May 07, 2025 / By Vanessa Horwell
To reach this lucrative sector, sustainability companies will have to get a whole lot more targeted
Aviation, and the loyalty industry tied to it, is no stranger to climate criticism. However, the nature of that criticism is shifting. Instead of just scrutinizing direct emissions—the amount of CO2 expelled during flight—regulators, sustainability advocates and consumers increasingly demand clarity on air travel’s full carbon footprint or their Scope 3 emissions, which represents the bulk of the industry’s environmental impact.
One major driver of this shift is the European Union’s Corporate Sustainability Reporting Directive (CSRD), a rule that requires large companies to disclose detailed environmental data (including Scope 3) as part of their sustainability reporting. This not only impacts airlines, but also corporate travel buyers who rely on aviation to do business. Now, both parties are actively seeking credible, measurable ways to reduce or offset these emissions, and carbon credit providers are part of the solution.
According to IATA, airlines were set to invest $600 million in carbon offset credits in 2024—a clear opportunity for companies offering these kinds of products. But if these providers aren’t speaking the right language, they’ll be left behind.
In a recent article, we revealed that none of the carbon credit and capture businesses we analyzed in Q1 connected their product to its buyer benefits, relying instead on vague claims about impact, generalized climate commitments and investor-facing language. For companies struggling to gain a foothold in the aviation and loyalty space, which is increasingly being drawn into the sustainability conversation, the failure to effectively communicate how their solutions meet the industry’s specific needs has broader implications, suggesting that carbon credit providers aren’t missing out on commercial opportunities because their solutions fall short; they’re missing out because their messaging does.
Strategic messaging starts with the intermediaries
Unlike some sectors, aviation buyers can’t just shop for any carbon offset. For airlines participating in the CORSIA framework, which included 670 operators in 2024, credits must come from approved registries and meet specific criteria. The same goes for airports working under the Airport Carbon Accreditation (ACA) program, which currently includes 637 airports from 95 countries.
This means carbon project developers and tech platforms may need to work through aggregators and approved platforms like the Aviation Carbon Exchange or intermediaries such as South Pole, Patch and Cloverly. These platforms make it easier for aviation clients to buy credits at scale, while also controlling how those credits are positioned and accessed.
For carbon credit providers, the goal may not be displacing these intermediaries but influencing them. That starts with messaging. Credit producers must clearly articulate how their projects align with regulatory frameworks, fit into broader ESG strategies and deliver on aviation-specific sustainability goals. Without that, even the most impactful project risks being lost in a crowded marketplace.
DIFFERENT GOALS, DIFFERENT MESSAGES: LOYALTY PROGRAMS VS. CORPORATE BUYERS
Airlines and airports are not the only players in the aviation sector. Airline loyalty programs and other travel rewards providers are also in the sustainability spotlight with sustainable rewards becoming more of a priority for travelers. Though consumer-facing offsets fall outside compliance frameworks, they still require trust and transparency to be credible in the eyes of travelers, creating two lanes of opportunity. On one side, there are regulated buyers (airports and airlines) who need scale and compliance-grade credits. On the other, there are loyalty brands looking for offsets with strong storytelling potential—projects that connect emotionally and demonstrate shared values with their members.
Carbon credit providers must develop differentiated messaging strategies for both. For corporate buyers: clarity on methodology and third-party verification. For loyalty programs: accessible narratives, social benefits and a simple path to redemption.
Tailor the product and the pitch
Many offset producers are already in a strong position to engage with the aviation industry. Companies like Earthbanc, Land Life Company and Terraformation offer large-scale carbon projects that can appeal to airlines looking for both credit volume and CSR storytelling potential. Meanwhile, platforms offering on-demand or modular credit purchases are a natural fit for loyalty programs that need flexibility and scale.
Even carbon removal tech companies could find a foothold in the industry, especially as more airports explore carbon capture at the source. Compact solutions like those from CarbonCapture would allow airports to pull carbon from their operations, store it underground, and claim the credit, both literally and figuratively.
As with carbon credits, selling these solutions to aviation requires context-aware messaging. Decision-makers must understand how on-site carbon capture fits into their existing sustainability frameworks, what kind of reporting benefits it offers, and how it compares to traditional offsets.
Better messaging is the missing link
A sea of sameness permeates sustainability company messaging. To gain market share in sectors like aviation and loyalty, climate tech companies and carbon credit providers must position themselves as key partners helping their clients meet increasingly complex sustainability goals and evolving compliance requirements. A communications firm specializing in B2B PR and marketing for sustainability brands is vital to that positioning. They can influence decision-makers through strategic messaging, targeted campaigns and thoughtful PR initiatives while crafting a persona that helps individual carbon offset and sequestration firms stand out in a competitive landscape.
With so many sustainability brands still relying on ineffective, one-size-fits-all narratives that provide little obvious value, opportunity will only come to those companies who know how to leverage their story and make it resonate where and when it matters most.
