Expert Insight: Fueling a future where travel and sustainability coexist
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Alyssa Norris
Director of Sustainability at Aether Fuels
2025 Panelist on Developing Actionable Decarbonization & Sustainability Strategies that Add Value & Deliver Competitive Advantage
Alyssa Norris is the director of sustainability at Aether Fuels, where she leads corporate and project-level initiatives to decarbonise aviation and marine transportation through sustainable fuels.
Raised on an airstrip in North Pole, Alaska, Alyssa brings a lifelong connection to aviation and environmental stewardship to her work, integrating sustainability across engineering, business development, and strategy.
Prior to Aether, she advanced clean energy projects nationwide with construction and engineering services company McKinstry and supported affordable, reliable, and responsible transition efforts at the US Department of Energy.
A passionate advocate for inclusive innovation, Alyssa serves on the board of JetPerfect and mentors young women in STEM, particularly those from rural communities. Her work reflects a deep commitment to building a better and climate-resilient future – one where fuels power global connectivity without environmental compromise.
The aviation industry is growing, and with it so is the need to reduce emissions. This presents a challenge, but also an opportunity to rethink how we power travel.
EA: Tell us about your current work
AN: As director of sustainability at Aether Fuels, I’m working to make sustainable aviation fuel (SAF) a viable and commercial solution. I believe we shouldn’t have to choose between seeing the world and saving it.
At Aether Fuels, we’re building the capabilities to lead in this space, not just through technical innovation, but by embedding sustainability into every part of our business. That means designing our fuels with life cycle emissions in mind, aligning with global and industry standards, and ensuring our processes are robust, scalable, and transparent.
EA: How are you building up your company's capabilities in terms of sustainability and resilience?
AN: We’re active members of sustainability certification organisations including the Roundtable on Sustainable Biomaterials (RSB) and International Sustainability and Carbon Certification (ISCC), which provide certification frameworks that ensure our fuels meet rigorous environmental and social criteria.
We also work with expert life cycle assessment consultants to accurately model emissions across our supply chain and production pathways.
I believe true sustainability doesn’t happen in isolation, it requires collaboration across various stakeholders in complex supply chains.
One of the most rewarding aspects of my work is working with sustainability teams at major airlines - partners who share our ambition to decarbonise aviation. These collaborations help ensure that our fuels meet not only technical standards but also meet the evolving expectations of regulators, passengers, and global markets.
EA: What is your vision for the future?
AN: At the heart of my work is a vision for energy that is affordable, reliable, and responsible. That’s true whether we’re talking about aviation fuels, marine fuels, or the energy systems that power our lives more broadly.
The fuels of the future can reduce carbon emissions and improve public health by reducing air pollution, especially in communities near production facilities or busy ports and airports. I’ve spent much of my career focused on air quality, and I believe clean fuels are a powerful way to protect both the climate and human health.
SAF is one of the most promising tools we have because it doesn’t require overhauling existing aviation infrastructure. It’s a drop-in solution that can be used in today’s aircraft and fuel systems.
Importantly, it can also generate domestic jobs, support rural communities, and open new income streams for industries, like agriculture and forestry. These regional industries have a role to play in a global clean energy transition.
We have a long way to go to scale this technology, but the progress is real. With a resilient and cross-functional team, support from thoughtful consultants, and collaboration across industries, we’re building the future of sustainable fuel.
We all deserve a future where travel connects us—without costing the planet.