Virgin Atlantic Sustainability: Aligning with SDG 7 Case Study

Virgin Atlantic Sustainability: Aligning with SDG 7

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Introduction: Virgin Atlantic Sustainability: Aligning with SDG 7

The report highlights the importance of SDG within the organisation. It helps in evaluating the need for SDG in the business scenario. The creation of sustainability within the business plays an important role. The selected SDG analysed in the report will align with the organisation taken in the current scenario. The organisation's external analysis based on the gaols' development will be carried out in the present system. It highlights the ability of the organisation to adapt to the goals in the required way that helps in the generation of long-term sustainability within the operational activities (Elavarasan et al., 2022). The limitation of the organisation will be highlighted in the current scenario that restricts them from highlighting the critical factors in the creation of sustainability within the business environment they are operating. Recommendations will be provided at the end of the report based on which further improvement can be brought about in the system of the organisation.

Overview of the organisation

Virgin Atlantic is a UK-based airline service that helps create mobility within the nation based on effective pricing and the quality services they generate in their operating channels. They develop their operations in more than 340 destinations. It is rated in the top 10 carriers as per the Flight Report. Frequent travellers of the specific airline services generally rate their services over 8 out of 10. Based on the competitive scenario, the organisation aims to create sustainability to generate long-term growth in the competitive market. British Airways is considered the close competitor of Virgin Atlantic in the UK market.

Discussion

Based on the above analysis and identifying the requirements of the report, the discussion will be carried out by introducing the application of SDGs and their research. It will highlight the importance of the same within the business scenario based on which most organisations can generate specific targets within the business activities. The current system will highlight the analysis of Virgin Atlantic in relation to SDG implementation. The ineffectiveness of Virgin Atlantic in the specific market will be analysed through the application of macro-environmental evaluations. The factors to be considered in the current scenario include environmental, social and economic factors within the business activities.

Analysis of SDG

SDGs, also known as Sustainable Development Goals, were adopted by the United Nations in 2015 (Elavarasan et al., 2022). It aims to generate effectiveness related to ending poverty and protecting the planet from the ill effects of organisational activities. The goals need to be achieved by the end of 2030 that support the people's views of the generation of peace and prosperity (Elavarasan et al., 2022). 17 goals with 169 targets are highlighted to reach them because every organisation by the year 2030.

Selection of SDG

In recent years, using clean energy has become a growing concern for Virgin Atlantic within the global market. The utilisation of technology is not carried out by them effectively, which has led to various challenges. The focus is generated towards quality aspects, highlighting the failure to use clean energy. Integration of SDG 7 in the current scenario plays an important role (Elavarasan et al., 2021). The fuel charges are increasing at a rapid rate along with the pace of pollution related to carbon emissions by aircraft. It has raised a sense of dissatisfaction in the stakeholders' views related to business. The application of green methods through the use of technology while appreciating the alignment of SDG 7 in the current scenario plays an important role. SDG 7 is relevant to the company as environmental concerns within the UK market are increasing rapidly (Eras-Almeida and Egido-Aguilera, 2020). Business leaders have identified the need and use of clean energy as significant factors. Virgin Atlantic requires the implementation and use of clean energy that helps to safeguard the views of environmentally conscious people. It helps save the organisation's costs and create sustainability at the same time. While addressing and investing in SDG 7, Virgin Atlantic can align its views with Industry 4.0. The generation of technological factors in the current scenario plays an important role in helping develop the brand image. The organisation's customer base can be improved at massive levels through effective campaigns related to social awareness. The future is green and digital (Omer and Noguchi, 2020). Through integration, the two critical factors, the development of the organisation and the need for SDG 7 in the specific market, are justified accordingly.

Evaluation of the external forces

The macro-environment analysis in the current scenario plays an important role. Concerning the selected goal, the environmental factors and social and economic aspects of the organisation will be highlighted within the UK market. It will help in determining the position of the brand within the market and its ability to generate SDG 7 in an effective way. It will help in highlighting the positive factors of the organisations and the activities that are carried out by them in a proper manner. The analysis of the same will help in the evaluation of required strategies in which Virgin Atlantic will be enabled to integrate the factors of SDG 7 in an effective way. Using the idea of Asadikia, Rajabifard and Kalantari (2021), the integration of clean energy within the business process and eradication of fossil fuels at the same time is considered to be a milestone for Virgin Atlantic in the long run.

• Social Factors: The increase in mobility and tourism in view of the people has increased the demand for airline services within the UK. This is the reason why the development of sustainable factors in the current scenario plays an important role. The rate of environmentally conscious people within the UK market is increasing at a rapid pace. This has generated most of the businesses to align their values as per the SDG in the specific market. The views of the people within the UK market are highly fluctuating in nature. The shifts in technological trends have forced customers to shift their opinions at regular intervals (Yu et al., 2022).
• Economic Factors: The financial performance of the organisation is based on competitiveness in the market. British Airways is considered to be the close competitor of the organisation in the global market. The stability within the UK market is effective in generating the business process of Virgin Atlantic in an effective way. This has led to the generation of considerable values in the minds of the people based on financial stability. The rate of inflation within the market is less, which highlights fewer fluctuations within the business system. The financial position of the organisation for the integration of SDG 7 can bring about new investments in the integration of technology for the generation of stability in the long run (Omer and Noguchi, 2020).
• Environmental factors: The development of business in the modern environment is required to generate sustainable elements. The need for environmental laws and their alignment within the nation plays an important role. Though Virgin Atlantic has generated effectiveness in the creation of sustainability by the end of 2030, effective strategies need to be implemented that might support the growth of the business in the long run system (Olabi et al., 2022). The environmental capability of the organisation is highlighted in the creation of stability in business factors.

What is not going well?

Virgin Atlantic has not invested in technology in the required way. They have generated views in the creation of quality service to the customers but failed to meet the views of environmental factors at the same time. Investment in technology within the organisation is required in prominent factors. Through the integration of an effective HRM straining system, the employees should be made aware of the development to be integrated into the system through the use of technology. As per Fonseca, Domingues, and Dima (2020), it will help in the reduction of cost along with the generation of effective strategies in the long-run system that helps in improving the brand image of the organisation.

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Conclusions

The above study has highlighted the need for SDG and the generation of sustainability in the business environment. It highlights the needs of the people within the nation as a whole. Eradication of carbon emissions in the current scenario has played an important role. The effectiveness of the integration of SDG 7 in the case of Virgin Atlantic plays an essential role in attracting the views of people in more significant factors and bringing about effectiveness in the system. Energy is related to the generation of cost-based and quality-based factors.

Recommendations

Investment in technology is required for huge factors that tend to align the views of the people with those of the organisation in the long run. Through investment In technology, carbon emissions can be increased at a considerable rate while appreciating the use of clean energy and aligning with SDG 7, on the other hand. Based on the analysis. The views of the investors in the current scenario need to be engaged, as their support in the present system plays an important role.

References

Asadikia, A., Rajabifard, A. and Kalantari, M., (2021). Systematic prioritisation of SDGs: Machine learning approach.World Development,140, p.105269. https://www.sciencedirect.com/science/article/pii/S0305750X2030396X

Elavarasan, R.M., Pugazhendhi, R., Irfan, M., Mihet-Popa, L., Campana, P.E. and Khan, I.A., (2022). A novel Sustainable Development Goal 7 composite index as the paradigm for energy sustainability assessment: A case study from Europe.Applied Energy,307, p.118173. https://www.sciencedirect.com/science/article/pii/S0306261921014446

Elavarasan, R.M., Pugazhendhi, R., Jamal, T., Dyduch, J., Arif, M.T., Kumar, N.M., Shafiullah, G.M., Chopra, S.S. and Nadarajah, M., (2021). Envisioning the UN Sustainable Development Goals (SDGs) through the lens of energy sustainability (SDG 7) in the post-COVID-19 world.Applied Energy,292, p.116665. https://www.sciencedirect.com/science/article/pii/S0306261921001951

Eras-Almeida, A.A. and Egido-Aguilera, M.A., (2020). What is still necessary for supporting the SDG7 in the most vulnerable contexts?.Sustainability,12(17), p.7184. https://www.mdpi.com/815990

Fonseca, L.M., Domingues, J.P. and Dima, A.M., (2020). Mapping the sustainable development goals relationships.Sustainability,12(8), p.3359. https://www.mdpi.com/696362

Olabi, A.G., Obaideen, K., Elsaid, K., Wilberforce, T., Sayed, E.T., Maghrabie, H.M. and Abdelkareem, M.A., (2022). Assessment of the pre-combustion carbon capture contribution into sustainable development goals SDGs using novel indicators.Renewable and Sustainable Energy Reviews,153, p.111710. https://www.sciencedirect.com/science/article/pii/S1364032121009849

Omer, M.A. and Noguchi, T., (2020). A conceptual framework for understanding the contribution of building materials in the achievement of Sustainable Development Goals (SDGs).Sustainable Cities and Society,52, p.101869. https://www.sciencedirect.com/science/article/pii/S2210670719313009

Yu, Z., Khan, S.A.R., Ponce, P., de Sousa Jabbour, A.B.L. and Jabbour, C.J.C., (2022). Factors affecting carbon emissions in emerging economies in the context of a green recovery: implications for sustainable development goals.Technological Forecasting and Social Change,176, p.121417. https://www.sciencedirect.com/science/article/pii/S0040162521008489