We Asked Users
This survey was presented to a prequalified TCD audience in contextually relevant web articles and newsletters.
Survey participants self-selected two times, first when deciding to consume the host content and then again when deciding to participate in the survey.
Which of the following sustainable changes would make you most likely to choose a particular airline?
Please select one.
Which of the following sustainable changes would make you most likely to choose a particular airline?Survey Results
404 Risk Focus:
852 Progress Focus:
1,905
Aggregate Insights
The combined 70% vote for "Using cleaner fuel" and "Making it easy to choose low-emissions itineraries" suggests that air pollution is top of mind of mainstream air travelers.
The underperformance of "Reducing in-flight waste" suggests an opportunity to educate consumers about the impact of single-use plastic in the airline industry.
The 22% vote for "I don't think about sustainability when I fly" simultaneously suggests (a) a robust market for sustainable travel options and (b) a meaningful opportunity to educate consumers about the environmental impact of air travel.
Further polling could ask a similar question from a negative perspective — e.g., "What bothers you most about the environmental impact of air travel?" — to explore any gap between the way consumers perceive problems on the one hand and potential solutions on the other.
Contextual splits are determined by the topical focus and interests of the audience members participating in the survey, as described in more detail in the Insights and Methodolgy sections below.
404 Risk Focus:
852 Progress Focus:
1,905
Split Insights
The overperformance of "Using cleaner fuel" with the sustainability-focused audience suggests a sophistication among eco-conscious consumers about the importance of systemic solutions to aircraft emissions.
In a similar vein, the overperformance of "Reducing in-flight waste" with the sustainability-focused audience suggests a sophistication about the impact of single-use plastic in the airline industry.
By contrast, the overperformance of "I don't think about sustainability when I fly" with the sustainability-focused audience suggests a potential fatalism about the ineffectualness of individual consumer choice in moving the needle on aircraft emissions.
Further polling could target the same audience splits with a question like "How likely are you to make air travel decisions on the basis of sustainability concerns?" to determine if certain initiatives are more appealing to the market segments most likely to participate in them.
Methodology
This poll was conducted among a prequalified TCD audience of likely adopters via distribution in 9 syndicated web articles. It received a total of 3,647 responses and generated segmented data across 3 primary contextual splits.
TCD surveys are embedded inline in contextually relevant web articles and newsletters. Survey participants self-select two times, first when deciding to consume the host content and then again when deciding to participate in the survey.
Contextual splits are determined by the topical focus and interests of the audience members participating in the survey. Split analysis explores the degree to which different messages — and the self-selected participants who seek them out — can shape consumer sentiment.
