Our Impact Strategy
In this section
Our impact strategy starts with our vision to connect our guests to the world with a remarkable travel experience rooted in safety, care and performance. For decades, Alaska Airlines and Hawaiian Airlines have each remained committed to operating responsibly, supporting our local communities and ecosystems and reducing our footprint. Now, as a combined company, we’ve aligned our efforts in one unified strategy designed to bring our vision to life and shape how we operate, track progress and strengthen our impact over time.
Safety
Safety is our number one priority, upheld by a strong safety culture built on trust, accountability and shared responsibility.
Environment
Responsible stewardship of the natural resources in the places we live and fly begins with taking action where we have control and innovating to build a durable future for our company and industry.
People
Our people are the foundation of safe, reliable and caring service — and our success depends on their engagement and growth.
Communities
Investing in the communities we serve supports economic opportunity, strengthens local resilience and creates meaningful, lasting impact where people live and work.
Governance
Strong governance ensures accountability, transparency and long‑term value creation.
Material Topics
In 2025, we conducted a double materiality assessment to identify and prioritize the impact topics most relevant to our business and stakeholders. This comprehensive process engaged more than 65 internal and external stakeholders, including employees, community advisory boards, suppliers and trade associations, through surveys and interviews. The assessment addressed environmental and social considerations associated with our operations, as well as how impact topics are relevant to our financial performance and long-term success.
Below are the topics identified as most material to Alaska Air Group, organized by category and linked to relevant sections of this report. It is important to note that our materiality assessment reinforced that safety is our number one priority and is foundational to everything we do across these material topics.
2025 Impact Goals Results
SASB: TR-AL-110a.2; IFRS S2: 14(c), 29(a), 35
In 2021, we set ambitious goals to guide our impact strategy. We're proud of the progress we made over the last five years, and we're equally committed to reflecting transparently on where we fell short and what we learned. Throughout this report, we share both the wins and the challenges, and how those insights are shaping our path forward.
Tip: Hover over each icon to learn about our results
2030 Impact Goals
SASB: TR-AL-110a.2, IFRS S2: 6(a), 14(c)
As Alaska and Hawaiian move forward as one airline with two distinct brands, rooted in place and community, we have established a new set of shared goals that demonstrate our responsibility to the people and communities we serve. Our 2030 goals focus primarily on the environment and people, reflecting the results of our double materiality assessment as well as the insights from our climate risk assessment. Safety remains our foundational priority and continues to be measured through its own comprehensive set of key performance indicators that are integrated throughout our operations and compensation structures.
The Governance, Nominating and Corporate Responsibility Committee and the Climate Working Group of our Board of Directors were engaged throughout the creation of our 2030 impact goals during 2025 and into 2026, providing input and supporting our approach. Performance on our new goals will be reported starting next year, and every subsequent year in our impact report.