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The Financial Value of a Clean Beach: Pragmatic Natural Capital Valuation in Action

Destinations in Latin America and the Caribbean make up one-third of JetBlue’s route network, and the ecosystem health and natural appearance of these destinations have a direct impact on our business. No one benefits when oceans and beaches are polluted, yet these problems persist around the world. JetBlue has partnered with The Ocean Foundation to try to show the economic value of clean beaches by directly tying the importance of nature to the airline’s main economic measure— revenue per available seat mile (RASM). By attempting to attach actual dollar values to unspoiled shorelines, the brand hopes to strengthen interest in protecting destinations’ ecosystems its stakeholders depend on and promote the economic importance of shoreline conservation.

Speaker:

Sophia Leonora Mendelsohn, JetBlue Airways

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