Pollution caused by the internet is a complex and misunderstood problem. After acquiring Aline, the industry-leading digital sustainability consultancy, we’ve begun to think seriously about how we can positively contribute to the conversation on climate change and around digital sustainability.
Kylie Jenner hit the headlines in July 2022 after posting an image of his-and-hers matching private jets captioned “you wanna take mine or yours”.
Through social listening we identified a common frustration: whilst ordinary people are consciously cutting back to reduce their carbon emissions, the elite is exasperating theirs. Our base research found that around 80% of the population (CNBC.com, 2017) has never taken a flight, private jets emit up to 14 times more CO2 than commercial flights, (www.transportenvironment.org, 2021). Private jet usage is now at an all-time high.
After seeing this, we wanted to understand just how much of impact celebrity jets have on our planet. After scraping data from the flight tracking Twitter account @CelebJets we were able to estimate the CO2 emissions each jet was pumping into the atmosphere.
Digital Product Development: Gold
Health & Wellness: Gold