Sustainable Aviation Fuels developer Aether takes off with Diffusion

Aether Fuels, a Chicago-based advanced climate technology company, has selected Diffusion as its global PR and communications agency partner. Diffusion will assist Aether in communicating to its customers, partners, and the public Aether’s innovative solutions for producing sustainable liquid fuels at the scale and cost required for the aviation and maritime sectors to meet their net zero commitments.

Existing sustainable fuels are typically produced by processing used cooking oils, waste oils and fats, which are globally limited in supply and unable to meet demand. To overcome this barrier, Aether Fuels is scaling its Aether Aurora technology, which can economically convert a greater range of highly abundant waste carbon feedstocks, such as agricultural and forestry residues, waste industrial gasses and captured carbon, among others, into sustainable fuels.

Diffusion is focused on supporting Aether’s goals of building greater understanding and awareness of its technology, connecting with industry partners, investors and regulators, and attracting talent as Aether Fuels moves towards commercialisation. The PR campaign will highlight the deep expertise and experience of Aether’s executive team via industry thought-leadership, and news generation across international aviation, sustainability, maritime and business media.

Communications Lead at Aether Fuels, commented: “From our first discussions, Diffusion’s Climate & Cleantech team demonstrated a deep understanding of Aether Fuels’ mission, technology and the industry challenges that must be overcome to accelerate the adoption of sustainable fuels. We needed an agency with excellent relationships across transport, business and sustainability media, and a practical plan to amplify Aether Fuels as a credible and trusted voice in an increasingly crowded industry. Diffusion’s expertise in scaling innovative brands, along with its aviation and maritime sector expertise, made it an ideal partner to help shape and implement our global communications strategy.”

Peter Jackson, VP of Climate & Cleantech at Diffusion, added: “Aether Fuels is addressing one of the most critical and challenging issues of our time: reducing carbon emissions in sectors where change is challenging, such as aviation and maritime shipping. Our Climate and Cleantech practice is dedicated to raising the profile of innovators like Aether Fuels who are making a tangible impact on the path to a sustainable future. The sustainable fuels industry is evolving fast, and it needs strong voices to shape the conversation on critical issues around feasibility, trust, and economics. We cannot wait to help Aether Fuels tell its story and harness creative communication to deliver real impact.”