Lots of Scandinavian businesses, in this post-Greta atmosphere, are scrambling in an effort to help people legitimise their continued extravagant spending. Trying to cram in as many feel-good buzzwords as possible: Fair-trade, green, sustainable, responsible etc.
SAS: "Hey rich middle-class Scandinavian people who like to travel, did you know that you're not just being a spoiled selfish first worlder when you travel with SAS? Oh no, when you go to Barcelona for the weekend or a spa-retreat in Aruba you're bringing back important new ideas to your country, shaping culture and helping integration. You're essentially just being a really good person by spending, so think about that and not your carbon foot print".