EcoEarnings: A Shore Thing is about how JetBlue is connecting conservation and profits.
We have partnered with The Ocean Foundation to try and show the economic value of clean beaches by directly tying the importance of nature to our airline's main economic measure— revenue per available seat mile (RASM). By attempting to attach actual dollar values to unspoiled shorelines, we hope to strengthen interest in protecting destinations' ecosystems we depend on and promote the economic importance of shoreline conservation. For JetBlue, this is part of our commitment with the Clinton Global Initiative.
JetBlue sponsors an annual grant program to bring students to sustainability conferences and think-tanks focusing on coastal tourism. The grant program supports JetBlue's business belief that clean and healthy shorelines are critical to long-term tourism development.
In 2015, as part of our first initiative, we partnered with the Center for Responsible Travel (CREST) to send two students to the Innovators Think Tank: Climate Change and Coastal & Marine Tourism symposium. The event was designed to highlight how the Caribbean can better prepare its tourism sector to deal with climate change.
I now see businesses has the power to make or break a destination, this [can be used] to guide best practices.
— Grant Winner 2015, University of West Indies
Stemming from [the grant], I feel inspired and motivated as a young lawyer to redouble my efforts to advocate for astute policies relating to sustainable development.
— Grant Winner 2015, Hugh Wooding Law School