In this episode, we talk to Jonathon Counsell, Group Head of Sustainability at International Airlines Group (IAG).IAG is the parent company of British Airways, Iberia, Vueling, Aer Lingus, LEVEL, IAG Loyalty and IAG Cargo. The group plays a critical role in setting the sustainability strategy and targets for its subsidiary airlines, and collaborates with governments and investors to realise these goals.Counsell emphasises the importance of sustainable aviation fuel (SAF) in decarbonising aviation and discusses IAG’s SAF strategy. For example, in 2021, IAG became the first European airline group to commit to a target of 10% SAF for all fuel needs by 2030. Counsell also highlights the complexities involved in the transition towards SAF, the disparity in global SAF policies – especially between the US and the EU – and the critical role of investors in this transition. He also discusses the various generations of SAF, and the exploration of new technologies to achieve sustainability goals in the airline industry. If you LOVED this episode you’ll also love the conversation we had with Carrie Harris, Director of Sustainability at British Airways, who discusses the airline’s commitment to net zero, and the overarching BA Better World sustainability strategy. 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 podcast@simpliflying.com. For more content on sustainable aviation, visit our website green.simpliflying.com and join the movement. It’s about time.Links & More:International Airlines Group (IAG)Sustainability strategy - IAG IAG looks to secure international support to power 10% of its flights with SAF by 2030 - GreenAir British Airways’ route to sustainability with BA Better World - SimpliFlying IAG and Microsoft sign major SAF deal - Airport Technology