Case Study

Sustainability

Embedding Sustainability Without Sacrificing Customer Experience

With growing regulatory pressure, customer expectation, and ESG commitments, one leading international airline needed to accelerate its sustainability efforts - without damaging the premium onboard experience it was known for.

TJM Aviation Consulting was brought in to help design and deliver sustainability initiatives that were credible, scalable, and operationally viable. This meant balancing environmental responsibility with complex cabin service realities and ensuring that the airline’s crews, unions, and customers were brought on the journey.

The Challenge

  • The airline had ambitious targets around waste reduction and material sustainability, but internal attempts to drive change were stalling.

  • Crew resistance was growing due to poorly communicated initiatives that added complexity without support.

  • Early-stage trials of single-use plastic removal had created operational issues and unintended complaints.

Our Role

TJM Consulting acted as a strategic sustainability partner; working across inflight services, crew management, procurement, and customer experience to deliver solutions that worked for both people and planet.

1. Waste Reduction & Material Strategy

  • Conducted a full audit of cabin waste flows, identifying key opportunities to eliminate or replace single-use items without impacting service.

  • Supported the rollout of reusable or compostable alternatives, ensuring compatibility with existing galley processes and crew SOPs.

  • Piloted new provisioning strategies that reduced over-catering and waste from unused service components.

2. Crew Engagement & Operational Integration

  • Redesigned service flows to incorporate new sustainability practices without adding steps or complexity.

  • Created clear crew briefing materials explaining the “why” behind each change, building alignment with brand values and operational rationale.

3. Passenger-Facing Communication

  • Developed onboard messaging that explained the airline’s sustainability steps in a brand-consistent, non-disruptive way.

  • Introduced touch-points within the cabin (menus, announcements, crew engagement) to build awareness and customer advocacy.

  • Advised on tone, transparency, and placement, ensuring customers understood the changes without feeling inconvenienced or underserved.

Results

  • Eliminated single-use plastic items through a phased, well-supported rollout.

  • Maintained CSAT scores and NPS levels, proving no negative impact on customer experience.

  • Crew engagement increased, thanks to improved communication and inclusion in the process.

  • Cabin waste reduced, including measurable reductions in food and packaging waste.

  • Secured union agreement and operational approval for ongoing programme expansion.

Why It Matters

Sustainability in aviation isn’t just about headlines; it’s about making smart, lasting changes that work in real conditions, with real people. At TJM Aviation Consulting, we help airlines implement environmental strategies that are operationally viable, crew-ready, and customer-aligned.

This project proved that it’s possible to reduce waste, eliminate plastics, and promote more responsible inflight practices - without compromising experience, adding complexity, or damaging brand equity.