Boasting more than 600 aircraft that fly to over 250 destinations, the International Airlines Group (IAG) manages some of Europe’s best-known airlines, including British Airways, Iberia, and Vueling. But how can the group manage an effective sustainability strategy across these unique brands?
In an exclusive interview at World Aviation Festival 2025, Jonathon Counsell, Group Director of Sustainability at IAG shared his insight on setting the direction. While aviation’s overall enthusiasm for ESG might have waned from its peak in the mid-2010s, IAG remain committed to their 2050 net-zero emissions target.
We recognise that this is a long-term challenge for us. We have to address our carbon emissions, and we have as an industry a clear roadmap to do that. Fundamentally, climate change is driven by the science, not just politics. So it’s something we have to do.
IAG is currently on track to achieve its 10% sustainable aviation fuel (SAF) target by 2030. US$3.5 billion has been invested so far through partnerships with cutting edge companies such as Infinium, a low-carbon eFuels developer. Counsell sees ‘real value’ in bringing the five member airlines together to share progress and success stories.
It’s quite a close group. We meet every month, and every quarter we have a two-day workshop where we all get together. It’s fantastic to see the sharing of best practice among all the different participants.
IAG’s other investments include ZeroAvia, developers of hydrogen-propelled aircraft. However, Counsell believes in the short term SAF production needs to accelerate to reduce the impact of this hard-to-decarbonise industry, especially while demand continues to outstrip supply.
I truly believe there is a first-mover advantage when it comes to decarbonisation. Our view is that some of the advanced fuels in the second and third generations will be in short supply post-2030. So we think it’s really important that companies get into the market early to secure the regular supply of these SAFs.
🎥 Watch the interview to hear the full conversation on sustainability with Jonathon Counsell.
Questions asked include:
- Do you think that geopolitical change has slowed momentum on sustainability in aviation?
- IAG has committed to net-zero emissions by 2050. What progress have you made on that goal so far? What are the Group’s biggest success stories?
- As an airline group, you have to oversee the sustainability targets of five separate airlines. Is it a challenge bringing all these parties together, or do you see it as an opportunity for greater collaboration?
Jonathon Counsell will be speaking at Aerospace Tech Week 2026. Join us.
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