Responsibility and Profits: What Temple of Luxury has Taken on the Role of Guardian?

“Faire du ciel le plus bel endroit de la terre” (Making the sky the best place on earth): the Air France slogan first used in 1999 illustrated the extent of the ambition of the French national airline’s company mission. From then on, the issue was no longer a simple means of transport with clear, fixed promises –“La ponctualité est notre meilleure publicité” (Punctuality is our best advertisement)–, or even simpler, evoking just movement –“L’Art du Voyage” (The art of travel), “Demandez-nous le monde” (Ask us for the world)–, it became a way of approaching the universe from a new angle, even considering another way of life. The brand itself was no longer enough to attract clients, despite the fact that it was absolutely evocative of its offer.