La-Z-Boy Campaign Calls for Passengers to Skip Seat Reclining
A new ad campaign by furniture company La-Z-Boy is drawing attention to a growing in-flight irritation: seat reclining. The campaign, launched in late November, includes a humorous petition urging passengers to “Do the upright thing. Don’t recline when you fly.” As of Monday, the petition had gathered over 186,000 signatures, highlighting how reclining seats on airplanes has evolved from a normal practice to a source of discomfort for many passengers.
The campaign’s video showcases the “domino effect” caused by one person reclining their seat, leading to a ripple effect of inconveniences for those behind them. Spilled drinks, damaged laptop screens, and cramped knees are some of the consequences shown in the video, underscoring how a simple action can disturb fellow passengers. La-Z-Boy’s petition argues, “just because you can doesn’t mean you should,” placing the company squarely in the “never recline” camp.
This issue has sparked debate among air travelers, particularly as passenger sizes increase and seat pitches shrink. While behaviors like personal grooming or removing shoes are widely criticized, opinions on seat reclining tend to divide into two main camps: those who believe reclining is inconsiderate and those who defend it, citing that the recline button exists for a reason. A third, more middle-ground view deems reclining acceptable on long-haul or night flights, where comfort is a priority.
The campaign is timely, addressing an ongoing conversation about air travel etiquette. La-Z-Boy, known for its oversized, plush reclining chairs, appears to be capitalizing on the growing frustration with in-flight seat reclining, especially given how airplane cabins are designed with limited space. One additional video in the campaign humorously illustrates how the reclining process can disrupt the entire cabin, particularly the last row, which often lacks the option to recline, but could be one of the few places where reclining is unimpeded.
A 2023 survey by research firm YouGov revealed that opinions on reclining vary by region. Europeans, particularly those in countries with taller populations, tend to be the least tolerant of the practice. On the other hand, fewer than one in three travelers from the United Arab Emirates were bothered by reclining, and passengers from the UAE were generally less annoyed by in-flight behaviors, including noisy children or personal grooming. However, the survey noted that passengers from the UAE were more likely to disapprove of public displays of affection than travelers from other regions.
With over 186,000 signatures and growing support for the petition, La-Z-Boy’s campaign taps into the broader conversation about airplane comfort and etiquette, offering a lighthearted yet thought-provoking message to travelers about the impact of their actions on others during flights.
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Sources: AirGuide Business airguide.info, bing.com, cnbc.com