How woke is Alaska Airlines?

Introduction

Alaska Airlines, based in SeaTac, Washington, has become a major player in the airline industry since its start in 1932. Known for friendly service and technological innovation, Alaska Airlines is soaring high with its diversity, equity, and inclusion (DEI) initiatives. Let’s look into what makes Alaska Airlines a woke brand and see how its policies stack up.

Financial Contributions to Progressive Causes

OpenSecrets reports that individuals associated with the company and related PACs have supported various political candidates across the spectrum. Yet, there’s no clear proof of direct company funding for progressive causes.

Still, Alaska Airlines supports progressive ideals through other means, including DEI initiatives and environmental sustainability efforts.

This is evident in their Corporate Giving page, which states: “We support nonprofit organizations focused on underrepresented communities primarily focused on: women, LGBTQ, veterans and people of color.” They further commit that “we also aim to support nonprofit organizations who are devoted to environmental sustainability by preserving the communities we love.”

Prioritization of DEI Policies

In 2021, Alaska Airlines announced ambitious DEI goals for 2025, aiming to increase racial diversity at all levels to at least 30% and improve their Inclusion Index Score. They’re working on leadership development, mentorship programs, and partnerships with diverse organizations. Plus, their Supplier Diversity Program is all about partnering with businesses that reflect the communities they serve.

According to them: “Our suppliers and partners should reflect our communities and share in our commitments to DEI by making diversity, equity and inclusion part of its corporate structure and goals, including working with suppliers who share in its commitment,” among others.

Mandatory Training Sessions

Alaska Airlines takes mandatory training seriously. All employees go through racial equity training, and leaders attend workplace equity workshops. Managers are trained on a strict zero-tolerance policy for harassment and discrimination.

“Through DEI training at all levels of the company, and especially for leaders, we are creating awareness and education on equity and inclusion,” Alaska Airlines notes.

Support for LGBTQ+ Initiatives

Alaska Airlines is really taking off in its support for the LGBTQ+ community. They earned a perfect score on the Human Rights Campaign’s Corporate Equality Index. They’ve updated their systems to include more gender options and use gender-neutral greetings on flights. Their Pride Crew business resource group and partnerships with LGBTQ+ organizations demonstrate a solid commitment to inclusivity.

Alaska First Officer Jessica (last name omitted in original article), who “transitioned to presenting as a female in 2012, three years after obtaining her airline pilot certification,” says in a news release: “It has always been my dream to work for an airline (and more specifically Alaska) with an inspiring diversity, equity, and inclusion program that helps build up marginalized communities.”

Marketing and Branding

Alaska Airlines has social activism on its radar when it comes to marketing and branding. They feature DEI initiatives prominently in their marketing, celebrate Pride Month, and emphasize environmental sustainability.

In one of its bigger ad campaigns, Alaska Airlines partnered with UNCF, the largest minority education organization, to create a special aircraft symbolizing their commitment to racial equity and DEI.

“In partnership with UNCF, this special aircraft is a symbol of our commitment to education and advancing racial equity at Alaska Airlines, and we hope it inspires others as well,” the company states.

Conclusion

Alaska Airlines has implemented various policies and initiatives that align with progressive values. These include a focus on diversity, equity, and inclusion (DEI) in corporate practices, support for the LGBTQ+ community, and efforts towards environmental sustainability, making it a woke brand. However, the airline has faced backlash and legal challenges from conservative groups, such as with their perceived overemphasis on DEI policies. Despite these controversies, Alaska Airlines continues to prioritize inclusivity and diversity as core elements of its corporate identity.