It’s no secret that global aviation industry decarbonization is a highly challenging and complex task. International air travel is growing, leading to increased emissions. Technological innovations and carbon reduction plans require time to implement and catch-up. This trade-off between what we face today and future goals can lead to ambiguity around sustainability efforts, especially if plans and initiatives are not communicated effectively. Clear and effective sustainable airport communication is essential.
At iGA Istanbul Airport, we know firsthand that environmental integrity is maintained when our communication is transparent and consistent. While there are many ways for airports to deliver sustainable initiatives, fundamentally they must be conveyed through genuine and measurable practices. There must be clear rationale and strong evidence to support claims, which should be tested regularly to avoid accusations of greenwashing. These practices form the foundation of airport sustainability.
Legacy should be a core focus for sustainability communications; based on the premise that what each of us does today can create a better tomorrow. Here are some key learnings and pointers that have shaped the success of the sustainability communications approach for iGA Istanbul Airport, one of the leaders among green airports:

Focus on Action
Always focus on tangible actions and visible efforts over abstract claims. Sustainability communications must be clear and visible – avoid making vague or unsubstantiated claims. For example, if there is a waste management system in place, make it clear and accessible so that all customers are fully aware how their actions will positively impact the environment. If energy needs are being met by sustainable efforts – make sure this is apparent to those who are making use of the facilities.
For your audiences, emphasize responsibility and accountability over short-term gains or image-building. The goal is to leave a mark that inspires for tomorrow.

Backup with Evidence
The narrative of any sustainability communications should emphasise transformation. Look at where the airport is turning waste into resources, sunlight into energy, and innovative fuels into a greener future. Evidence this narrative at each step and ensure there is transparency in the messaging.
For instance, if working with partners to on sustainability initiatives – be clear about who they are and how they contribute to overall efforts.
At iGA Istanbul Airport:
- Wastewater is treated at a nearby Advanced Biological Wastewater Treatment Plant with a capacity of 15,000 cubic metres per day, supporting our identity as a reclaimed water airport.
- Water quality is monitored through online analysis, and reclaimed water is used throughout the airport for landscaping, contributing to water conservation and environmental sustainability.
- 35% of the water consumed at iGA is sourced from reclaimed water, a strong proof point in our commitment to airport sustainability.
- A reverse osmosis project has been launched to reuse rainwater and biologically treated water for non-potable purposes such as cooling systems and irrigation.
- This is expected to increase the reclaimed water ratio and reduce dependence on the city’s water grid by up to 40%.
Communications should always stick to the facts. External-facing content avoids overpromising or exaggerating achievement and instead focuses on real, measurable actions and their positive outcomes, ensuring transparency – a tried and tested approach that was taken to produce this recent promotional film.

Maintain Consistency
Sustainability efforts are doomed to fail if people don’t back them. Employees are on the front line when it comes to leading in this area, so internal communications play a significant role. Teams and colleagues must be encouraged to be proactive in embedding concepts like sustainability and inclusivity into their day-to-day operations – to make it real, bring it to life and share lived experiences. This can include everything from waste sorting to assisting passengers with disabilities, ensuring that they live and breathe sustainable values and don’t see them simply as words on a page or a marketing tactic.
Passengers and communities must also be empowered to actively participate and become advocates in their own right.
At iGA, we have crocheted dolls handcrafted by local women as part of a social enterprise initiative that promotes economic inclusion and supports women’s employment – aligning with our wider goals on social sustainability and gender equality. The Newton Flight Academy inspires young people to explore STEM fields, encouraging the next generation to engage with climate science and sustainable innovation. We also place strong emphasis on community impact and human-centric sustainability.

This includes inclusivity and accessibility initiatives such as our quiet room for individuals with disabilities and the sunflower name tag program, helping ensure all passengers feel safe, seen and respected – key elements of a truly sustainable airport experience.
At iGA, we also recognize that impactful sustainability communications start from within. Through iGA Academy, we deliver ongoing training and capacity-building programs that help employees understand, embrace, and embody sustainable values in their daily roles. These include topics such as environmental compliance, climate risk awareness, accessibility, and inclusive service delivery. By equipping our teams with the right knowledge and tools, we ensure that sustainability is not only communicated — but truly lived across the organization.

Remember the earth as well as the skies
By focusing on action, backing claims with evidence, and being consistent, airports can make a huge difference through their communications. The very nature of aviation means that industry practitioners – including communicators – tend to look upwards. We think in journeys, destinations and adventures. But delivering lasting and effective change means that airports need to be devoted to the earth as well as the skies. Effective sustainability communications – and the same can be said for diversity, equality and inclusion – is achieved by remaining grounded: that is being honest, humble and accountable. By verifying statements, evidencing claims and encouraging action, airport teams will leave a lasting legacy.
“We do not inherit the earth from our ancestors, we borrow it from our children.” Native American proverb
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