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PAID CONTENT

PAID CONTENT
 * 11-01-22
 * United airlines


FLYING INTO THE FUTURE


UNITED AIRLINES WANTS TO MAKE THE SKIES MORE FRIENDLY FOR ITS PASSENGERS—AND THE
PLANET

United CCO Josh Earnest says the company has a new focus “to be a force for
good.”
 * 
 * 
 * 
 * 

By FastCo Works

The last few years have been brutal for the airline industry. Emerging from a
global pandemic that caused air-travel miles plummet to historic lows, U.S.
carriers now face surging demand in a difficult labor environment.



One such carrier, United Airlines, is confronting these challenges head on with
a bold plan that includes a major upgrade to its fleet, efforts to diversify its
workforce, and investments in green technologies. For these initiatives, United
has been recognized as one of Fast Company’s 2022 Brands That Matter.

“Confronting the most disruptive crisis in the airline’s 96-year history, United
has embraced the responsibility to lead,” says Josh Earnest, United’s senior
vice president and chief communications officer. “In times like these, good
leads the way. United is committed to doing the right thing and being a genuine
force for good.”

GROWING TO SERVE CUSTOMERS



Key to United’s plan is growth. During the next five years, the
Chicago-headquartered company expects to take delivery of 500 new planes—a
massive commitment in an industry where 50 planes is a large order. (This is on
top of hiring 50,000 new employees, from flight attendants to gate agents to
administrators.)



The new planes will significantly improve customers’ experience, with improved
seatback entertainment features, Bluetooth streaming connections, USB power
sources, and redesigned overhead bins with enough room for one full-sized
carry-on bag per passenger. Older aircraft will be retrofitted to offer the same
comforts.

“As our customers return to travel, we’re more committed than ever to giving
them a better experience.” Earnest says.



DIVERSITY IN THE COCKPIT

United also wants to further diversify the ranks of those who fly its planes.
The carrier has launched its Pilot Training Academy with a goal of having more
than half of its graduates being women and/or persons of color.

“In the midst of an industry-wide pilot shortage, we won’t find all of the
quality candidates we need if we only recruit in the traditional places,”
Earnest says. “We’re convinced we can also recruit high-quality, ambitious,
driven candidates from schools and communities where a career as a commercial
pilot is not a commonly considered option.



REDUCING CARBON OUTPUT

An unavoidable consequence of air travel is greenhouse gas emission. “Because of
the contribution we make to climate change, we have a responsibility to create a
solution,” Earnest says.

The carrier has made a commitment to eliminating its carbon output by 2050
without the use of carbon offsets. Last December, in an industry first, United
flew a plane with one engine running entirely on sustainable fuel. And the
company has invested in a number of startups that seek to create aviation
fuel—at scale—from sustainable biomass. In fact, United has invested more in
sustainable fuel research than the rest of the world’s airlines combined.



United is charting a course that will offer a more comfortable experience for
its passengers, greater diversity within its own ranks, and reduced
environmental impact. “We announced some big changes in the depths of the
pandemic: opening a flight training academy, getting rid of change fees on most
flights and forging an industry-leading sustainability goal. And many wondered
if it was wise to pursue those ambitious projects with such incredible
uncertainty in our business,” Earnest said. “The truth is there is rarely a
convenient time to do hard things. Rather than put them off, we made a decision
to start working to make things better now. That’s what good leads the way is
really all about.”




ABOUT THE AUTHOR

FastCo Works is Fast Company's branded content studio. Advertisers commission us
to consult on projects, as well as to create content and video on their behalf.

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