As I repeatedly point out in my eighth book, Guerrilla Marketing Goes Green, going green can reduce costs and boost profits, as well as provide numerous marketing hooks. Here’s a great example.
From reusing the aluminum seat frames when replacing seats to changing to modular carpeting where only the worn spots get replaced, Southwest—often a pioneer—has shaved weight by more than 600 pounds per plane, drastically lowered its consumption of resources, and shaved costs. The long list of improvements Southwest has made toward greener flying can be seen here.
BTW, did you know that Guerrilla Marketing Goes Green (list price: $21.95) comes with more than $2000 worth of bonuses? Like going green, I try to make buying the book a win-win; click the link and see what else you get.