Suchergebnisse

The aviation industry is facing pressure from stakeholders to transform towards greater sustainability. From a managerial and marketing perspective, not only the actual implementation and achievements of sustainability measures, but also their communication to stakeholders is likely to be crucial—and in many cases even legally required. This research evaluates the scope of sustainability and corporate social responsibility (CSR) reporting of Europe's five largest airline groups for or from the year 2019, just prior the COVID-19 crisis. For this, dedicated sustainability reports and non-financial statements of Air France-KLM, easyJet, International Airlines Group, Lufthansa Group and Ryanair are evaluated and compared in a qualitative content analysis, using the Standards of the Global Reporting Initiative (GRI) as reference categories. The results indicate that the sustainability publications differ by airline business model, as the two low-cost carriers report less content in non-financial statements only, without publishing any standalone sustainability reports. Independent of the business model, most airlines surprisingly neglect the economic dimension of sustainability. The airline sector could improve its sustainability marketing by reporting both their economic, environmental, and social impacts and achievements.

"Future skills" increase employees' prospects in the labor market, particularly in dynamic times, such as the current COVID-19 pandemic. (Not only) in Germany, flight attendants represent an occupational group without state-recognized vocational occupation who are particularly affected by the pandemic due to serious and long-lasting declines in air transport volumes. Therefore, it is reasonable to assume that the future skills of flight attendants play an important role when applying for jobs in other industries. An empirical survey (n = 273) from April 2021 indicates that German-speaking flight attendants possess some of the future skills most frequently identified in key studies on future competencies, as well as extensive language skills, but have deficits in "working with computer systems" and "programming". Pro-active training of employees in future skills, especially in crisis-prone professions, could facilitate future transitions into new professional fields.