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The National Business Aviation Association (NBAA) in the US has revealed a new advocacy campaign aiming to promote the sustainability technologies that are being used and developed in the business aviation industry.

The “Climbing. Fast.” campaign was launched at the NBAA’s 2023 Business Aviation Convention and Exhibition in Las Vegas with an emphasis on a cross-platform strategy including a new dedicated website, digital advertising and a social media presence to build engagement around business aviation’s sustainability commitments.

NBAA president and CEO Ed Bolen said: “Our industry has long made an ambitious commitment to sustainability with measurable results.

“Our new, branded Climbing. Fast. initiative will take this message to policymakers, opinion leaders and other key audiences, informing perceptions about the industry’s sustainability record and value.”

The NBAA’s campaign will highlight some of the key technologies that will be used to achieve sustainability and net zero targets, including sustainable aviation fuel (SAF), hybrid-electric and hydrogen engines and the use of more efficient routing.

It comes amid increasing awareness from customers about the environmental impact of their decisions and the relatively high emissions of the aviation industry, with the Environmental and Energy Study Institute reporting that commercial aeroplanes and large business jets contributed 10% of US transportation emissions and 3% of the country’s overall greenhouse gas production. 

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By GlobalData

Climbing. Fast., which already has ten organisations involved, will also showcase the development of the next generation of business aviation travel in electric vertical take-off and landing aircraft (eVTOL). 

James Viola, president and CEO of the Helicopter Association International, one of the campaign’s stakeholders, said: “The movement towards environmentally friendly VTOL aircraft is already underway, with both new entrants and existing manufacturers utilising alternative fuels.

“This evolution towards sustainability is the right direction for the aviation industry. Climbing. Fast. is necessary for the public and policymakers to fully understand how vertical aviation and all aviation is working towards a greener tomorrow.”

Alongside highlighting the sustainability initiatives within the business aviation industry, the campaign will also seek to promote the sector as a way of connecting communities, especially in the “last mile” and spotlight the use of business aviation aircraft for humanitarian relief efforts.

Outside of the US, Farnborough Airport, one of the UK’s largest business aviation airports, has also promoted its sustainability projects with the installation of rooftop solar panels across its buildings to further its work towards achieving net zero by 2030, twenty years ahead of the industry standard.