Customer Engagement
As well as supporting our customers to make more informed travel decisions, we’re listening to where they want to see change. In 2025, we:
- hosted face-to-face meetings with customers and shared sustainability-specific surveys with our Club members, collecting feedback to help guide our strategy
- exhibited our A350 mobile simulator at community and industry events, around the UK. As well as experiencing landing an A350 in a replicated environment, customers can take part in a game where they learn about our sustainability initiatives in the operation. The simulator flight deck was also designed and constructed using as many recycled materials as possible
- hosted customers at events so that they can learn more about our sustainability journey and meet our charity partners
Carols at the Royal Albert Hall
For a second-year running, we sponsored the Christmas Carols at the iconic Royal Albert Hall – hosting both colleagues and customers. This collaboration showcases our partnerships with The Royal Albert Hall Foundation and Alzheimer’s Society as well as our shared commitment to supporting charities through the enjoyment of travel, music, and the arts. Through a combination of a prize draw, a text-to-donate campaign, and volunteer collections, over £54,000 was raised and split equally between the two charities.
Rewarding Customer Contributions to Sustainable Aviation Fuel
In 2025, we introduced a new platform for members of The British Airways Club, enabling them to earn tier points and Avios when they purchase a contribution to Sustainable Aviation Fuels (SAF*). This marks the first time our loyalty programme has integrated sustainability-related features, offering members additional ways to earn tier points and Avios. Members can also use their Avios balance to cover all, or part of their SAF contribution. More than 8,000 members have engaged with the platform across all tiers.
Corporate Customers
Many of our corporate customers share our ambitions to reach carbon net zero, and we work closely with them to accelerate our joint progress. We are growing a community of diverse corporate and cargo customers, supporting the reduction of their Scope 3 emissions via the purchase of SAF environmental attribute certificates directly from us via bilateral contracts or via our online platform.
We offer all corporate customers quarterly learning sessions and updates about topics ranging from registries, global supply, new technology to regulations and mandates. In 2025, we hosted visits for corporate customers to visit selected SAF producers and demonstration plants; Phillips 66, Nova Pangaea and Twelve.
Listen to Alice Ashpitel, Head of Sustainability at Mercedes-AMG Petronas F1 Team, shares insights into Mercedes F1’s sustainability strategy and their adoption of SAF:
Engaging Customers on Board
We have a dedicated BA Better World channel on our onboard in-flight entertainment system, featuring a variety of videos across our People, Planet and Responsible Business priorities.
We also continue to update customers on the latest sustainability news with dedicated monthly slots in High Life, our in-flight magazine.
We’ve improved the capability for customers to view the impact from their flight through our onboard in-flight entertainment system, using deep-linking technology. Customers can also contribute to our BA Better World Community Fund principal partners and Flying Start, our Comic Relief partnership, through the onboard WiFi and via onboard donations.
Government Affairs
We continue to influence the UK Government on the need to work with the industry to meet Net Zero by 2050 while supporting the growth of a UK SAF industry. We hold regular meetings and events with interested Parliamentarians and respond to calls for feedback through government consultations alongside our parent company, IAG. As a result of the aviation industry’s work to date, we’ve seen a healthy increase in parliamentary coverage of more sustainable aviation.
We’re an active member of the UK Government’s Jet Zero Council (JZC) to provide advice on the government’s ambitions to deliver Net Zero aviation. The JZC is a partnership including both industry and government stakeholders, bringing together ministers and CEO-level leaders at regular meetings and subgroups to drive the ambitious delivery of new technologies, the acceleration of the SAF industry, and a favourable policy environment to deliver Net Zero aviation. In 2025, we led work to support the scaling of greenhouse gas removals as part of the Jet Zero Taskforce, in which our Director of Sustainability was appointed group chair.
In collaboration with IAG, we work with policy makers to shape new and evolving regulations both in the UK and internationally, to ensure we meet our environmental and social commitments and deliver for our customers.
Business in the Community
We’re a member of Business in the Community (BITC), the King’s Responsible Business Network – the UK’s largest and most influential responsible business network dedicated to building a fairer world together.
University Collaboration
We support STEM education and research, and attract diverse, talented apprentices and graduates from a wide range of schools and universities. In 2025, we attended 391 career events and engaged 44,000 young people through events and volunteering activities. We continue to build strong and lasting relationships with our key UK university partners, attending 28 career events and sharing our career opportunities with 5,400 students.
391
career events attended
Innovation Partners
By supporting pioneering solutions, we’re not only contributing to immediate progress but also laying the groundwork for the large-scale changes needed to meet our climate goals and environmental commitments.
The Earthshot Prize
We recognise the vital role of innovation in securing climate solutions and are supporting the scaling and commercialisation of innovative and emerging technologies. In 2025, we continued our partnership with The Earthshot Prize, a global environmental prize founded by Prince William in 2020. The prize is designed to discover, spotlight and scale the groundbreaking solutions needed to repair and regenerate the planet. At the heart of the Earthshot mission is a simple equation: Urgency + Optimism = Action.
In 2025, we worked with finalists Boomitra on carbon removals and Notpla, a company developing biodegradable packaging solutions from seaweed. Inspired by our partnership, in 2025 we introduced a range of menus designed with sustainability in mind on our South American routes, which included locally-sourced ingredients and innovative food processing methods developed by 2024 finalist Ferment’Up.
IAGi
Through IAGi Ventures and the IAGi Accelerator programme, IAG continues to partner with and invest in start-ups with the potential to influence the future of more sustainable travel. In 2025, we continued to introduce and test innovative start-up solutions.
* ‘Sustainable Aviation Fuels’ (‘SAF’) are defined in the Refuel EU Aviation Regulation as aviation fuels that are either synthetic aviation fuels, aviation biofuels or recycled carbon aviation fuels. For further information see our Planet page.