Robin Hayes (JetBlue CEO) – Strategic Investor Initiative’s CEO Investor Forum (Apr 2019)


Chapters

00:00:00 Corporate Sustainability in the Travel and Tourism Industry
00:05:03 JetBlue's ESG Approach and Business Model Transformation
00:11:32 Driving Success through Culture and Values: The JetBlue Experience
00:17:33 JetBlue's Sustainability Strategies for Climate Change
00:22:10 JetBlue's Hurricane Response Strategy and Fleet Management
00:28:15 Addressing the Pilot Shortage and Promoting Diversity in the Aviation Industry
00:31:56 Sustainable Aviation: Achieving Long-Term Success
00:35:21 Innovative Strategies for Reducing Carbon Emissions in the Airline Industry
00:41:01 Sustainability, Safety, and Trust in the Airline Industry

Abstract

JetBlue’s Innovative Path to Sustainability and Inclusion in Aviation

In a dynamic era where the intersection of corporate ethics, environmental sustainability, and social responsibility is more critical than ever, JetBlue Airways stands as a beacon of innovation and commitment. Erica Karp, a distinguished member of the SAI advisory board and an authority in ESG (Environmental, Social, and Governance) matters, along with Robin Hayes, CEO of JetBlue, shed light on the airline’s unique approach to these challenges. From the inspiration drawn from “Le Petit Prince” to the significant role of travel and tourism in the global economy, the airline’s journey is marked by a balance of profitability, social responsibility, and environmental stewardship.

JetBlue, under the guidance of founder David Neeleman, revolutionized air travel by emphasizing humanity and moral sentiments. The company’s business model, strategically positioned between low-cost and legacy carriers, incorporates innovative services like high-speed broadband Wi-Fi and the Mint premium service. However, it’s not just about service innovation; JetBlue’s commitment extends to substantial environmental initiatives, such as fleet modernization with Airbus 220s and 321neos, significantly reducing fuel burn and emissions.

The airline’s adaptability was notably demonstrated during the 2017 hurricane season. Despite the severe impact on its network, particularly in the Caribbean and Latin America, JetBlue’s diversified business model and ability to reallocate resources showcased its resilience. This adaptability extends to its workforce strategies, addressing the US pilot shortage through gateway programs that emphasize diversity and inclusion.

Additionally, JetBlue’s long-term fleet plan prioritizes fuel-efficient airplanes to reduce operating costs and environmental impact, and the airline actively advocates for air traffic control reform and operational improvements to enhance efficiency. JetBlue’s leadership in sustainable fuels, such as allocating up to 4% of fuel purchases from sustainable sources, is also recognized in the industry.

JetBlue believes in the power of ESG (Environmental, Social, and Governance) to ensure long-term sustainability and a differentiated culture for crew members. The company is committed to delivering short-term results for investors while also ensuring the long-term viability of the business.

JetBlue’s Gateway Select program is a two-year initiative that aims to train and develop future pilots at a lower cost. The program has been successful in attracting a more diverse group of candidates, including five times more under-represented groups and double the number of women applicants.

The company acknowledges that there is still a lot of work to be done in this area, but is encouraged by the progress made so far. JetBlue recognizes the need for greater diversity in the aviation industry and is taking steps to address the lack of diversity in its pilot workforce.

JetBlue’s focus on values and culture, evident in its employee engagement and customer satisfaction metrics, forms the bedrock of its success. The company’s environmental, social, and governance (ESG) lens is forward-looking, balancing short-term goals with long-term sustainability. Initiatives like supporting the CORSIA plan, investing in sustainable fuels, and promoting the Mosaic loyalty program are testaments to its commitment to a sustainable future.

The company’s focus on values and culture, evident in its employee engagement and customer satisfaction metrics, forms the bedrock of its success. The company’s environmental, social, and governance (ESG) lens is forward-looking, balancing short-term goals with long-term sustainability. Initiatives like supporting the CORSIA plan, investing in sustainable fuels, and promoting the Mosaic loyalty program are testaments to its commitment to a sustainable future.

JetBlue aims to achieve carbon-free growth by 2020 and halve its carbon emissions by 2050 (compared to 2020 levels). The airline believes that new technologies, such as electric airplanes, will play a significant role in reaching these goals. JetBlue also supports the CORSIA (Carbon Offsetting and Reduction Scheme for International Aviation) agreement, which aims to offset carbon emissions from international flights.

The airline industry faces challenges in reducing carbon emissions due to the high cost of fuel and the need for efficient flight routes. JetBlue sees an opportunity to disrupt the high-fare market between the US and Europe with its Mint premium experience. The airline is also committed to reporting its environmental performance and has adopted the Sustainability Accounting Standards Board (SASB) and Task Force on Climate-related Financial Disclosures (TCFD) frameworks.

JetBlue is investing in electric airplanes through its subsidiary JetBlue Tech Ventures. The airline believes that electric air travel will become a viable alternative by 2050. JetBlue also supports the development of new infrastructure, both on the ground and in the air, to improve efficiency and reduce carbon emissions.

The CEO emphasizes the importance of safety and encourages employees to report any safety concerns, empowering them to call a timeout and address potential issues. The airline industry has made significant progress in safety over the past few decades, but nothing can be taken for granted. Sustainable fuels will comprise 4% of the fuel supply over the next few years. The investment in sustainable fuels will reduce the cost of carbon offset schemes. There is a strong economic case for investing in sustainable fuels.

The airline’s potential expansion into the European market, coupled with its dedication to transparent sustainability reporting and reducing carbon emissions, underlines its vision. Hayes’ emphasis on safety and optimism for a sustainable industry future encapsulates the airline’s ethos, balancing profitability with responsibility and innovation.

In summary, JetBlue’s journey is not just about connecting destinations; it’s about connecting people, values, and a vision for a sustainable, inclusive future in aviation.


Notes by: OracleOfEntropy