The Globe and Mail reports in its Wednesday, Jan. 22, edition that several major brands, including Netflix, Google, Amazon, IKEA and Lululemon, are joining forces to invest in the production of sustainable fuels as 2030 emissions targets approach. The Globe's Pippa Norman writes that these companies are part of initiatives like the Sustainable Aviation Buyers Alliance (SABA) and the Zero Emission Maritime Buyers Alliance (ZEMBA). Experts believe their collective action signals to investors and policy-makers a demand for sustainable fuels. ZEMBA president Ingrid Irigoyen says, "We like to have private-sector leaders go first, show that there is market potential here, and then get everyone across the value chain, including in the policy space, to come together and support those new markets as they're being built." The shipping industry represents over 80 per cent of global trade volume and nearly 3 per cent of greenhouse gas emissions, as reported by the United Nations Trade and Development. In 2023, aviation made up 2.5 per cent of global energy-related carbon emissions, according to the International Energy Agency, with both sectors expected to see rapid emission growth.