Our work
Scaling Aether Fuels
Aether Fuels is a Chicago-based advanced climate technology company with a mission to enable a Net Zero world through sustainable liquid fuels. The company’s breakthrough Aether Aurora technology economically converts waste carbon into liquid fuels so industries like aviation and ocean shipping can achieve their decarbonization goals. By 2050, aviation and ocean shipping alone will need one billion metric tonnes of sustainable fuel to reach net zero.
Looking at aviation, existing alternative fuels are typically produced by processing used cooking oils, waste oils and fats, which are globally limited in supply. Aether Aurora has the ability to overcome these feedstock constraints by converting a greater range of highly abundant waste carbon feedstocks. These include agricultural and forestry residues, waste industrial gasses and captured carbon, among others providing a pathway to rapidly scale the production of SAF globally.
Communications Challenge
Diffusion is tasked with using PR and social media to build greater understanding and awareness of Aether’s technology, help it to connect with industry partners, investors and regulators, and attract talent as the firm scales and moves towards commercialisation. In 2024 our campaign was designed to maximise two key moments, the completion of a successful $34m Series A funding round, and the announcement of an MOU with JetBlue Airways to supply the airline with SAF when commercial production begins.
Approach & Impact
Diffusion leveraged its deep media relationships across business, technology, aviation, energy and sustainability media to maximise editorial coverage for both news moments, as well as using it as an opportunity to secure introductory briefings with key reporters and Aether’s leadership team. Highlights included Offshore Energy, Skift, Aviation Week and Sustainability Magazine. We also began a thought-leadership campaign, positioning Aether as an industry commentator shaping the debate and future direction of the sustainable fuels sector.
The Metrics
