Looking at the Atlanta-based carrier's new initiative.
Environmental groups and activists often criticize airlines for their efforts in reshaping the aviation world to make it greener. Initiatives led by airlines are sometimes deemed 'greenwashing' or insufficient to combat the global challenge of climate change. In Europe, the aviation industry accounted for about 1.5% of all European emissions in 1990, which has since risen to 4.7% in 2019. Despite this relatively small percentage, the aviation industry's rapid growth means sustainability efforts are both relevant and crucial.