What was the challenge?
A global aviation company is working towards an ambitious target to be net zero by 2050. A particular focus is around the development and mobilisation of Sustainable Aviation Fuel (SAF). They have stood up an Environmental Roadmap programme, to look at:
- The viability of hydrogen as a clean alternative
- Greenhouse gas removal strategies
- Measures to reduce non-CO2 emissions impacting local air quality and climate change more broadly
In order to showcase their leadership across these areas, our client needed support with the development of a UK specific Advocacy Strategy and the mobilisation of an internal delivery function to begin to harness the benefits from this work.
How did we help?
Centered within the regulatory and advocacy function, Moorhouse has been supporting our client to be a catalyst to influence broader UK environmental ambitions within aviation. We delivered this through three focused work strands:
1. Working with senior stakeholders across Engineering, Public Affairs, Strategy and Communications we developed an advocacy strategy across SAF, Greenhouse Gas Removals (GGRs), Non Co2 Impacts and Hydrogen development to articulate our clients’ objectives and to communicate the extent of their research and development initiatives. This was developed in co-ordination with a diverse range of internal stakeholders to ensure it met multiple needs.
2. This is supported by a broader communication strategy, to ensure the work of our client is positively articulated to government policy makers, industry stakeholders and core cross-industry committees to advance collaboration through partnerships and regulatory support.
3. To enable delivery of these strategies, Moorhouse set up an internal delivery management function to ensure effective stakeholder management and timely execution of core deliverables. This included mapping internal stakeholders and conducting 1-2-1 interviews with key Subject Matter Experts to understand their intersection with the sustainability topic and to agree the functionality of a multi-disciplinary team for each sustainability area.
Throughout this work, Moorhouse led workshops across SAF, Non Co2 and GGRs to ensure the advocacy strategy incorporated expertise from Engineering, Public Affairs, Strategy and Communication Teams.
What was the impact?
The creation of the Advocacy Strategy has generated support from internal and external stakeholders for how our client seeks to communicate its work across industry, giving them a platform to continue to influence and demonstrating their ongoing commitment to Net Zero objectives. This has outlined how our client can engage with government, influence industry working groups through determined objectives and market their sustainability successes to peers and competitors.
As part of this process, we have supported some high-profile external milestones, including:
- Drafting a keynote speech for the Head of Research and Technology at a flagship SAF conference
- Direct input into industry consultations around Revenue Certainty Mechanism and SAF mandate
- Briefings for senior leaders ahead of Farnborough International Airshow, with UK specific content on non-Co2 and SAF
Through improved internal communication, we have also provided clarity across multi-disciplinary teams on how they best work together to develop a co-ordinated approach to sustainability that is relevant in each area. Moorhouse supported the creation of UK specific objectives for sustainability advocacy, giving direction and purpose for our client on each topic.
