BulletProofBlog the blog on crisis communications

Recently, CNN reported that Air Canada's regional carrier Jazz has decided to remove life vests from all of its airplanes in an effort to reduce weight and thus save fuel.

At a time when just about every airline is already being criticized for charging customers more for less - on everything from blankets to luggage to drinks - was it smart for Jazz to put its reputation at risk? We' re all looking for ways to save energy in this era of skyrocketing prices, but the airline needs to ask itself whether 50 pounds per flight (the weight of the 100 life vests they are removing) is worth the potential brand and reputation damage this decision might incur.

It' s true that the seat cushions can be used as floatation devices. And it' s true that the air carrier does not fly over the ocean. But consumers don' t make buying decisions based on facts. They buy on emotion. And airline safety is one of the most emotional issues in Corporate America today.

It' s important not to underestimate the emotional power that symbolic gestures wield in the marketplace - and it seems that Jazz has done just that. For years, life vests, seatbelts, and locking overhead storage have provided air travelers with the feeling of safety. Removing one of those symbols could very well create brand liabilities that negate any bottom line gains garnered by minimally reducing the need for fuel.

When influencing buying decisions, emotions trump facts every time. Jazz would be wise to focus more of its attention on how its customers feel, and less on what they think.