Ethical travel: Climate change causes people to ditch the plane and take the train

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  Quantumrun Foresight
• January 10, 2022

Insight summary

A dire climate warning from the United Nations (UN) sparked a global shift in travel habits, leading to a social movement favoring train travel over air travel due to its lower environmental impact. This trend has led to a significant decrease in air travel and an increased preference for train travel. The long-term implications of this ethical travel trend could include a shift in societal values, new policies incentivizing sustainable travel, increased demand for green transport options, and the creation of new jobs in the sustainable transport sector.

Ethical travel context

In 2018, the UN climate research team issued a stark warning: the global community had a mere 11 years to take decisive action to avert the catastrophic impacts of climate change. This alarming announcement sparked a significant shift in public consciousness, particularly in relation to travel habits. People began to scrutinize their personal carbon footprints more closely, with a particular focus on the environmental impact of air travel. This newfound awareness gave rise to a social movement that encouraged more sustainable travel options, with the spotlight falling on train travel as a more environmentally friendly alternative.

This movement, characterized by the terms "flight shaming" and "train bragging," originated in Sweden in 2018. Activist Maja Rosen launched the "Flight Free" campaign, which challenged 100,000 individuals to abstain from air travel for a year. The campaign quickly gained traction, with participants opting for train travel and sharing their experiences on social media platforms. They used Swedish hashtags that translate to "flight shame" and "train brag," effectively spreading the message and encouraging others to join the cause.

The campaign was further bolstered by the support of notable public figures, including climate activist Greta Thunberg. According to a survey conducted by the World Wide Fund for Nature (WWF), air travel in Sweden decreased by 23 percent in 2018 as a result of this movement. A subsequent survey by Swedish Railways in 2019 revealed that 37 percent of respondents expressed a preference for train travel. 

Disruptive impact

Air travel, while convenient and often necessary, is a significant contributor to global carbon emissions. Currently, it accounts for 2 percent of total human-induced carbon emissions, a figure that could escalate to 22 percent by 2050 if the aviation industry does not take substantial steps towards sustainability. To put this into perspective, a family of four traveling to European destinations by plane generates between 1.3 to 2.6 tonnes of carbon emissions. In contrast, the same journey by train would produce only 124 to 235 kilograms of emissions.

The growing popularity of the flight shaming and train bragging trend could have significant implications for the airline industry, which is already grappling with post-COVID-19 challenges. If more people choose to travel by train due to environmental concerns, airlines could see a decline in passenger numbers. In response to this, many airlines are asserting that they are investing in newer aircraft models that have smaller carbon footprints.

The International Air Transport Association (IATA), a trade organization with 290 members, has announced ambitious plans to reduce emissions. By 2050, the association aims to cut emissions to half the 2005 level. This goal, while commendable, highlights the pressing need for the aviation industry to adopt more sustainable practices or risk losing ethical consumers.

Implications of ethical travel

Wider implications of ethical travel may include:

• Increased demand for green transport options, such as electric vehicles.


• Aerospace companies building more fuel-efficient aircraft models.


• Increased demand for multimodal transportation such as boats, trains, and bicycles.


• A shift in societal values fostering a more conscious and mindful society.


• Policies that incentivize sustainable travel options, leading to a more comprehensive and effective approach to climate change mitigation.


• Sustainable travel infrastructure attracting more residents and visitors, reshaping population distribution and urban development patterns.


• Research and development in electric propulsion, battery technology, and high-speed rail, accelerating the transition to a low-carbon economy.


• New jobs in the sustainable transport sector, while also requiring reskilling and upskilling for workers transitioning from traditional aviation roles.

Questions to consider

• Would you consider taking trains instead of flying on your next vacation?


• What other factors would affect people's transportation preferences?