Environmental Issues
Environmental issues vary and are harmful effects of human activity on the biophysical environment. However, Environmental protection is a practice of protecting the natural environment on the individual, organisational or governmental levels, for the benefit of both the environment and humans (Giving Compass, n.d). As globalisation, industrialization and transportation have steadily developed, the impact on the environment has been jarring. Some of the environmental issues in the early 2000s include;
Wild-life Trafficking as an Environmental Issue
With the brewing rise of global warming and deforestation, many animal species around the globe have been facing severe risks of becoming endangered or extinct. However, in the 2000s, the increase in illegal wild-life trafficking became alarming. The United Nations Development Programme estimates that wildlife trafficking is worth an estimated $23 billion annually and the Middle East is the major hub for wildlife trafficking (Euro News,2020). The academic journal Science Direct found more than “1,800 instances of trafficking and that at least 4,184 cheetahs have been moved from Africa to the Gulf since 2009” (N UAE, 2021).
This is due to Wildlife is trafficked under authorities’ noses through some of the region’s major airports and the airports in the region have been put under fire. Leading the race for illegal trafficking is the UAE, followed by Saudi Arabia, Doha, Cairo, and Istanbul. More so, UAE plays a crucial role as a primary transit hub for wildlife movement between Africa and Asia. Not only is the illegal trafficking inhumane to the animals but it is a means for increasing risk of transferrable, potentially deadly diseases, including E. coli and avian tuberculosis (Nature Middle East, 2011).
In addition. Wild-life trafficking is closely linked to organized crime and even linked to funding terrorist groups. Unfortunately, areas that are controlled by militants and gangs are regularly used to smuggle wildlife especially ivory and the profits made go towards purchasing weapons (Conservation org, 2020). Since 2003, over 1000 wildlife rangers have been killed during the line of duty while protecting animals from organized criminal networks.
How Emirates Airlines leveraged the environmental issue of Wild-life Trafficking in their AIMC
With the aim to raise awareness to the issue and display efforts to fight against the issue, Emirates Airlines stated “The beauty and biodiversity of our world is an inspiration for travel, and Emirates is committed to doing our part to preserve natural habitats and stop the illegal wildlife trade which is driving endangered species to the brink of extinction” on their website page dedicated to wild-life protection (Emirates, n.d).
As a major international aviation business, Emirates has shown commitment to making a positive difference in combating the illegal wildlife trade by having zero tolerance on carrying banned species, hunting trophies or any products associated with illegal wildlife activities. In addition to internal campaigns to create awareness amongst their workforce, Emirates has also engaged their customers by regularly featuring interviews, wildlife programs and films on ice, our inflight entertainment system, and articles in the inflight magazine (The First Group, n.d).
Emirates often keeps the public updated on their wild-life protection efforts through press releases as seen below in “Earth Day: Emirates Group Helps Safeguard Wildlife and Support Conservation of Fragile Ecosystems” which covers information on Dubai Desert Conservation Reserve, Emirates One&Only Wolgan Valley, United for Wildlife, The Buenos Aires Declaration and Dnata Wildlife Conservation (Emirates, n.d).
Figure 28: Emirates Airlines Earth Day press release
In fact, Emirates has actively supported fragile habitats since 1999, when it established the Al Maha Desert Resort, in Al Ain, with a 27 square kilometers conservation reserve for the protection of desert fauna and flora. Successfully, 70 Arabian Oryx were reintroduced and 6,000 indigenous trees and shrubs were planted (Emirates, n.d). With the success of the Al Maha Desert Resort, Emirates opened the Emirates One&Only Wolgan Valley. One of Australia’s first luxury conservation-based resorts, it occupies just “1% of a 2,800-hectare nature reserve” in the Greater Blue Mountains World Heritage Area. With sustainability in mind. the resort was built to minimize energy and water consumption, with features such as heat pumps, solar panels, and passive ventilation systems (Emirates, n.d).
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Figure 29: Emirates Group Al Maha Desert Resort in Al Ain
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How Etihad Airways leveraged the environmental issue of Wild-life Trafficking in their AIMC
Similarly, although a bit late to the game compared to Emirates Airlines, Etihad Airways has also made some strides to overcome and raise awareness on wildlife trafficking. Etihad Airways and the Ministry of Environment and Water hosted a two-day workshop, in Abu Dhabi, regarding the growing threat of illegal animal trafficking. The workshops, “focused on potential trafficking through the airport environment, were attended by representatives from the airline, the Abu Dhabi Airports Company, and the General Administration of Customs” (Traffic, 2015). The workshops took place at a time where the demand for protected animals and their products continues to increase and a key aim of the two-day event was also “to improve each organization’s knowledge of the Convention on International Trade of Endangered Species of Wild Fauna and Flora (CITES)” which the UAE has been a signatory since 1990 (Traffic, 2015).
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Figure 30: Etihad Airways two-day workshop held on 11/09/2015 in Abu Dhabi
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More so, the Etihad Aviation Group released an Animal Welfare And Conservation Policy, signed by the C.E.O, which reinforced their support for animal welfare and species conservation. This policy explores various aspects of their efforts which include;
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Not promoting holiday activities that put animals at risk.
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Enforcing strict cargo policies to protect animals and plants.
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Working to meet commitments towards the United for Wildlife Declaration
Figure 31: Etihad Airways Animal Welfare And Conservation Policy excerpt,
In addition, Etihad Airways has also promoted its wildlife protection efforts, partnerships, and campaigns across social media channels such as Twitter. Routes released a video campaign that highlights the various aviation airlines that have stepped up to fight wildlife trafficking. Below, we can see Etihad shares the partnership announcement on Twitter.
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Figure 32: Etihad Airways tweet about wildlife protection.
To conclude the past era, although football and football culture comes with their own set of toxic traits and flaws, we’ve seen how both Emirates Airlines and Etihad Airways used the sociocultural issue (football) to their benefit through creating strategic partnerships with two of the most successful premier league football clubs. Both Arsenal and Manchester City have a global dedicated fan base and a huge following, the aviation brands forming partnerships with world-renowned international football clubs paved a new path for growth, reach, and success. Similarly, with environmental issues, specifically the concern with regards to wildlife protection, both Emirates and Etihad took active and explicit measures and policies standing against wildlife trafficking. The growth demonstrated by both Emirates and Etihad over this past era is tremendous, to say the least, especially when taking into account how young these brands are in comparison to some of their competitors in the global market. Regardless of the issue presented and how directly or indirectly it affected the airline brands, the way in which they were able to adapt their policies, operations, technology to fit the times is commendable and therefore sets the precedent for future eras to come.