BM3009 : Contemporary Issues in Sustainability, Apprentice Delivery

 

Introduction

The aviation industry is essential to global transportation because it connects millions of passengers every day and makes it possible to convey expensive commodities worth billions of dollars (Kılıç, Uyar, and Karaman, 2019). However, there are growing concerns about the industry’s effects on the environment, social responsibilities, and economic performance.

Neverthless, the airline industry has experienced difficulties in achieving significant fuel efficiency improvements despite its rapid expansion and crucial role in global transportation (Biesenthal et al., 2018). As a result, it is one of the sectors of the global economy that is emitting greenhouse gases (GHG) at the fastest rate. When accounting for its non-CO2 effects, aviation causes 3.5% of global warming (Alvesson and Spicer, 2019), which is around 2% of total human-induced carbon dioxide emissions.

This course BM3009 : Contemporary Issues in Sustainability, Apprentice Delivery is Understanding and addressing these modern sustainability concerns is crucial to ensuring the aviation industry’s long-term profitability and its dedication to ethical business behaviour. This document explores the several facets of sustainability at Emirates UAE, a significant participant in the aviation industry (Al-Nakeeb, Darwish and Alhajri, 2023) evaluating the airline’s performance in three crucial areas: economic accountability, environmental impact, and social accountability. For understanding social responsibility inside organisations, several theoretical approaches, such as legitimacy theory, stakeholder theory, institutional theory, and agency theory, are considered helpful for evaluating sustainability issues in the Emirates UAE.

These theories provide information on how businesses may connect with a variety of stakeholders, adapt to institutional pressures, and deal with agency problems brought on by knowledge gaps (El-Chaarani, Abraham, and Skaf, 2022; Hasan, Singh, and Kashiramka, 2021).

Additionally, this paper critically evaluates the aviation industry’s existing sustainability situation, paying special attention to its impact on the environment and involvement with stakeholders. It emphasises the pressing requirement to achieve a balance between accommodating the rising demand for air travel and lessening the negative impacts of the sector on the environment.

The presentation of recommendations aims to improve CSR practises, with an emphasis on environmental stewardship, interacting with stakeholders, and integrating sustainability across the supply chain

2           Contemporary Issues in Sustainability within Emirates UAE

2.1         Theoretical Frameworks for Social Responsibility

Social responsibility (SR) is a significant aspect of contemporary corporate behaviour and sustainability. Researchers have explored various theoretical perspectives to understand SR, with a focus on how organisations align their operations with societal expectations and the role of stakeholders. In the realm of corporate management and societal interaction, two prominent theoretical frameworks underpinning organisational behavior are legitimacy theory and stakeholder theory (El-Chaarani, Abraham, and Skaf, 2022). 

Legitimacy Theory posits that entities, exemplified here by Emirates UAE, continually adjust their operational strategies to conform to evolving societal norms and constraints. Central to this theory is the notion of a social compact between organisations and the individuals they impact, wherein organisations commit to advancing the welfare of society in return for the ongoing patronage of their endeavors (Annan, 2023). Departures from established social norms can potentially undermine an organisation’s efficacy, underscoring the imperative of maintaining legitimacy for more information read

Within the framework of Legitimacy Theory, organisations like Emirates may employ strategies of social responsibility as a means to garner support for their activities. Emirates acknowledges the significance of harmonizing its operations with prevailing societal expectations and norms. As a global airline operating across diverse regions characterised by varying cultural and social mores, Emirates strives to align with these contextual norms to sustain its legitimacy.

Emirates actively participates in Corporate Social Responsibility (CSR) initiatives encompassing domains such as education, healthcare, and environmental sustainability. These initiatives not only manifest the company’s commitment to reciprocate to the communities it serves but also serve as a tangible demonstration of its adherence to societal expectations. The company’s CSR endeavours, including its contributions to education and environmental preservation, align with the central tenet of Legitimacy Theory, which underscores the imperative of contributing to the betterment of society in exchange for continued support.

Stakeholder Theory is another critical framework that emphasizes the importance of understanding diverse stakeholder views on how organisations should function (Hasan, Singh, and Kashiramka, 2021). Unlike the Legitimacy Theory, which centres on public expectations in general, Stakeholder Theory recognizes that various stakeholders, with differing levels of influence, expect different things from organisations (Kabir and Thai, 2017).

This leads organisations to engage with multiple stakeholder groups to address their distinct concerns. Emirates organisations maintain support and resolve stakeholder concerns by providing specialized information, particularly in areas related to corporate environmental sustainability (Nguyen, Ntim, and Malagila, 2020).

The sustainability reports from Emirates Airline have received praise for their emphasis on sustainability ideas and tactics from a diverse range of stakeholders. Through open, well-recognised accounting and sustainability procedures, they demonstrate an ambitious commitment to minimising environmental consequences (Khan et al., 2020).

Keshky et al. (2020) pointed out that many airlines have a tendency to conceal environmental data, including initiatives to reduce aircraft weight, minimise waste, reduce energy use, eliminate single-use plastics, reduce water and electricity use, and eliminate aircraft noise. Taking into account the bigger picture of sustainability problems, the analysis below shows that Emirates has a strong long-term plan in the aviation market to support a greener future.

2.2         Role of Key Stakeholders in Embedding Sustainable Policy

Airline Companies all around the world have altered their business models to include short- and long-term ecologically sustainable practises in response to increased demand from important stakeholders including governments, regulators, and customers. Businesses that follow green business practises (GBPs) for instance Emirates UAE typically give priority to efforts to minimise pollution, reduce and eliminate waste, reduce energy usage, utilise renewable resources, and implement resource conservation strategies.

As per Lewis, Cardy, and Huang (2019) these precautions are taken to guarantee that goods and services are provided in a way that is ecologically sustainable.In essence, GBPs may start from within the company by implementing eco-friendly operating procedures, routines, and business processes.

While, Bruner (2021) argued that in order to lower greenhouse gas emissions brought on by a company’s operations, regulators, governments, and other stakeholders may also externally require them. Primec and Belak (2022) opined that business environmental sustainability practises usually include incorporating stakeholders’ engagement or involvement across a variety of functional domains, including product design and production.

These inclusive activities also help to improve an organisation’s ability to recognise and respond to the environmental demands and preferences of customers and other stakeholders.

2.3         Critical Evaluation of the Current Contemporary Issues in Sustainability within the Emirates

2.3.1        Greenhouse Gas Emissions

Emirates as one of the global players in the aviation industry supports economies and communities by enabling travel, business, and international trade, but there is rising worry about its effects on the environment and quality of life.

While local air pollution and aircraft noise have a negative impact on communities that live, work, and learn close to airports, greenhouse gas emissions from aircraft and airports contribute to climate change (Cavalheiro, Joia and Cavalheiro, 2020).

These environmental challenges are anticipated to grow in importance in terms of scope and impact as the demand for air travel rises (Băndoi et al., 2020). Furthermore, carbon dioxide (CO2) and other greenhouse gases are released into the environment during aviation activities (Camilleri’s, 2018). The acceleration of ocean acidification and global warming is a result of these pollutants.

The aviation sector is in charge of generating greenhouse gases from sources other than the CO2 emissions produced by flying aircraft (Alves, Sousa and Machado, 2020). These include the production of aircraft, the building of airport infrastructure, energy usage in airport terminals, and the use of airport ground vehicles for access by both passengers and personnel.

According to a Silva, Brandão and Sousa (2019), aviation has a larger overall influence on global warming than CO2 emissions alone.Emirates, like many other airlines, faces increasing scrutiny and regulatory pressure regarding its greenhouse gas emissions (Ovdiienko, 2023).

It can be contemplated that Emirates’ commitment to reducing emissions, investing in fuel-efficient aircraft, and exploring alternative fuels is essential for mitigating its environmental impact. According to the notion delivered by Bahman, and Shaker (2023), the effectiveness of these efforts would depend on the airline’s ability to meet emissions reduction targets and adapt to evolving regulations.

Considering the significance of environmental concerns of stakeholders related to sustainability, authorities at Emirates organisations and the aviation sector have a significant task in establishing a balance between satisfying the demand for air travel and reducing its negative environmental consequences.

While, as per Emirates (2023) the best options for reducing the environmental impact are the operational procedures and the aircraft chosen by the company. Optimising fuel economy is crucial for every element of Emirates business since jet fuel accounts for a sizable amount of the costs.

2.3.2        Environmental and Social Impact of Aircraft Operations

The noise and air pollution generated by aircraft operations remain critical sustainability concerns for the stakeholders, particularly for communities living near airports. Moreover, airports are significant producers of hazardous air pollutants (HAPs), also known as air toxics, which can have detrimental health implications in adjacent communities, according to recent legal conflicts regarding airport development.

With the current technologies, it is difficult to tell which HAPs come from aeroplanes and which ones come from other combustion sources, such as ground traffic (Su, Huang and Huang, 2018).Further developments in the measurement and dispersion of HAPs, as well as research into their related health consequences, are required to better understand the possible influence of aviation on local air quality in this context.

Emirates, as a major global airline, needs to balance its operational efficiency with efforts to minimize these impacts. Ongoing investments in quieter and more fuel-efficient aircraft, alongside operational procedures to reduce noise and emissions, are crucial (Jain and Sharma, 2022). In addition, regular monitoring and reporting on noise and air quality improvement efforts are vital for demonstrating commitment to environmental responsibility.

2.3.3        Sustainable Fuel Sources

The availability of sustainable aviation fuels is a challenge for internal stakeholders (Bauen et al., 2020; Heyne et al., 2021). Emirates, like other airlines, needed access to an adequate supply of sustainable aviation fuels to reduce the carbon footprint of its flights (Bahman, and Shaker, 2023).Developing a supply chain for these fuels is a complex issue that the airline had to address.

Emirates, like many other airlines, has been actively addressing the issue of sustainable fuel sources as part of its commitment to reducing greenhouse gas emissions and the environmental impact of its operations. Sustainable aviation fuels (SAFs) are a crucial element of the airline industry’s strategy to transition to more eco-friendly practices.

Here’s more information on Emirates’ efforts in this area: Emirates invests substantial financial resources in fuel procurement annually, which underscores the keen interest in the advancement of biofuel technology (Emirates, 2023).

Moreover, Emirates anticipates the emergence of biofuels that meet rigorous technical safety standards, offer cost-competitive advantages and are unquestionably sustainable, supported by a robust supply chain that spans from the raw materials to the utilization in aircraft (Emirates, 2023).

It is important to note that the aviation industry has been actively addressing these sustainability issues through initiatives like the International Air Transport Association’s (IATA) commitment to reducing emissions and advancing sustainability.

Emirates, as a global airline, is expected to play a vital role in contributing to these industry-wide efforts and demonstrating its dedication to sustainability. Since circumstances change, it’s essential for Emirates to integrate latest developments in Emirates’ sustainability efforts.

3           Recommendations for the Improvement in Contemporary Sustainability

Emirates have implemented a range of CSR methods, such as attempts to combat climate change, lessen poverty, and offer assistance during emergencies. However, it can be argued that significant financial requirements for CSR projects can have a negative influence on the profitability of the company.

CSR initiatives may improve an organisation’s reputation, which may therefore have a favourable effect on its general financial performance, claim Farrow, Grolleau and Mzoughi (2021). First and foremost, it is crucial to recognise that CSR is a key component of airlines’ marketing plans.

Airlines have found that investing in CSR is a good way to expand into new markets. For instance, by supporting numerous CSR efforts, such as sports, cultural events, and the arts, the airline raises awareness of its brand.The airline should strengthen its dedication to environmental protection in the environmental dimension by funding initiatives that seek to lessen environmental damage (Wiernik and Ones, 2018).

This is important since there is a direct link between environmental factors and airlines’ long-term financial success.For instance, climate change stemming from human activity may cause natural disasters like floods and unfavourable weather, which can impair airline operations and revenue.

Emirates Airlines should consider putting in place a thorough training programme to inform its staff about the value of participating in socially responsible activities. Employees who get this training may feel more compelled to support CSR best practices.

Furthermore, Emirates Airlines should make sure that all parties in its supply chain are in agreement with its CSR policy in order to network with companies and practise CSR. To avoid any unintended consequences brought on by other parties’ lack of commitment, this integration is crucial. To maximise the impact of CSR projects, cooperation across the supply chain might be beneficial.

In addition, the foundation of an organisation’s corporate social responsibility (CSR) activities should be a thorough stakeholder consultation process.This course BM3009 : Contemporary Issues in Sustainability, Apprentice Deliver Effective communication is essential to build trust and interdependence between organisations and their stakeholders (Beunza and Ferraro, 2019).

Stakeholder involvement can occur at various levels, from passive information sharing through media channels to proactive engagement that allows stakeholders to participate in decision-making (Lewis, Cardy, and Huang, 2019). Understanding stakeholder viewpoints is part of the listening strategy, and stakeholder engagement plays a crucial role in influencing CSR growth within an organisation (Zhao et al., 2017).

4           Conclusion

This course BM3009 : Contemporary Issues in Sustainability, Apprentice Deliver paper has extensively explored the complex sustainability landscape inside Emirates UAE, a significant organisation in the aviation industry. Concerns about the aviation industry’s effects on the environment, social responsibility, and economic performance are growing as it plays a crucial role in international transportation.

For Emirates UAE and the aviation industry at large to continue to succeed, it is crucial to address these modern sustainability concerns. The research undertook a critical assessment of the aviation industry’s current sustainability situation, placing a heavy focus on the need to strike a balance between serving the industry’s growing demand for air travel and reducing its negative environmental effects.

The recommendations focus on improving CSR practises, paying close attention to environmental stewardship, successful stakeholder involvement, and seamless supply chain integration of sustainability. With these suggestions, not just the Emirates UAE but also the larger aviation industry hopes to have a more sustainable future. Adopting sustainability in an era of changing aviation dynamics is not just a choice; it is necessary.

Emirates UAE can strengthen its position in the international aviation market while reducing its environmental effect and upholding its social and economic obligations by embracing responsible corporate behaviour and aligning with sustainability standards. For the aviation sector to have a better, more responsible future, this journey towards sustainability is essential.

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