# In collaboration with GenZeroGreen Fuel Forward

A campaign boosting sustainable aviation fuels demand in Asia-Pacific.

[Get involved](http://wefglobal.eu.qualtrics.com/jfe/form/SV_b7LV6d6vmxeABT0)


## Mission statement

Green Fuel Forward is a campaign looking to boost the demand for sustainable aviation fuels (SAF) in the Asia-Pacific region. The campaign seeks to enhance awareness and understanding of SAF, while actively promoting its use and fostering strategic partnerships between regional corporations and airlines.By driving demand for SAF, Green Fuel Forward aims to strengthen the commercial viability of cleaner fuel production. This can support the growth of the SAF industry in Asia Pacific, leveraging the region’s developing regulatory environment and sustainable feedstock resources to scale greener jet fuel.

[Learn more](https://initiatives.weforum.org/green-fuel-forward/about)


# READ THE NEW REPORT Decarbonizing air travel: first steps for corporate action

How can corporates start their sustainable aviation fuels certificate journey?Bringing together all the insights gathered from the first year of activities, a new report was published in May 2026 to provide pragmatic guidance on which steps businesses should consider to kick off investment in SAF and accelerate the decarbonization of aviation. The report can be accessed in the library.

[Link to Library](https://initiatives.weforum.org/api/communities/v1/public/initiatives/site/page-redirect?initiative_id=f039486c-4131-4014-aa58-e0524a6bb624&page_id=0ddd6682-fa5c-49ce-bff3-60a61ef94f01)


## Key focus areas for Green Fuel Forward

The campaign will aim to:


### Build capability

Build capability and understanding of SAF and SAF certificates (SAFc).

[Link](#)


### Encourage procurement

Encourage organizations to procure SAF and SAFc, to become more familiar with these mechanisms.

[Link](#)


### Drive SAF adoption

Drive greater adoption of SAF and SAFc by establishing strong demand signals, in compliance with competition law.

[Link](#)


### Strengthen SAF market

Establish Asia-Pacific as a global leader in sustainable aviation by shaping market certainty for long-term investments.

[Link](#)


### In collaboration with GenZero

For Green Fuel Forward, the World Economic Forum is collaborating with GenZero, an investment platform company focused on accelerating decarbonization globally.


## Impact

Green Fuel Forward aims to address one of the aviation industry's key challenges: reducing its greenhouse gas footprint. With this goal in mind, the campaign complements other World Economic Forum aviation decarbonization initiatives, such as Airports of Tomorrow and the First Movers Coalition, by focusing on developing capabilities, and shaping demand for SAF in the Asia-Pacific region. Over 15 organizations have already confirmed their participation, with a network of champions to maximize outreach and ensure a growing number of companies can learn about SAF and SAFc.