In Sweden, the sustainability of industries has grown in prominence, especially since 2017, as goals for decarbonisation began to be set for the following decades. In the public's opinion, the aviation industry has suffered through negative portrayals as a massive polluting and unnecessary industry. As such, particular care and action should be taken to swiftly implement changes to allow the system to grow sustainably rather than suffer through excessively restrictive measures. This chapter addresses the challenges and lessons learnt from this case study through the lens of Kotter's 8-step change model, contrasting the strategies undertaken by the aviation industry in Sweden and worldwide.