Smart ‘Nudging’ Strategies for the Win: How Virgin Changed an Important

Employee Behavior

Claire LambertVirgin Atlantic

Fuel = 30% of operating cost

99% of CO2 from

Union

Regulator

PilotManagers

Senior Leaders

‘Trusted Pilots'

Randomised groups

1Control

Information+

Targets +

Donation

4

Information+

Targets

3

Informationonly

2

Zero Fuel Weight Adjustment

Last minute changes

More weight = more fuel

Less weight = less fuel

Efficient Flight

Speed

Direct routing

Optimal altitude

Reduced Engine Taxy In

Touch down

Cool down

Shut down

Hawthorne effect

1Control

Information+

Targets +

Donation

4

Information+

Targets

3

Informationonly

2

Group 2Information only 8.1%

Group 3Information + targets 9.7%

Group 4 Information + targets + donation 8.9%

Over 8 months our pilots saved…

6,800T fuel

21,500T CO2

£3.3M cost

And donated £12K charity