When Flying is Inevitable : How international companies and business travelers can contribute to the transformation towards a future of sustainable aviation

Abstract: This thesis emerged from a question that had been repeating itself in my head for a long period of time: If myself and the rest of the world face the fact that we are likely to keep flying for years to come for reasons somehow considered valid, how can we at the same time still contribute efficiently to achieving a more sustainable future of aviation? Based on this dilemma and focusing on the factor of impact, an actor with the power of creating a larger impact than a single individual was firstly identified. This actor also provides the perspective used in this thesis. Meaning, the perspective of international companies that rely on flying for business for the purpose of surviving and thriving. The report’s purpose is to explore the opportunities and barriers for these companies with a will to contribute to the transformation to a future of sustainable aviation. The criteria of this company category are being both “international” and also “dependent” on business aviation. The term "international" in this context will later be defined and clarified, just as the definition of "dependent". Furthermore, this thesis is written based on an abductive literature study combined with a case study of an anonymous company located in Zürich, Switzerland. The Companyis included in the above category and could validate the hypothesis that companies like these exist through a series of interviews with employees.The validation of this hypothesis also paved the way to further explore the research questions on how these companies as customers can work both internally and externally with other stakeholders to enhance a Demand-Pull effect towards a more sustainable direction. It also discusses the Technology-Push effect from other stakeholders and its role in driving sustainable innovation development and implementation in technologies such as SAF, hydrogen and electric aviation. How to contribute to this large shift of an entire industry as a company that neither has expertise in sustainability nor aviation is exactly what is presented in the result, discussion and conclusion. Also, the possible consequences for a business and its employees that can follow by being involved and contribute to aviation sustainability. In addition, a mapping of awareness, knowledge gaps, motivation, and incentives has been done in order to identify the barriers and opportunities of the issue.