As the aviation industry accelerates toward ambitious net-zero carbon emissions targets, sustainable aviation fuel (SAF) has emerged as the sector’s most promising lever for meaningful decarbonization. Unlike traditional fossil-based jet fuel, SAF is produced from renewable hydrocarbon sources and can reduce lifecycle carbon emissions by up to 75%. Governments, industry alliances, and airlines themselves are rallying behind SAF as a cornerstone of their sustainability strategies, with mandates and incentives proliferating across major markets. Yet, the journey to widespread SAF adoption is fraught with operational, financial, and technological complexities that demand a new level of digital sophistication and cross-industry collaboration.
The most immediate challenge facing SAF is scale. To meet the U.S. government’s target of 3 billion gallons of SAF by 2030, production must increase by an astonishing 9,000% from 2021 levels. Globally, SAF currently accounts for a fraction of total aviation fuel consumption, and even optimistic forecasts suggest it will only reach 65% of airline fuel by 2050—well below the 100% net-zero goal. This supply gap is exacerbated by the limited availability of truly sustainable feedstocks and the risk that rapid scale-up could incentivize less sustainable biofuel sources, undermining the environmental benefits.
SAF is two to five times more expensive than conventional jet fuel, depending on the market and feedstock. While government incentives—such as the U.S. Inflation Reduction Act’s tax credits—help offset some of these costs, the financial burden remains significant. Airlines must balance the imperative to decarbonize with the realities of thin margins and price-sensitive consumers. Ultimately, some of these costs may be passed on to travelers, raising questions about willingness to pay and the need for transparent communication around sustainability surcharges.
Regulatory requirements are tightening. The European Union and several national governments are mandating minimum SAF blends, while also introducing carbon taxes and emissions reporting obligations. Airlines must not only procure and blend SAF, but also accurately track, report, and verify emissions reductions across complex, multi-jurisdictional supply chains. Failure to comply can result in financial penalties and reputational risk.
Not all SAF is created equal. The industry’s reliance on first- and second-generation biofuels—such as food-based feedstocks, used cooking oil, and forestry residues—raises concerns about true sustainability and unintended environmental impacts. Advanced solutions like power-to-liquid (e-fuels) and algae-based biofuels offer promise but remain far from commercial scale. Airlines must rigorously analyze the full lifecycle emissions of their SAF sources to ensure genuine progress toward net zero.
To navigate these challenges and unlock the full potential of SAF, airlines need more than procurement strategies—they need robust, data-driven platforms that provide end-to-end visibility, forecasting, and optimization across the SAF lifecycle.
A centralized, cloud-based data management system is essential for:
Publicis Sapient’s eMission Cloud View is designed to address these needs, offering airlines a single source of truth for emissions forecasting, benchmarking, and reporting. Key capabilities include:
By leveraging such a platform, airlines can achieve operational expenditure reductions of 10-15% and energy efficiency improvements of 5-10%, while ensuring they remain on track to meet net-zero commitments.
The transition to SAF is not just a compliance exercise—it’s a strategic investment in the future of aviation. Airlines that lead in SAF adoption and digital optimization will be best positioned to:
No airline can solve the SAF challenge alone. Industry-wide partnerships—across airlines, fuel producers, technology providers, and regulators—are essential to scale production, standardize reporting, and share best practices. Digital platforms that enable secure data sharing and collaborative forecasting will be critical to aligning supply and demand, optimizing logistics, and accelerating innovation in next-generation fuels.
As the aviation industry charts its course to net zero, SAF will remain a central pillar. But success will depend on the ability to harness data, technology, and cross-sector collaboration to turn ambition into action. With the right digital foundation, airlines can not only meet regulatory and societal expectations, but also unlock new sources of value and resilience in a rapidly evolving landscape.
Ready to accelerate your SAF strategy?
Publicis Sapient’s deep expertise in data-driven transformation and sustainability solutions can help your airline navigate the complexities of SAF adoption, optimize your sustainability investments, and build a future-ready digital backbone. Connect with our experts to learn how eMission Cloud View and our broader suite of aviation solutions can support your journey to net zero.