Virgin Australia has copped a lot of flack over its unsolicited offer to prioritize veterans when boarding and to announce gratitude for their service. Sadly the plan has been savaged in the media as virtue signaling and riding the political wave of the PM to back discounts for those who served. Many veterans have come forward saying they have not asked to be saluted in this manner. Many of them wish to be thought of like you and I.
We can sit back and criticize the airline for not doing more due diligence with the veteran community, yet we should not overlook that CEO John Borghetti would have made this decision with absolute rock solid sincerity, thinking of the vets, not how he could win free publicity which is often the norm these days. Had preferential boarding treatment been given to an oppressed minority community he would have probably been championed as a hero of social justice. All of the media that smashed the airline – The Guardian, Fairfax et al would have praised the progressive action. Let us not forget that Virgin’s move was above all made with “good intentions.”
My first recollection of John Borghetti happened almost 20 years ago after some utterly dreadful Qantas service, where he happened to be working at the time. Despite receiving a relatively textbook letter of apology from the Chairman, John personally called me to “connect” with this disgruntled customer. No excuses were given. No attempts were made to cover up the pitiful customer service. He listened because he wanted to learn. He was authentic. No training manual could have taught John what he did. You cannot learn sincerity from a textbook. You either are or you aren’t. The veteran community should know that they will undoubtedly get the exact same ‘ear’ from the CEO to best address needs going forward and I encourage them to speak frankly to him.
As a civilian who is now working alongside veterans I’ve learnt more this year about how wrong many of my preformed notions were with respect to former service men and women. I’ve met veterans suffering from PTSD. I’ve met a war widows who lost veteran husbands to suicide. I spent a week at the Invictus Games seeing how these amazing warriors were ‘unconquered.’ I’ve met veterans, young and old, who are struggling to reintegrate into the workforce at an event. The issues are real. I have seen the amazing work done by veterans trying to find unique ways to help their former mates reintegrate into society. I suggest we embrace Virgin and refocus their positivity.
I am honoured to be given the opportunity to work alongside veterans to make this journey and learn every day. In a sense my mission is in part to represent the civilian community to make them understand veteran needs. There are so many positive ways to affect change and move away from the growing negativity thrown at events like Anzac Day as a celebration of warmongers where our media can be as brazen to criticize brave diggers as rapists, murderers and thieves.
Put simply, we civilians absolutely owe a debt of gratitude to those who have served. How we do it is open to debate. This is at its very roots of the Virgin move. To see the board cower to public pressure and look to rescind the offer on the basis of the constant negativity so prevalent today is the wrong move. Better still, Borghetti’s sincerity should be front and centre here. There is no market collapsing “damage control” risk for Virgin at stake. It is doubtful that veterans will desert the boarding gates of Virgin to punish it.
It would be nice to see that corporate governance today teaches that holding firm on the courage of their convictions is paramount. If the board learns that it must do more due diligence, then so be it. Learn and move on. Don’t wave the white flag. I sincerely hope that the Virgin board doesn’t flake. The board represents shareholders, not the mainstream media.
If I know John Borghetti from my own personal experience, Virgin Australia can achieve what it set out to do. Helping vets. Does Virgin divert its planes to alternative airports when bad weather arises or do they ditch the aircraft into the sea? The board should approach this episode with the same attitude.