SAS has renamed its customer initiative “Conscious Traveler” to “EuroBonus ChangeMakers” as the airline strengthens the program’s connection to its EuroBonus loyalty scheme and wider sustainability strategy.
The updated initiative allows EuroBonus members to take part in activities linked to the airline’s environmental, social and governance goals. Members who complete 10 actions during a calendar year receive a digital ChangeMakers badge along with 5,000 Bonus points and 5,000 Level points.
SAS said the new name reflects a broader ESG approach and makes it clearer how customers can engage with projects already underway across the airline’s operations, customer experience and long-term transformation plans.
“EuroBonus ChangeMakers provides a clearer and more direct way for our members to take part in the direction we are moving as an airline. It connects everyday actions with the broader improvements we are driving at SAS, and it recognises those who want to contribute to that progress. We see a growing interest from our members in understanding how their choices can support the work we are doing with fleet renewal, more efficient operations and the increased use of SAF – Alternative Aviation Fuel. ChangeMakers gives them a simple and meaningful way to engage in that journey,” said Paul Verhagen, Executive Vice President & Chief Commercial Officer, SAS.
The airline said the initiative is designed to encourage travelers to participate in selected activities connected to its operational improvements. These include measures aimed at reducing climate impact through increased use of SAF, also known as alternative aviation fuel, as well as initiatives linked to social sustainability.
SAS said all activities in the EuroBonus ChangeMakers program are connected to areas where the airline tracks progress through internal metrics. The company added that the environmental impact of individual customer actions may vary.
The airline also noted that while some actions are linked to operational efficiency and SAF-related efforts, most emissions reductions continue to come from broader operational and technological changes rather than individual passenger choices.
In the coming months, SAS plans to introduce additional actions and customer touchpoints as it further develops the EuroBonus ChangeMakers initiative and aligns it with the company’s long-term commitments.
