Green goes blue - BA on sustainability

Big media splash today at BA to present its “Better World” sustainability programme.

The star was the new A320neo with a special livery in beautiful light blue hues that embodies the branding of BA’s multi-pronged initiative in the field of sustainability.

Some of the actions announced at the event are nothing short of symbolic, such as the commitment to use sustainable aviation fuel on flights between London and Scotland’s tow main airport, Glasgow and Edinburgh, during the COP26 climate summit or the aforementioned A320neo special livery.

Others are somehow more tangible, such as the launch of a voluntary SAF-purchase scheme for passengers, a laudable initiative, but I suspect with limited real reach (unless there is massive adoption by large corporates prompted by their own ESG departments, something that I wouldn’t rule out), or the reducing the weight of some cabin elements (to burn less fuel).

But the real artillery that BA plans to deploy are the $400M allocated for investment, over the next 20 years, in a whole range of initiatives. These range from sustainable aviation fuel production plants, such as the ones being developed by Velocys and LanzaJet or the investment in alternative propulsion technologies, such as the hydrogen-based tech being developed by ZeroAvia.

Is it enough? is it too little? what is undoubtable is that sustainability is soon becoming the central topic in the commercial aviation industry.