Alaska Airlines wants to be an airline that everybody loves . President and CEO Ben Minicucci said , “ To live our purpose and create an airline people love , we must operate every day in a way that cares for both people and the environment .” While this may sound impressive for the 90-year-old commercial airline , it meshes with the actions of the company and its leadership . As it turns out , their lofty goals are very much down to earth and seemingly appropriate .
One of those leaders is Pasha Saleh , corporate development director . He has worked as a pilot for a good deal of his career , and now manages Alaska Star Ventures , among other facets of business development focused on sustainability . He is excited for the future of Alaska and said , “ We are in a new golden age of aviation with alternative fuels , supersonic flight , and new business opportunities .” He posed the question , “ How do we think more strategically to serve our guests for another 90-plus years into the future ?”
Senior Vice President , Public Affairs and Sustainability at Alaska Airlines Diana Birkett Rakow plans to achieve both environmental and social sustainability by setting measurable strategic initiatives . They have identified both environmental sustainability through reduction of carbon , reduction of waste , and a reduction ( and better use ) of water . Social sustainability is reflective of how they run a business that will be better for everyone in the long run . Together , these elements are part of what Birkett Rakow says is “ the work to run our company with care , focusing on social and environmental impact . Join us as we take action on initiatives to support our people and our planet .”
Birkett Rakow said , “ What ’ s really important to Alaska , we talk about running our business in a way that is good for all who depend on us .” She noted that stakeholders include employees , guests / passengers , owners , and communities . She said that they want to continue to be strong for all four stakeholder groups . Thoughtfully , she added , “ A lot of people talk only of the environmental side . But there is also social sustainability , ( fostering a ) talented workforce , building communities , other things in addition to the environmental side .”
So , it seems that the term “ sustainability ” is a loaded word but diving into the meanings of how to accomplish sustainability is in a word … meaningful .
24 NORTHWEST AEROSPACE NEWS