Sustainability In The Air

• How Alaska Star Ventures is funding the future of sustainable aviation

  In this episode, we speak with Pasha Saleh, Head of Corporate Development at Alaska Airlines, who leads Alaska Star Ventures, the airline’s corporate venture capital arm focused on sustainable aviation technologies. Saleh shares insights about the airline’s approach to sustainability investments and their vision for decarbonising the industry.Saleh discusses:The founding vision for Alaska Star Ventures, which was established to accelerate the development of technologies that don’t yet exist but are essential for achieving net zero.The investment strategy that started with partnerships with firms to gain expertise before making direct investments, resulting in nearly $90 million deployed to date across various aviation sustainability technologies.Strategic investments in companies like Jet Zero, a blended wing aircraft that could deliver up to 50% fuel reduction.The airline’s approach to sustainable aviation fuel (SAF) investments through companies like Twelve and Air Company, focusing on Power-to-Liquid technology that produces fuel from air and water.Saleh emphasises that sustainability investments are “going to give rise to whole new industries that don’t exist yet today,” highlighting Alaska Airlines’ approach to shaping the future of sustainable aviation.If you LOVED this episode, you’ll also love the conversation we had with Eveliina Huurre, SVP, Sustainability at Finnair, who shares the airline’s comprehensive approach to sustainability as it celebrated its centenary last year. Check it out here. Learn more about the innovators who are navigating the industry’s challenges to make sustainable aviation a reality, in our new book ‘Sustainability in the Air’. Click here to learn more.Feel free to reach out via email to [email protected]. For more content on sustainable aviation, visit our website green.simpliflying.com and join the movement. It’s about time.Links & More:Alaska Airlines launches investment arm to accelerate progress to net zero - Alaska AirlinesAlaska Airlines announces investment in JetZero to propel innovative aircraft technology and design - PR NewswireAlaska Airlines’ venture lab spins out its first startup: Odysee - TechCrunch   ESG - Alaska Airlines This episode is brought to you by 4AIR. 4AIR is leading the way with the industry’s first framework to address aviation’s climate impact—offering clear, verifiable pathways to reduce and counteract aircraft emissions. For more information, please visit: https://www.4air.aero/

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• How Finnair celebrated its centenary with 100 sustainability initiatives

  In this episode, we speak with Eveliina Huurre, Senior Vice President, Sustainability at Finnair, who shares insights about the airline’s approach to sustainability and their ambitious targets to reduce emissions. Huurre discusses:The employee engagement initiative that yielded 300 sustainability ideas, with 100 selected for implementation during Finnair’s centenary celebrations, ranging from small cultural changes to more substantial investments in sustainable aviation fuel (SAF).Finnair’s science-based target to reduce carbon emissions intensity by 34.5% by 2033 (using 2023 as the baseline), translating to approximately 13% net reduction in absolute CO2 emissions, despite expected growth.The central role of SAF in Finnair’s sustainability strategy, with plans to increase its usage from 0.4% in 2023 to 1.8% in 2024, and to double voluntary SAF purchases in 2025.Finnair’s approach to operational efficiencies, including fuel-saving strategies like optimised aircraft allocation, pilot training for fuel efficiency and single engine taxiing.Innovative customer engagement through a simple SAF contribution option in the booking process, allowing passengers to contribute between €3-15 per flight, with early adoption exceeding expectations.The importance of industry collaboration at national, European and global levels, working with organisations like IATA, oneworld alliance (on joint SAF purchases), and A4E on policy frameworks to enable the energy transition in aviation.Huurre emphasises that making aviation sustainable isn’t about “who gets there first, but how we do this together,” highlighting Finnair’s approach to the challenges and opportunities in advancing sustainable air travel.If you LOVED this episode, you’ll also love the conversation we had with Grace Cheung, General Manager of Sustainability at Cathay, who shares insights about the airline’s “greener together” approach to sustainable aviation. Check it out here. Learn more about the innovators who are navigating the industry’s challenges to make sustainable aviation a reality, in our new book ‘Sustainability in the Air’. Click here to learn more.Feel free to reach out via email to [email protected]. For more content on sustainable aviation, visit our website green.simpliflying.com and join the movement. It’s about time.Links & More:Sustainability - Finnair Finnair announces 100 sustainability efforts to mark 100 years - Inflight6 highlights of our sustainability work from last year - FinnairThis episode is brought to you by 4AIR. 4AIR is leading the way with the industry’s first framework to address aviation’s climate impact—offering clear, verifiable pathways to reduce and counteract aircraft emissions. For more information, please visit: https://www.4air.aero/

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• Is demand management in aviation a myth or reality?

  In this special episode, we bring together Patrick Edmond, Managing Director of Altair Advisory, and Shashank Nigam, CEO of SimpliFlying, to discuss whether aviation demand management is a myth or a necessary component of climate action. Moderated by Dirk Singer, SimpliFlying’s Head of Sustainability, the discussion stems from a heated LinkedIn exchange between Patrick and Shashank, sparked by Shashank’s reflections after speaking at the World Economic Forum in Davos earlier this year. As the debate gained momentum online, many called for a live conversation – so we decided to host the debate on Sustainability in the Air.The debate covers:The fundamental tension between airline growth ambitions and climate goals, with Shashank sharing insights from his Davos roundtable where aviation CEOs emphasised unfettered growth instead of sustainable growth.The concept of the “guilt premium” versus the “good global citizen premium” in sustainable aviation fuel (SAF) adoption to achieve price parity, with Patrick arguing that systemic policy changes are needed rather than relying on individual airline actions.The relationship between ticket pricing and travel behaviour, and whether raising ticket prices can curb aviation demand.The frequent flyer problem, with a small percentage of travellers accounting for a disproportionate share of emissions, and why a frequent flyer levy is an effective solution.Unexpected silver linings, such as how loyalty program changes might inadvertently encourage more sustainable corporate travel practices.In the end, despite their differing perspectives, Shashank and Patrick found common ground, agreeing that while technological innovation is crucial, broader systemic approaches are needed to address aviation’s growing climate impact.If you LOVED this episode, you’ll also love the conversation we had with Lee Beck and Thomas Walker of the Clean Air Task Force who discuss the complex challenges and innovative solutions for decarbonising the aviation industry. Check it out here. Learn more about the innovators who are navigating the industry’s challenges to make sustainable aviation a reality, in our new book ‘Sustainability in the Air’. Click here to learn more.Feel free to reach out via email to [email protected]. For more content on sustainable aviation, visit our website green.simpliflying.com and join the movement. It’s about time.Links & More:Why “flying less” offers the best path to sustainable aviation - T&EAviation likely to be the UK’s leading emitter by 2040, forecasts Climate Change Committee - GreenAir News This episode is brought to you by 4AIR. 4AIR is leading the way with the industry’s first framework to address aviation’s climate impact—offering clear, verifiable pathways to reduce and counteract aircraft emissions. For more information, please visit: https://www.4air.aero/

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• How InfluenceMap’s data-driven approach tracks aviation climate advocacy

  In this episode, we speak with Lucca Ewbank, Program Manager, Transport at InfluenceMap, who shares how the non-profit think tank uses data-driven analysis to assess corporate engagement with climate policies, and holds the corporate and financial sectors accountable for their role in climate change.Ewbank discusses:The significant disparity between what airlines say publicly versus what they advocate for in private meetings with policymakers, uncovered through Freedom of Information (FOI) requests that reveal how industry associations often oppose stronger climate regulations.The clear split within the aviation sector between “positive leaders” (typically low-cost carriers) who support more ambitious climate policies, and “laggards” (legacy carriers) who often oppose extensions of emissions trading schemes.Concerns about sustainable aviation fuel (SAF) policies, particularly how some industry players advocate for feedstock calculations that might underestimate emissions.The aviation industry’s consistent opposition to demand management measures, with examples of airlines taking legal action against flight caps at airports.The role investors can play in encouraging positive climate policy engagement by holding companies accountable for their lobbying activities and pushing for transparency between public commitments and private advocacy.Ewbank emphasises that while there are encouraging signs from some industry leaders, aviation emissions continue to grow rapidly even as other sectors reduce their climate impact, with EU aviation emissions rising 9.5% in 2023 while overall EU emissions fell by 8%.If you LOVED this episode, you’ll also love the conversation we had with Matt Finch, UK Policy Manager at Transport & Environment, who discusses the need for more ambitious policies and actions to address aviation’s environmental impact. Check it out here. Learn more about the innovators who are navigating the industry’s challenges to make sustainable aviation a reality, in our new book ‘Sustainability in the Air’. Click here to learn more.Feel free to reach out via email to [email protected]. For more content on sustainable aviation, visit our website green.simpliflying.com and join the movement. It’s about time.Links & More:InfluenceMapNew research shows major US airline and biofuel industries push for weaker US sustainable aviation fuel policy - InfluenceMap US Sustainable Aviation Fuel (SAF) policies and corporate engagement - InfluenceMap EY, Capgemini & InfluenceMaThis episode is brought to you by 4AIR. 4AIR is leading the way with the industry’s first framework to address aviation’s climate impact—offering clear, verifiable pathways to reduce and counteract aircraft emissions. For more information, please visit: https://www.4air.aero/

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• Why Zaffra is betting big on sustainable aviation fuel production

  In this episode, we speak with Jan Toschka, CEO of Zaffra, a joint venture between Topsoe and Sasol.  Toschka shares insights about scaling sustainable aviation fuel (SAF) production and why he believes the aviation industry must take responsibility for its own decarbonisation rather than relying on other sectors.Toschka discusses:The unique positioning of Zaffra, combining Topsoe’s expertise in low-carbon HEFA technology with Sasol’s experience in building and operating large-scale gas-to-liquid facilities, positioning them strongly in both renewable and synthetic SAF production.His perspective on financing SAF infrastructure, breaking down the seemingly daunting €250 billion European investment needed by 2050 into more manageable numbers – about €10 billion annually, which could be funded by approximately €10 per passenger across Europe's billion annual travellers.The complementary role of different SAF technologies, with HEFA being the most de-risked pathway currently available, whilst power-to-liquid (PTL) solutions are expected to provide at least 50% of SAF volume in 20-30 years.The importance of both mandates and incentives in driving SAF adoption, with EU mandates helping de-risk demand whilst US incentives under the IRA make investments more manageable. Toschka suggests a combination of both approaches, similar to the UK model, might work best.The strategic approach to SAF distribution, advocating for focused deployment at 20-30 major hub airports initially, supported by book-and-claim systems, rather than attempting immediate widespread distribution across all airports.Toschka emphasises that whilst the aviation industry should pursue multiple decarbonisation pathways including hydrogen and electric aircraft, SAF remains the only viable solution for long-haul aviation in the foreseeable future, and the industry cannot afford to wait for perfect solutions whilst existing aircraft continue operating.If you LOVED this episode, you’ll also love the conversation we had with Sarah Ellerby, CEO of Nova Pangaea Technologies (NPT), a UK-based cleantech company that has created a patented technology to enable SAF production from agricultural and forestry waste. Check it out here. Learn more about the innovators who are navigating the industry’s challenges to make sustainable aviation a reality, in our new book ‘Sustainability in the Air’. Click here to learn more.Feel free to reach out via email to [email protected]. For more content on sustainable aviation, visit our website green.simpliflying.com and join the movement. It’s about time.Links & More:ZaffraSasol and Topsoe launch Zaffra: A venture to help decarbonise aviation - Renewable Energy Magazine This episode is brought to you by 4AIR. 4AIR is leading the way with the industry’s first framework to address aviation’s climate impact—offering clear, verifiable pathways to reduce and counteract aircraft emissions. For more information, please visit: https://www.4air.aero/

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