Duncan Aviation’s Post

Virgin Atlantic's recent ad promoting sustainable aviation fuel (SAF) flight was ruled "misleading" by the UK Advertising Standards Authority (ASA) for its claim of using "100% sustainable aviation fuel." Despite using industry-standard terminology and matching the government's description, the ASA upheld complaints, emphasizing the need for more transparent communication on SAF's environmental impact. Virgin Atlantic defended its position, highlighting the flight as a significant step towards decarbonizing long-haul aviation and reaffirming its commitment to achieving net-zero emissions by 2050. Keeping aspirational statements in check is important to maintain the validity of environmental marketing - based on facts, truth, and science. ESG Today Virgin Atlantic Rolls-Royce Boeing The University of Sheffield Imperial College London ICF RMI Heathrow #environmentalcontent

Dirk's prediction that within a year or two, airlines may not be able to call Sustainable Aviation Fuel "Sustainable" is very plausible. The UK Advertising Standards Authority yesterday upheld a complaint against Virgin Atlantic for claiming "100% sustainable aviation fuel" in their recent transatlantic flight. The airline did indeed fuel the plane only with what we call SAF, but the issue here is with what the S in SAF means. The Virgin flight reportedly generated about 64% lower life cycle emissions than a conventional kerosene-powered flight - but do we get to call that "sustainable"? It's certainly *more* sustainable than kerosene, but in the basic sense of "can go on indefinitely" it isn't really. If I repeatedly borrow €100 from my savings and then only put €64 back, that's not really sustainable. (Yes, I know that "SAF" is well-established as a term, but the industry could really do without getting into a fight about "sustainable" terminology. Better to take the initiative and at least qualify the "SAF" term by referring to the level of lifecycle carbon reductions, as others have suggested. So the Virgin flight could be fairly described as "SAF64", and if a flight is using a 10% blend of a biofuel with 70% lower emissions, that could be "SAF7", and so on. BBC News Business Today interviewed me this morning about the ASA/Virgin Atlantic news and I made the point that SAF is really important, it's the closest thing we have to a silver bullet for decarbonising aviation, and we have to scale it up really fast - but it's not a complete solution. And the second point I made (which we will inevitably find ourselves talking about more and more): we're trying to scale up SAF to represent a larger share of aviation fuel use, but we're chasing a moving target, because global air traffic is continuing to grow, and the industry is (unsurprisingly) projecting continued growth.

Can we just continue using “Sustainable” in Sustainable Aviation Fuel as we do today? Do we start referring to SAF64, SAF95,... or is a new terminology required? Many airlines are now communicating about their use of Sustainable Aviation Fuel (SAF), but as this Financial Times article illustrates, there's a risk of overselling the carbon reduction efforts towards consumers. The recent Virgin Atlantic controversy underscores how critical transparent communication is. Patrick Edmond 🇺🇦 and others suggested a straightforward yet revolutionary approach: label SAFs by their actual lifecycle carbon reductions. Imagine calling Virgin’s flight “SAF64” based on its 64% lower CO₂ emissions compared to traditional jet fuel. If a flight uses a biofuel blend of 10% that cuts emissions by 70%, it should be “SAF7”. This may not only reflect true environmental impact better but also push the industry towards authentic sustainability goals. #SustainableAviationFuel #Greenwashing #ClimateAction #Aviation #CarbonReduction #VirginAtlantic #SAF

Optimism leads the way forward ✈️ In the long run, decarbonizing aviation is a complex challenge that includes replacing the majority of jet fuel with SAF but the most important driver is optimism. 🌱 Amelia DeLuca, Chief Sustainability Officer at Delta Air Lines, said “While things can seem daunting, there is a path forward. We want customers to feel like they are having a more sustainable travel experience regardless of the airline they are flying with, so they continue to have faith in us as a sector. Sustainable aviation fuel plays a huge role in this. It can and will scale, and ultimately prove there is a path forward for the aviation industry.” 💡 Delta aims to replace 10% of the 4 billion gallons of fuel used each year with sustainable aviation fuel by the end of 2030. https://lnkd.in/gdQnw4qP

Here comes the airplane! 🛫🌱 Get ready for a mouthful of sustainable #aviation research from Nafisa Lohawala and Zhiqing (Phoebe) Wen! In a new report, they explore the opportunities and challenges of reducing the #emissions from commercial aviation. Learn more! ⬇

🌍✈️ Pioneering Sustainability in Aviation: Clay Lacy Aviation Leads the Way Congratulations to Clay Lacy Aviation for earning the NBAA Sustainable Flight Department Accreditation! This achievement highlights their commitment to reducing environmental impact while setting new industry standards in sustainability. At Stratos, we recognize the importance of building a sustainable future for aviation, and it’s inspiring to see Clay Lacy take such significant strides. By embracing renewable energy, carbon offset programs, and sustainable aviation fuels (SAF), they’re not just improving their operations—they're setting an example for the entire industry. As business aviation evolves, companies like Clay Lacy show that performance and sustainability can go hand-in-hand. The future of flight is green, and we’re excited to be part of this journey. #Aviation #Sustainability #BusinessAviation #ClayLacyAviation #GreenFlight #SAF #Stratos

I'm excited to share our report on aviation sustainability, co-authored with Zhiqing (Phoebe) Wen, released this morning! ✈️  It discusses key challenges associated with scaling sustainable aviation fuel, developing alternative aircraft technologies, making consumer behavior and airport operations more sustainable, and increasing countries’ accountability for emissions from international aviation. We also review how decisionmakers in the United States and internationally are tackling these challenges. We particularly focus on identifying key research areas that could inform effective policymaking to minimize aviation’s environmental impact.  Designed primarily for newcomers to aviation sustainability (particularly researchers), this report offers a detailed overview of the current issues. 📊📚 If you're also engaged in this field or working on related challenges, I'd love to connect and hear about your insights and initiatives! #Aviation #Sustainability #ClimatePolicy

I'm very excited to share a new report by Nafisa on the future of sustainable aviation. It covers important topics like sustainable aviation fuels, hydrogen and electric planes, and the need for clearer rules and standards. If you're interested in how we can make flying more sustainable, I suggest reading at least the Executive Summary or the related explainer. Full report: https://lnkd.in/eU97GEPG Explainer: https://lnkd.in/e4b9pNwc #aviation #sustainability #climatechange #climatepolicy

Sustainability in the aviation sector has become a critical priority for Chief Sustainability Officers (CSOs) as airlines seek to reduce their carbon footprint. In this insightful blog by Cloverly, you’ll explore the role of the Carbon Offsetting and Reduction Scheme for International Aviation (CORSIA) in driving meaningful climate action in aviation. Learn how this global framework can support your organization’s sustainability goals and discover key strategies to navigate the complexities of carbon offsets in the aviation industry. Follow us for more info & visit www.co2bank.asia today to be part of the change! *Credit CLOVERLY #CarbonBank #Cloverly #CORSIA #SusainableAviaion #ClimateAction Click the link below to watch the full video: https://bit.ly/40plMmT

🌍 Celebrating #WorldEnvironmentDay: Our Commitment to a Greener Future in Aviation Did you know the aviation industry contributes to 2.5% of the world's CO2 emissions? As your key airline partner, we're committed to reducing our environmental footprint and fostering a greener future for the #aviation industry. Hear from Ross Houghton how we're making a positive difference👉 https://bit.ly/3yOtoU4 Together, we can build a more sustainable aviation industry for future generations. #WorldEnvironmentDay #Sustainability #AviationIndustry #GreenEconomy