Lemon Green: Revolutionising eco-responsible communication in aviation

Lemon Queen, a communication agency specialising in the transport and logistics sector, announces the launch of Lemon Green, its new department dedicated to sustainable communication. As a committed player in the aviation industry, the agency strives to shift mindsets and encourage responsible practices. In 2020, Lemon Queen introduced WeQare in collaboration with Qatar Airways Cargo, a pioneering program aimed at giving back to the community. Since then, the agency has expanded its expertise, undergone training, and matured Lemon Green into a more ambitious project focused on transforming perspectives within the aviation sector—a new milestone in its commitment.

The challenge of communicating about sustainability is real. Having a clear stance on CSR is now essential to inform stakeholders and customers. With multi-year roadmaps, it can sometimes be tough for companies to showcase their immediate actions. Simplifying CSR information and enhancing internal communication are crucial for raising external awareness and engaging employees.

“Words can move mountains. At Lemon Queen, we know all about the power of communication in driving change and influencing opinion, and see it as our urgent duty to raise awareness about the air cargo industry’s challenges and efforts in ecological transition,” says Audrey Serdjebi, Chairwoman and CEO of Lemon Queen. She continues, “Many, when they hear the word ‘Sustainability,’ immediately think of carbon emissions reduction through the use of Sustainable Aviation Fuel. Yet biofuels alone will not provide the entire answer, and the onus to improve is not just on airlines. All of us within the air freight industry have a collective responsibility to act. Every action counts, and Lemon Green provides the expertise and tools needed to create positive change.”

The desire to work alongside NGOs is a core aspect of Lemon Green’s vision. These partnerships multiply engagement opportunities, amplify the chances of transforming mindsets, and reflect a deep commitment to contributing to the planet’s preservation. More than just an initiative, it’s a value-driven approach guiding every action.

While adopting eco-responsible practices is essential, it is crucial that these efforts are authentic to avoid greenwashing. Lemon Green differentiates itself with tailored solutions, such as designing eco-friendly stands and replacing goodies with donations, while partnering with NGOs to create mutually beneficial synergies.

“By creating Lemon Green, our goal is to lead by example through concrete and measurable actions,” explains Marie Férole, Eco-Responsible Communication Coordinator at Lemon Queen. “Contrary to popular belief, sustainable solutions are not necessarily expensive or complex. There are creative and customized alternatives that can make a real impact.”