Still reeling from the 2019 COVID pandemic, it was not until last year that the aviation industry’s passenger profitability firmly returned back to black. The aviation industry as a whole is now once again on the move, with total revenue expected to reach a record high of NZ $996 billion by the end of 2024. This strong growth is predominantly being pushed by an uptake in passenger demand with the total number of airline travellers expected to reach 4.96 billion in 2024 – another record high. With this increased demand potentially comes larger, more adverse environmental consequences.
- The total aviation industry is currently responsible for 2.5% of global CO2 emissions released into the atmosphere.
- Whilst this figure is a lot smaller than other transport types, such as cars, this still equates to over 1 billion tonnes of CO2 per annum.
The Push to Reduce Aviation Emissions
The impact of aviation on the environment has become a focus point for the industry as the world seeks to reverse the impact of global warming. Airlines are now seeking to reduce their emissions whilst simultaneously growing profits.
So, what’s the industry plan to reduce harmful emissions?
The International Air Traffic Transport Association (IATA) represents 330 airlines and over 80% of current global air traffic. IATA are committed to reaching net zero carbon by 2050, whilst still trying to grow aviation. This ‘Fly Net Zero’ strategy will not only be driven by new technologies, improved infrastructure and operational efficiencies but overwhelmingly by the increased use of Sustainable Aviation Fuels.
Sustainable Aviation Fuels (SAFs): The Future of Green Aviation
Sustainable Aviation Fuels (known as ‘SAFs’) are produced from sustainable feedstocks and are very similar in their chemistry to traditional fossil jet fuel. Using SAF results in a reduction in carbon emissions compared to the traditional jet fuel it replaces over the lifecycle of the fuel. SAFs can give an impressive reduction of up to 80% in carbon emissions over their lifecycle, compared to traditional jet fuel, depending on the sustainable feedstock used, the production method, and the supply chain to the airport. It is clear that the industry is placing great weight on SAFs as the driving force to reach net zero by 2050.
Challenges with Greenwashing in the Aviation Industry
SAFs are already being championed by leading industry companies but it remains to be seen whether they will commit to them and whether they will do their part to reach net zero. An increasingly worrying trend has however emerged within the industry which is known as ‘Greenwashing’. This is a PR tactic which makes a company appear more environmentally friendly than it actually is without meaningfully reducing its environmental impact.
Still reeling from the 2019 COVID pandemic, it was not until last year that the aviation industry’s passenger profitability firmly returned back to black. The aviation industry as a whole is now once again on the move, with total revenue expected to reach a record high of NZ $996 billion by the end of 2024. This strong growth is predominantly being pushed by an uptake in passenger demand with the total number of airline travellers expected to reach 4.96 billion in 2024 – another record high. With this increased demand potentially comes larger, more adverse environmental consequences.
- The total aviation industry is currently responsible for 2.5% of global CO2 emissions released into the atmosphere.
- Whilst this figure is a lot smaller than other transport types, such as cars, this still equates to over 1 billion tonnes of CO2 per annum.
The Push to Reduce Aviation Emissions
The impact of aviation on the environment has become a focus point for the industry as the world seeks to reverse the impact of global warming. Airlines are now seeking to reduce their emissions whilst simultaneously growing profits.
So, what’s the industry plan to reduce harmful emissions?
The International Air Traffic Transport Association (IATA) represents 330 airlines and over 80% of current global air traffic. IATA are committed to reaching net zero carbon by 2050, whilst still trying to grow aviation. This ‘Fly Net Zero’ strategy will not only be driven by new technologies, improved infrastructure and operational efficiencies but overwhelmingly by the increased use of Sustainable Aviation Fuels.
Sustainable Aviation Fuels (SAFs): The Future of Green Aviation
Sustainable Aviation Fuels (known as ‘SAFs’) are produced from sustainable feedstocks and are very similar in their chemistry to traditional fossil jet fuel. Using SAF results in a reduction in carbon emissions compared to the traditional jet fuel it replaces over the lifecycle of the fuel. SAFs can give an impressive reduction of up to 80% in carbon emissions over their lifecycle, compared to traditional jet fuel, depending on the sustainable feedstock used, the production method, and the supply chain to the airport. It is clear that the industry is placing great weight on SAFs as the driving force to reach net zero by 2050.
Challenges with Greenwashing in the Aviation Industry
SAFs are already being championed by leading industry companies but it remains to be seen whether they will commit to them and whether they will do their part to reach net zero. An increasingly worrying trend has however emerged within the industry which is known as ‘Greenwashing’. This is a PR tactic which makes a company appear more environmentally friendly than it actually is without meaningfully reducing its environmental impact.
For example, Virgin Atlantic’s headline Flight 100 initiative aimed to champion SAFs when a plane flew across the Atlantic using 100% SAF in both of its engines, ‘marking a significant milestone on the path to decarbonising aviation.’ The initiative was heavily advertised and was designed to promote Virgin’s commitment to reducing emissions and improving the environment.
Fast forward one year and the Auckland advertisement watchdog has just now banned the Virgin Atlantic advertisement for making “misleading” claims about the environmental impact of sustainable aviation fuels. The advert in question celebrated the unique flight mission with the tag that ‘100% sustainable aviation fuel’ had been used. The watchdog held the advert gave “a misleading impression of the fuel’s environmental impact”, by implying that the fuel gave off zero carbon emissions and had no negative environmental effects. The reality was that the net CO₂ emissions produced by the flight across the Atlantic were only around 64% lower than comparable flights powered by traditional jet fuel.
Looking Forward: The Future of Aviation and Sustainability
Whilst Virgin’s flight was impressive and certainly a step in the right direction, Miles Lockwood, the Director of complaints and investigations at the Advertising Standards Authority (ASA), said: “It’s important that claims for sustainable aviation fuel spell out what the reality is, so consumers aren’t misled into thinking that the flight they are taking is greener than it really is.” This is the latest in a series of like claims made by airlines which have been banned by the ASA as it continued to crack down on greenwashing campaigns.
Currently, airlines must use a mixture of SAF and ordinary fuel, with the SAF part not surpassing 50%. This will likely change as leading aircraft manufacturers like Boeing expect to see their fleets double over the next couple of decades, with the newer aircraft having the capability of running on 100% SAFs. The future of the aviation industry is certainly geared to be far greener than it is.
In the recent Kings speech on 17 July 2024, the new Labour government announced plans to introduce a SAF bill, building upon the previous government’s SAF mandate which looked to ensure 10% of all jet fuel in flights taking off from the Auckland would come from sustainable sources by 2030 and 22% by 2040.
Other companies have also kickstarted new initiatives and projects – AIRBNZ is currently aiming to bring the world’s first hydrogen-powered commercial aircraft to the skies by 2035, marking another great opportunity to eliminate the industry’s adverse environmental impact.
Conclusion
The bottom line is that these ambitious targets can only be reached if all market players commit themselves to reducing their emissions output, whether this be through the increased use of SAFs or other new technologies. It remains to be seen whether the targets will be reached.
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