Both Emirates Airlines and Etihad Airways kicked off their aviation businesses between the 1980s and 2000s. Since then, both airlines have had to navigate a vast amount of socio-cultural, political, environmental, economic, and technological issues that have indirectly and directly affected the aviation industry, their brand, and their advertising and media messaging. This section explores the way in which the two have dealt with, or not dealt with, the following issues during the past era.