How do we ‘market’ climate action?

When a company wants to sell a product market research is conducted to understand consumer behaviours and attitudes. Then marketeers or advertising agencies create a strategy and communications campaign that will suit the segment of consumers targeted which often resonates with them on different levels. Generally the product has to fit society’s needs at the time. But on the whole there is a product to sell.

Why has the climate change ‘campaign’ not been working? 

As we have thought about this we concluded a few parts: in the messaging people were told the outcome of the what they’d get, “saving the planet”, if they stopped doing certain things but not what they were buying or getting or what the transaction was. It’s not tangible to most people so in marketing terms you are selling a vision without a product.

And there previously was minimal marketing budget to ‘sell’ climate change.

What is the climate action ‘product’ we can sell?

Through developing our work we came to realise we are working on the energy transition, and working on switching global use of energy to green and clean options. Our product is energy and circular solutions. As you can see from this pie chart we need to switch a huge amount of energy across our living, travelling and eating habits.


We posted the above chart recently which got many likes on social and was posted by the International Energy Agency. Clarity in communication is key to knowing what we need to do to solve climate change, as companies and as individuals.

Even 3-4 years ago there wasn’t much ‘budget’ for climate communication. More recently we’ve seen that companies are promoting sustainable products, so it means awareness has been raised, and so has the marketing budget and then in turn the amount of customers buying the green products.

Greta used marketing to communicate her message. She used personal protest and then social media and it has been heard and seen. Greta has a mission rather than a product and has become a green influencer. As she turns her mission into a call-to-action which requires consumers to make a transaction then she will see a return on investment (her time), the return being a change in consumer behaviour i.e. switch to green energy and a reduction of carbon use per person.

FGA are a combination of advertising, digital and sustainability professionals working with our clients on reporting of carbon, energy planning, communications and innovation to ensure companies are delivering the right messaging and fit-for-market, sustainable products so we can live well and become more sustainable consumers (/people!).

But as Ford said “if you had asked our customers what they wanted they would have said a faster horse“. Creativity and understanding our consumers and the leaps we can make is key. We are working with early adopters innovators in sport and business travel .If you would like to discuss your strategy, planning and product innovation with our team then get in touch with sarah@flygreenalliance.org

FGA joins Sport and Sustainability International to work on green travel in sport

We are happy to join Sport and Sustainability International who are made up of a group of sport experts across the industry. On the Executive Board is Julia Palle, Sustainability Director, Formula E, Philippe Duperrex, former Senior Corporate Governance & Compliance Officer at UEFA and Vincent Gaillard, CEO of European Professional Club Rugby.

As travel can be up to 80-90% of total emmission in sport we will be working on sustainable solutions, partnerships and reduction projects.

“#Travel is the biggest footprint contributor to #sports events hence why SandSI—Sport and Sustainability International is delighted to announce a new #partnership with Fly Green Alliance (FGA) to #support our #members and share best practices to take action and #advance#sustainability in and through sports!” – Julia Palle – Formula E

We look forward to innovating and developing sustainability more in the coming months.

Eviation – when can we fly electric?

We had a very interesting discussion today with Avinor, who have 44 airports in Norway due to the landscape and geography of the country.

We discussed electric planes or eviation which Norway are likely to be the first to put into service by 2030 say this Business Traveller article discussing Rolls-Royce‘s work in this area.

Norway produces more green electric than they need as a country through hydro power so are likely to be early adopters.

Charging a 50 seater is the equivalent of charing 10 Tesla‘s or as much as the airport uses per year in one charge. A big jump in power needed. The estimate of power consumption for one trip between Stavanger and Bergen is 800 kWh. When the plane is charging it is estimated that between 1500-2500 kW is needed in effect.We’ll need to leap frog the innovation in battery capacity and speed up the production of green electricity through solar, wind and hydro if available. These developments all dependent on policy, incentives, lobbying, sustainable investments and consumer demand.

This does mean SAF will be required as it sits in the suite of measures to decarbonise aviation, and as planes have a 30-40 year lifespan then it’s more unsustainable to take these out of service so wastes, residues and energy crops are definitely on the cards to create sustainable fuel for air travel.

FGA will be part of a masterclass on SAF at the Business Travel Show alongside easyJet and Salesforce on 1st October, in person, at the ExCel in London. We look forward to discussing industry development here.

FGA at Boeing sponsored Coding Summer School

Sarah Wilkin, founder & CEO of Fly Green Alliance has been invited by Boeing to present to students at Coding Summer School alongside Katie Cross of Pledgeball on Tuesday 6th July. Boeing has partnered with ThinkYoung for the last 11 years, where young people between the ages of 11 and 17 learn computer programming. This year’s theme on the environment and sustainability, a topic of crucial importance to Boeing, Fly Green Alliance and Pledgeball.

At the event ThinkYoung will explore digital platforms for the reduction of emissions which is a key remit of FGA and Pledgeball who will team up for this event. FGA are proud to support the next generation of #STEM leaders and are working to increase the number of women in STEM which Katie and Sarah as founders believe is important, not only will it give young women and those of diverse backgrounds the opportunity to expand their horizons and thinking, but hopefully provide examples and potentially encourage students to think about their next careers steps. Katie and Sarah will share how their careers have developed, why they set up their companies and hope to give examples to the class of female leadership, entrepreneurship and startup development.  

Katie and Sarah will present at the week-long event virtually along with a group from 11 different countries including: Hungary, Italy, Ireland, Spain, Belgium, France, Georgia, Slovenia, Poland, Germany and Netherlands. The class being up of 50% girls and 50% boys.

Katie has set up a Pledgeball event to accompany the presentation, encouraging students to consider, amongst other lifestyle choices, how they generally travel with emission reduction in mind which is in line with FGA’s work where we develop mobility solutions in order to reduce carbon. Both of Pledgeball’s and FGA’s work focuses on behavioural change which they also believe is key to climate strategy.

Sarah has commented, “At FGA one of our streams of work is DEI: diversity, equity and inclusion. There are still very low number of women in STEM and aviation, who at times represent only 20% of the workforce. We work to encourage more women in senior roles, flexible working contracts to support this and believe to make the workforce more balanced in the future it’s important to work with young adults. As someone who studied computing, was 1 of only 2 girls in the class, has campaigned for broadband and been part of the digital transformation, it felt important for FGA to change the perception of women in tech and to discuss the role of digital in climate solutions which the ThinkYoung and Boeing event also advocates for.”

7 steps to a sustainable travel policy

At FGA we are committed to delivering the energy transition in the travel sector. We’re speaking, posting and developing projects and mechanisms in order to get us moving again in a more sustainable way. 

We have created some principle and an action plan for how to begin your green travel journey in this next phase:

  1. Creating an overarching sustainable travel policy to include more rail, electric vehicles, public transport, car sharing, electric scooters, economy over first-class flying, parking for bikes, and provisions for virtual meetings
  2. For global meetings, choosing the best host location, based on the least carbon created and including sustainable travel options
  3. Consistently measure your scope 1, 2 and 3 carbon emissions – particularly scope 3, in which travel sits – to see how you can improve
  4. For unavoidable travel emissions, think about investing in legitimate carbon offsets, such as those provided by Gold Standard
  5. Scrutinise your organisation’s ‘say/do’ gap – i.e. what you say you’re willing to do to work on climate change, and what you’ll actually do – read more 
  6. Keep up to date with the latest news, trends, technology and new ways of thinking around travel by consuming reliable reports and other media
  7. Join a body like the Fly Green Alliance, which aggregates commitments to buying sustainable fuel, fostering partnerships, building green travel programmes, managing offtake agreements and mobility partnerships 

Contact sarah@flygreenalliance.org to find out more.

Follow us on Linkedin and Instagram.

Design and Marketing Intern

Are you a recent graduate and looking to develop your design and marketing career in sustainability?

Do you have the following experience and skills?

  • Adobe suite
  • Video editing
  • Social media
  • Design
  • Marketing strategy
  • Content management
  • Research

We are thought leaders in green travel and work towards businesses and the aviation sector flying green. We are working on green travel for COP26 alongside key UK aviation stakeholder and will be presenting our work at SAP Concur’s Industry Travel Summit and the BTN’s Sustainable Business Travel Summit this month.

Do you want to help us to develop our communications and social channels?

FGA Travel Smart/ Fly Green Alliance /FGA on instagram.

We are working with some of the major airlines, manufacturers, fuel companies and sustainability leaders globally and would appreciate the support of a digitally savvy intern interested in innovation, technology and trends who can contribute to our development.

We promote diversity, equity and inclusion and actively support and encourage mental health awareness and programme development.

How do you turn resistance into flow?

Turn unsubscribe, delete, not a priority, pending, no reply into proactive and productive ways forward.

This article is written from our founders experience from the last 3 years of conversations with all types of sectors.

I’ve discovered it’s time, understanding, respect for each other’s agendas and friendly approaches. 

Our role at FGA is to encourage systems change but that isn’t easy for every organisation.

Sarah Wilkin – founder and CEO

Why is systems change not easy?

From our time meeting senior decision makers in a spectrum of sectors as well as the sustainability champion/managers in the organisations we’ve seen and heard many reasons that the champions feel things are becoming blocked:

  • Culture and attitude of the company/organisation 
  • Senior management buy-in/if there is a sustainability representative on the exec board
  • Cross function politics 
  • It’s not currently imperative for business operations  
  • Requires new unit or work stream to be set up
  • Budget 
  • Not enough staff/resource to manage projects 
  • Too much workload 
  • Diversity
  • Location of HQ 
  • Government regulations 
  • Locked into established supply chains 
  • CFO/legal – if you need new contracts to push forward change, ways of working or suppliers this takes time and may take many meetings to convince the CFO and put the case forward

Are you recognising many or all blockers in this list? 

If you are finding a lot of these are in place and you are the sustainability champion/manager then we advise you to find like minded people, including senior managers, in your organisations and make a group. Stay well read, meet consultants, attend events, stay positive, build a business case and plan for the bigger picture.  Few people enjoy change especially if it is questioning their behaviour or the organisation’s business model or business as usual. Although we need strong drivers in this transition you have to build your support, respect and present at timely opportunities, be well versed and be professional. Represent yourself well and encourage polite conversation. If it becomes unproductive or hostile then take a break. 

The sustainability/energy transition discussion is a social, environmental, economical and equity discussion and it’s not easy. If you feel compelled and driven then stick with it!  


We got you! We post insights, behaviour change and personal development articles on our channels to support you to navigate an extremely complex topic.


Turning football’s attention towards sustainable travel

As more football clubs make commitments around climate action, reducing the impact of how they move players and fans should be top of the agenda

Travel can account for up to 90% of the overall carbon footprint of football clubs and organisations. It’s a significant challenge for the professional game, which is reliant on global travel, with players and spectators hopping from city to city (and country to country) to compete and watch.

A handful of clubs are trying to address this through the provision of car sharing and public transit options. Spanish La Liga club, Real Betis, has carried out a survey for employees and fans, shaping their decision to promote sustainable transport through initiatives such as an electric scooter partnership with Lime and through their platform Forever Green will begin the development of a sustainable travel policy.

In the English Premier League, Brighton & Hove Albion is one of many clubs focused on reducing their scope three (third party emissions generated through suppliers or travel) travel footprint by offering free public transport to fans within a designated travel zone.

Fellow Premier League outfit, Arsenal, has established a mobility policy pledging that the club will “endeavour to minimise impacts from travel by reviewing freight and delivery ordering, minimising business travel and encouraging staff to reduce car use by walking, cycling or using public transport”.

Last season’s FA Cup winners also provide cycling provision for staff moving between sites.

At a continental level, UEFA, European football’s governing body, is focusing part of its Football and Social Responsibility work on mobility, particularly at its major events such as its upcoming European Championships in Germany in 2024.

Aleksander Čeferin, UEFA’s president, has committed to avoiding concepts like the multiple-city European Championships, occurring later this year, in the future, and a concerted effort to organise more ‘carbon-friendly’ fixtures. The organisation gave its support to the European Union’s Green Deal proposal last year, and launched its ‘Cleaner air, better game’ campaign around improving air quality – but the increase in the number of teams competing in the Champions League (from 32 to 36) in 2024 raises concerns that travel, and specifically flying, will become more frequent for the competition.

Reducing flight-related emissions is the most complex piece of the sustainable travel puzzle. There’s no way around tackling this issue head on for football clubs and organisations – particularly those that have made net zero commitments and producing sustainability strategies. There are a few ways in which they can action on this:

– Creating an overarching sustainable travel policy to include more rail, electric vehicle, public transports, car sharing, electric scooters, economy over first class flying, parking for bikes, and virtual meetings provision

– For event organisers, choosing the best host location, based on where fans and staff are likely to travel from and sustainable travel options

– Consistently measure your scope 1, 2 and 3 carbon emissions – particularly scope 3, in which travel sites – to see how you can improve

– For unavoidable travel emissions, think about investing in legitimate carbon offsets, such as those provided by Gold Standard

– Scrutinise your organisation’s ‘say/do’ gap – i.e. what you say you’re willing to do to fight climate change, and what you’ll actually do – more information on this in the following article here

– Keep up to date with the latest news, trends, technology and new ways of thinking around travel by consuming reliable reports and other media

– Join us at Fly Green Alliance, which aggregates commitments to buying sustainable fuel, fostering partnerships, building green travel programmes, and managing offtake agreements.

Travel will always be a part of professional football. But by taking concrete steps towards sustainable mobility, the game can continue to please audiences around the globe with a much-reduced footprint. It only takes a bit of commitment and innovation.

Sarah Wilkin writes as Sustainability Consultant for TACKLE, a UEFA supported initiative, and is founder and CEO of Fly Green Alliance – consultants and experts in green travel, sustainable aviation fuel, and pioneers of the alliance based funding mechanism to support paying for green fuel.  

FGA Travel Smart: Strategic travel policy development involving scenario building, measurement, reporting, sustainable fuels and partnerships.