Thanks to the likes of Extinction Rebellion and teenage climate activist Greta Thunberg, an increasing number of travellers, notably younger ones, are considering carbon over convenience.
In Sweden, people are even being publicly shamed for their carbon contributions. Dubbed ‘flygskam’, meaning ‘flight shame’ people are calling out social media stars, celebrities and even friends for flying too much.
Others are prepared to ditch air travel in order to lower their environmental impact. Campaign group Flight Free UK currently has 1,000 people pledged not to fly in 2020.
This shift in consumer opinion has not gone unnoticed by the airlines and no one wants to be left behind in the race to net-zero carbon.
Ryanair CMO Kenny Jacobs believes that “the next generation” of consumers will choose to fully offset their flights and dismisses the “media hype” around people choosing not to fly.
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