First Movers Coalition

The First Movers Coalition is a platform bridging the gap between supply and demand for emerging clean technologies.

Achieving decarbonization of industry is possible. Leading experts and organizations including those within the Mission Possible Partnership have developed science-based transition pathways that outline which net-zero solutions will be required by when to achieve this goal.

The First Movers Coalition purchasing commitments have been defined based on this leading analysis.

This ensures that the ambition level and definition of the commitments sends the right market signal today, helping to make solutions market ready by 2030 and put the industry on track to achieving its 2050 decarbonization goals.

The first phase of purchasing commitments—in steel, trucking, shipping, and aviation—launched at COP26, with Founding Member companies each making at least one commitment. The second phase of commitments and further details will be shared in early 2022


Members commit to use emerging technologies including sustainable aviation fuels (SAF) with significant emissions reductions, electric, and hydrogen propulsion for air travel by 2030.

Airlines and air transport companies set a target of replacing at least 5% of conventional jet fuel demand with SAF that reduces life-cycle GHG emissions by 85% or more when compared with conventional jet fuel, and/or using zero-carbon emitting propulsion technologies by 2030;

Airfare and air freight purchasers set a target of replacing at least 5% of conventional jet fuel demand for air transport with SAF that reduce life-cycle GHG emissions by 85% or more when compared with conventional jet fuel, and/or zero-carbon emitting propulsion technologies by 2030 – in partnership with air transport operators.

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Members commit to use zero-emission fuels in new and in retrofitted zero-emission vessels by 2030.

Carriers set a target that at least 5% of their deep-sea shipping will be powered by zero-emission fuels by 2030, enabled by ships capable of using zero-emission fuels.

Cargo owners set a target that at least 10% of the volume of their goods shipped internationally will be on ships using zero-emission fuels by 2030, on the way to 100% by 2040.

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Members commit to purchase or contract zero-emission medium and heavy-duty vehicles by 2030. These can include battery or fuel-cell electric vehicles and also incorporate renewable sources of electricity and hydrogen for charging.

Trucking owners and operators also set a target that at least 30% of their heavy-duty and 100% of their medium-duty truck purchases will be zero-emission trucks by 2030.

Retailers & manufacturers set a target that they will require all of their trucking service providers to meet the trucking owners and operators’ commitment by 2030.

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Members commit to purchasing volumes of near-zero emission steel by 2030.The deployment of breakthrough iron and steelmaking technology is needed to deliver a net-zero steel sector with minimal residual emissions. These technologies include hydrogen direct reduction, carbon capture use and storage, and electrolysis-based production processes.

Steel purchasers set a target that at least 10% of their annual steel procurement volumes by 2030 meet or exceed the First Movers Coalition definition for near-zero emissions.

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