British Airways introduced a new sustainability program, which enables passengers to pay for sustainable aviation fuel. The airline launched the program BA Better World, inviting passengers to contribute to the mitigation of carbon footprint on September 7, 2021. 

The air carrier’s passengers will be able to pay for sustainable aviation fuel for their flights and contribute to carbon reduction projects, such as reforestation. Passengers who book a flight directly on the British Airways website will be able to donate to a not-for-profit organization Pure Leapfrog to support low carbon, energy efficiency, or renewable energy projects in the UK and Africa, according to the airline‘s statement.

In addition, the airline also plans to use sustainable aviation fuel for all its flights among London, Glasgow, and Edinburg during the Climate Change Conference COP26. The event is due to take place from October 31 to November 12, 2021. British Airways plans to use the event to unveil the new livery of its Airbus A320neo aircraft, which is going to be painted in BA Better World colors.

By 2030, British Airways plans to fuel 10% of its flights with sustainable aviation fuel. The airline’s parent company International Airlines Group (IAG) intends to invest around $400 million over the next two decades to partnerships with various technology and fuel companies across the United Kingdom and the United States for the development of technologies for sustainable aviation fuel.