Left to right: Chantal Khoueiry, Chief Culture Officer at The Bicester Village Shopping Collection; Toby Edwards, Managing Director At Victor; Co-hosts Lisa Snowdon and Stephen Webster. Image: Dave Benett.
Combining an effective sustainability strategy with meaningful communication is what makes a successful CSR campaign. That is what our judging panel was looking for when selecting the CSR Campaign of the Year at the 2020 Positive Luxury Awards. During the ceremony on 25th February, the winner was revealed: Victor.
The private jet charter company works to educate businesses and consumers to take responsibility for their impact. Victor has a fully dedicated carbon offset team which closely monitors the CO2 tonnage offset on a monthly basis. In the first six months of their campaign, they offset more than 25,000 tonnes of carbon. This is the equivalent of protecting trees that cover more than nine times the size of Central Park. Victor also invests in high quality projects accredited by third parties like Gold Standard and VCS.
“Victor is not just creating noise, but defining and delivering positive change,” said Toby Edwards, the Managing Director at Victor. “We were excited by the opportunity of becoming part of a group of people working towards the same mission with a deep respect for the environment.”
As the first company in the industry to implement a carbon reduction programme and set sustainability benchmarks, they hope to influence the entire sector. “200% carbon offsetting on every flight is not just an industry-first, but a world-first commitment to the environment,” added Toby. Victor has already influenced a number of other jet brokers and operators to implement similar actions, and they are proud to be leading that change. Along with that, they’ve seen an increase in both the media and their partners communicating on this change and helping to educate their audiences.
“To be awarded for this hard work and bold step keeps us focused and drives us to push on even more,” Toby said of their win at the Awards. “We are delighted to be recognised for our efforts to effect broader change and be part of a community where we can connect with likeminded businesses and knowledge-share in the future.” Toby accepted Victor’s award at the ceremony, presented to him by Chantal Khoueiry. Chantal is the Chief Culture Officer at The Bicester Village Shopping Collection, Positive Luxury’s partner for this award.
In light of their win, Victor will continue to work on longer term initiatives like their partnerships with biofuel providers, and creating an environmental standard for the entire industry. They also have a CEO-led initiative, #BeyondOffset, which is driving their mission to take responsibility for their carbon footprint and continue encouraging consumers to do the same.
“Businesses and individuals have to be bold enough to make those important first steps towards greater change, despite a potential reluctance from the broader industry, media criticism or operational challenges,” Toby said. “There must be a compromise somewhere.”
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