Icelandair launched its new company strategy in 2019. Becoming a leader in responsibility by 2025 is one of five strategic initiatives in the new strategy, and hence, responsibility is an integral part of the strategy that is currently being implemented. The strategy has an overall focus on profitability, sustainable growth and responsibility.

On this background, Icelandair developed a new sustainability strategy in 2019 taking a starting point in the UN Sustainable Development Goals (SDGs). The SDGS have become a universal language of governments, civil society and businesses to work towards a more sustainable future. As part of the process to define our strategic focus areas, we have conducted a large scale stakeholder dialogue, looked at benchmarks and trends, and identified Icelandairs positive and negative impact on all targets and subtargets of the SDGs.

How we create shared value

• Generating jobs and benefiting the economy
• Focus on limiting climate impacts
• Driving change through responsible procurement
• Promoting gender equality
• Key elements of a responsible business

Health, safety & environment

• Human rights, diversity and inclusion
• Business ethics and anti-corruption
• Energy efficiency & renewable energy from buildings and ground materials
• Strategic focus areas and key goals:

1. Reducing CO2 emissions
2. Promoting gender equality
3. Ensuring a responsible supply chain

Strategic focus areas and key goals

• Based on involvement of all functions and business units in Icelandair, we have chosen four Global Goals as our strategic focus areas. The focus areas represent areas where we can create shared value
• Reducing CO2 emissions

1. 20% reduction of CO2 emissions from flight operations
2. 40% reduction of CO2 emissions from ground vehicles.

Promoting gender equality

• Never less than 40% of either gender in management positions
• Increase the number of female pilot positions by 25%
• Increase the number of male cabin crew positions by 25%
• Increase the number of female aircraft maintenance technicians by promoting the job and education to girls.
• Ensuring a responsible supply chain
• By end-2020, top 100 suppliers have gone through our risk screening model and actions have been taken to act on the assessment
• By end-2021, our Code of Conduct is integrated in all business contracts
• By end-2021, all significant suppliers have gone through risk screening model and actions have been taken to act on the assessment

Driving economic value

• Map Icelandair Group’s contribution to Iceland’s econo
• Icelandair has set specific targets for several of the focus areas, while a few are still being explored to better understand our current baseline. Targets for these areas will follow in 2020.

For each focus area, Icelandair has formed a working group to ensure action. Read more about the actions taken in 2019 and planned for 2020 in the companys annual report.