Anti-Greenwashing Fare Rebrands

Lufthansa Group renamed its 'Green Fare' as the 'Impact Fare' after the EU's Empowering Consumers for the Green Transition directive took effect, which requires brands to substantiate environmental claims and avoid generic terms such as "green" without recognized certification. More than five million passengers have booked the fare since its 2022 pilot.

For each booking, Lufthansa uses an additional volume of sustainable aviation fuel within six months of departure. On European flights, the fuel covers 20% of estimated flight-related CO? emissions and climate protection projects cover the other 80%, while intercontinental routes split 10% fuel and 90% projects.

As regulators tighten green claims, the rebrand signals how airlines are reworking sustainability labels so that fare names match the substantiated contribution behind them.