In a recent Gradually Greening column Karl Schroeder explained how people can apply carbon offsets to driving or airfares. It was only a matter of time before a Canadian airline decided to bundle carbon offsetting as an option.
Air Canada is now giving customers the option of offsetting the amount of carbon emitted as a result of their flight, in this case with the monies collected going to reforestation in British Columbia, courtesy of zerofootprint.
Even if you worry about whether such offsetting is just a modern form of selling indulgences, such a scheme has the same virtue as smart metering of electricity, or of showing people their medical bill even if they don't have to pay for it. It gives partial feedback, making visible some of the hidden costs of our activities. Whether people take advantage of the offset option or not, that's an idea worth bundling.