Some key observations from the annual sustainability report of the Singapore Airlines are as follows. Social contributions and the environmental perspective are well connected. In more traditional approach towards sustainability, companies might follow a less integrated approach where social and economic perspective connections might not be significant. SIA has moved on to a more integrated approach. SIA has made use of the needed KPI assessment for the financial year and also elaborates on detailed CO2 emissions.
In the case of material assessment which is a part of the G4 application, the customer, employee focus, the safety of stakeholders, the environment, governance, shareholders and suppliers are all brought under the assessment. For the employees, the company has launched “Breakfast with CEO” sessions. It has organized HR forums for better communication and has initiated a revamped outlook for collecting feedback from employees. For customers, the SIA sustainability initiatives have innovated products served online with a healthy perspective. Wholesome meals are served to the customers. Customer affairs unit works around the clock to meet customer feedback and demands in time. On a similar note, SIA has also worked on safety management systems. In the context of supplier engagement initiatives, an integrated sustainability planning is done. Environmental management and the quality of products also play a pivotal role in ensuring that SIA is committed to their work.
When it comes to the people account, it can be seen that SIA supports community initiatives such as educational support for communities across the work. It offers initiatives in the form of charity cycling events for instance. The proceeds from this charity then go on to meet the study educational opportunities. Funds were raised by alliances with charity institutions like Club Rainbow (Singapore). The funds went to sponsoring tuition for children. Funds were also used for the purpose of creating educational seminars on the chronic conditions and diseases in children. This is more like an awareness campaign.