Hidden Sustainability in Air Travel
clock 2023.09.01
Hidden Sustainability in Air Travel

Many actions taken during air travel—while seemingly routine—actually contribute to environmental and social sustainability without passengers realizing it. JAL named these actions “Hidden Sustainability,” or “#KakureNability”—a coined term that combines the Japanese word kakure (meaning “hidden”) with “sustainability”—and introduced them as initiatives that customers can take part in together with the airline.

The project included the development of original characters as well as the planning and production of key visuals, a dedicated website, video content, and educational materials such as summer vacation research sheets for children—part of their summer holiday homework that students complete and submit to school after the break. Through these communication tools, JAL highlighted the sustainability efforts embedded in everyday air travel.

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