IAG's announcement had impeccable timing.
On a day when climate activists brought chaos to London's City Airport, British Airways owner declared an ambitious new climate target.
By 2050, it says, it will achieve net zero carbon emissions.
It is the first such commitment by a major airline.
Even if some Extinction Rebellion followers may have more radical objectives in mind.
UPSOT PROTESTER "Shut the airport down!" 83-year old Phil was among protesters taken away by police.
(SOUNDBITE) (English) 83-YEAR OLD ACTIVIST PHIL, SAYING: "With an increasing economy of growth we just take more of the earth.
Any primary school child can tell us that's impossible." IAG boss Willie Walsh said aviation represented only 2 per cent of global CO2 emissions.
But the industry is under pressure to change ... The airline will carbon offset BA's domestic flights, invest in sustainable fuel and phase in more efficient jets ... In line, it says, with global climate targets.
Walsh said it was essential for governments to support such efforts - by providing incentives to invest in new technology.
One target for activists is cheap, easy short-haul flying ... Which, in the UK's case, will not only make it impossible, they say, to meet the government's zero carbon economy goal by 2050 .... But will also have dire consequences for the world.