Report development for global airline
We helped Cathay Pacific Airways, the flag carrier of Hong Kong, to develop its sustainable development report for 2010.
Cathay Pacific’s vision is to be the world’s best airline. It recognises that this requires it to operate in a sustainable manner, embedding sustainable development principles and practices into all aspects of its business.
With our extensive experience of advising clients on best practice in report development, we were appointed to bring a fresh perspective to its reporting. Our role was to carry out a detailed study of the company’s relationship with its stakeholders and to provide hands-on support in the planning and writing of the report
As part of the company’s sustainable development programme, and in order to identify key stakeholder issues so they and the company’s responses could be detailed in the report, we ran a series of focus groups in Hong Kong with Anne Copeland of Copeland and Partners. We met with representatives of pilots, Hong Kong businesses, employees, students and sustainability experts to ascertain their views on Cathay Pacific’s performance. Interviews were carried out in English and Cantonese. Also, we interviewed NGO representatives in the UK and USA. Our findings were fed into the development of Cathay Pacific’s report.
Working closely with the company’s Environmental Affairs team and Anne Copeland, we then used our unique insight into reporting practices worldwide to help with the development of the 2010 report. This included advising on the identification of material issues, agreeing themes and presentation and providing hands-on writing support.
Cathay Pacific is an experienced and well-regarded reporter, and we were pleased to work alongside its team on the 2010 report. The airline industry faces huge sustainability challenges, and Cathay Pacific is leading the way with its series of environmental, safety and community initiatives.