My job has sent me to Amsterdam for the week, and when I went to the Continental Airlines website to check in for my flight the other day, I was presented with the option to buy carbon offset credits – powered by an organization called Sustainable Travel International.

The whole idea of carbon offsetting is met with some harsh criticism. Skeptics argue that it’s just a way to help people feel better about themselves without having to change their consuming, polluting lifestyles…

But there’s no reason why purchasing carbon offsets can’t be just one part of a person’s overall change in lifestyle, instead of an alternative to change. And the truth is the money spent on carbon offsets does make its way into projects like wind farms and reforestation initiatives.

It might be better to avoid air travel altogether, but of course it’s unrealistic. I’m happy that the airline industry is promoting not only awareness of the issue in general, but a quantification of my own individual contribution. And I’m happy that they point me to one way of mitigating at least some of the damage.

It won’t save the world, but it’s better than nothing.