CHOOOSE joins First Movers Coalition, an alliance committed to net-zero emissions organized by the World Economic Forum and the U.S. Department of State

September 18, 2023

CHOOOSE joins First Movers Coalition, an international alliance committed to net-zero emissions organized by the World Economic Forum and the U.S. Department of State

CHOOOSE has officially joined the First Movers Coalition (FMC), a powerful international alliance committed to decarbonizing the hard-to-abate sectors of the economy and driving the shift to a net-zero emissions future by 2050 by accelerating the commercialization of innovative clean energy technologies.

Launched during COP26 as a partnership between the World Economic Forum and the U.S. Department of State, through U.S. Special Presidential Envoy for Climate John Kerry and the Office of Global Partnerships, and in collaboration with the U.S. Department of Commerce and Department of Energy, the First Movers Coalition (FMC) serves as a platform for businesses around the world to leverage their collective purchasing power to send a firm market demand for the emerging technologies essential for a net-zero transition.

FMC works primarily with heavy industry and transport sectors—aluminum, aviation, chemicals, cement/concrete, shipping, steel, and trucking—that are collectively responsible for 30% of global emissions. These high-polluting industries must undergo a transition toward low-carbon technologies to achieve climate-related objectives. However, the high buy-in rates and few incentives pose challenges to scaling these efforts.

Nancy Gillis, Programme Head of the First Movers Coalition at World Economic Forum said:

“First Movers Coalition companies are paving the way for the decarbonization of our industries through disruptive innovations across the hardest-to-abate sectors. We are thrilled to welcome CHOOOSE as a member of the First Movers Coalition, and we look forward to their engagement to accelerate the commercialization of innovative technologies that drive decarbonizing the aviation sector by scaling the demand and adoption of sustainable aviation fuel.”

As part of First Mover Coalition, CHOOOSE has committed to helping to replace conventional jet fuel used for air travel and freight with sustainable aviation fuels (SAF)—which have lower lifecycle carbon emissions than traditional jet fuel. Depending on feedstock and processing steps, SAF can reduce the carbon intensity of flying by approximately 80%.

Additionally, CHOOOSE will collaborate with its partners, the coalition, and other members of FMC to scale the use of SAF and make it more accessible.

“The First Movers Coalition believes that reducing emissions to net-zero by 2050 is possible if the right technologies are brought to commercial scale within the next decade, and members like CHOOOSE are crucial to champion this mission to enact the change we need”, adds Gillis.

Aviation, responsible for roughly 3% of global CO2 emissions, is a particularly challenging sector to decarbonize, and the demand for flying is expected to grow rapidly through 2030. The International Civil Aviation Organization (ICAO), a specialized agency of the United Nations, projects that without additional measures, CO2 emissions from international aviation could increase by 300-700% by 2050 compared to 2005 levels.

This difficult-to-decarbonize sector needs solutions that can be deployed in the short-term. Currently, only 0.1% of global jet fuel is SAF. To achieve widespread adoption of SAF and maximize the impact of alternative fuels, scaling up production and distribution is crucial.

Achieving decarbonization in the aviation sector requires everything from increased investment and government/corporate policy change, to rapid technological innovation and consumer and corporate action.

That’s where the First Movers Coalition comes in. FMC's mission is to swiftly bring cutting-edge technologies to commercial scale within the next decade by creating early market demand for such technologies. With the backing of $12 billion in commitments to purchase green technologies, there is an actual opportunity for these high-polluting sectors to reach ambitious planetary climate targets. With that magnitude of investment, we can cut down costs and drive real progress.

The seven focus sectors emit a third of global emissions today. They can go carbon-free by 2050 at a cost of less than 1% of global GDP if clean technologies are both scaled and made affordable across supply chains.

CHOOOSE provides a platform that helps hard-to-decarbonize industries take meaningful climate action on their carbon emissions by providing tools to understand and address their carbon footprints. By delivering the technical building blocks for bringing climate action to enterprise partners in sectors like aviation, travel, and logistics, CHOOOSE accelerates access and adoption of climate solutions like SAF.

“CHOOOSE is proud to join the First Movers Coalition to send a firm market demand for emerging technologies essential for a net-zero transition. We look forward to fulfilling our commitment to the aviation industry and contributing on a larger scale to closing the multi-gigaton gap between climate intention and climate action,” says CHOOOSE CEO Andreas Slettvoll.

The First Movers Coalition enables members to take climate action – and presents a unique opportunity to build the clean and profitable supply chains of the future. Learn more about the First Movers Coalition here.


CHOOOSE™ provides the leading Software-as-a-Service (SaaS) platform empowering businesses to integrate climate action into customer experiences. Enterprise partners in sectors like aviation, travel, and logistics deploy CHOOOSE to build, manage, and report on customer-centric climate programs that embed climate action wherever they interact with their consumer or corporate customers. Headquartered in Oslo, Norway, CHOOOSE has enterprise partners and employees around the world. Learn more at