The aviation industry is under pressure to reduce its carbon emissions as global travel grows, currently contributing around 2-2.5% of global carbon emissions. The sector faces challenges in decarbonising due to its heavy reliance on kerosene for aircraft propulsion, with alternatives like hydrogen and electric technologies yet to be proven commercially viable. To address these challenges, the International Air Transport Association (IATA) has introduced the Fly Net Zero strategy, emphasizing the importance of Sustainable Aviation Fuel (SAF). SAF, derived from renewable sources, offers a significantly lower carbon footprint than conventional jet fuel, with potential emission reductions of up to 80% over its lifecycle. Countries like the UK and initiatives such as Europe's ReFuelEU are increasingly incorporating SAF into their strategies, aiming to increase its usage to bridge the gap until emerging technologies become more feasible. Despite SAF's benefits, concerns persist regarding its scalability and commercial viability, as global production remains significantly lower than traditional jet fuel requirements. Airlines' adoption of SAF remains limited due to price differentials, with only a small percentage of their fuel being sourced from SAF. Transparency and accurate reporting are highlighted as crucial for airlines to build trust with environmentally conscious consumers and navigate the industry's carbon emissions challenges effectively. The future of aviation sustainability lies in a balanced approach that integrates SAF, emerging technologies like hydrogen and electric, and carbon capture. By adopting transparent and accountable practices, airlines can enhance their sustainability efforts, build consumer trust, and navigate the evolving landscape of environmental responsibility in the aviation industry.