When Scandinavian Airlines (SAS) visited South by Southwest, their name tags bore the slogan, “Never stop exploring.” Their technological explorations might be a key to saving our planet.

Rickard Gustafson, the CEO of SAS and Didrik A. Fjeldstad, its Vice President of brand marketing, visited our podcast recently when they were in town for SXSW.

Gustafson hopes to “spark some discussions with my US colleagues about sustainability. “For us it's about pollution, emissions, and greenhouse gasses. For them it's primarily a discussion about noise.” Let that sink in for a minute.