Right now aviation is a sitting duck. The media presents regular and increasingly frenzied weather forecasts from hell. And the blame for this dreadful future vision is placed firmly at the feet of the aviation industry.
The perception is that environmentally friendly aviation is an oxymoron and powerful groups perpetuate this myth. It is time to fight back.
There is no common voice putting an alternative perspective forward to the media and the traveller. Furthermore, the industry needs to take the emotion out of the equation, and present the public with an accurate assessment of aviation's impact on the environment.
The question of honest measurement will be at the heart of whether or not aviation wins this PR battle. And the recognition that it is late in the day - but that is not the same as being too late.
Matt Fearnley, managing director, Brighter Group.