Sustainability Advocates Fly Private Jets. That's Fine.
The uncomfortable truth about personal choices vs. systemic change.
Nothing says “I care about the planet” like boarding a private jet to a sustainability conference.
Here’s a fun fact: The world’s top climate activists have higher carbon footprints than entire neighborhoods.
People expect sustainability advocates to “walk the talk.” Greta Thunberg used a sustainable boat to cross the Atlantic—and laypeople want all sustainability advocates to behave this way. The reality is more complicated though.
Elites in every industry have higher carbon footprints. To some extent, this is a necessary evil: More influence and more visibility means having to travel more.
More responsibility means having to enjoy worldly comforts, too. After all, you can’t give it your all if your dinner the night before was indigestible and your mattress was sustainable but infested by bedbugs.
Many big-name sustainability leaders fly private, eat meat, and live in massive homes—but they’re also pushing for large-scale policy changes.
This begs the question: Does influence justify emissions? Is a private jet flight justified if it leads to a game-changing climate policy?
Unfair Double Standards?
Sustainability is unique in the sense that it makes judgments on individual behavior like no other industry.
Politicians and CEOs aren’t expected to live like monks—so why are climate advocates?
People care more about individual hypocrisy than corporate inaction. If a big-name person takes a private jet to a sustainability conference, this triggers our judgmental reflexes. Microsoft heats up data centers and hence the planet with all its AI operations—but this is harder for our monkey brains to comprehend.
Greta Thunberg refuses to fly. But if that retards her arrival to key negotiations, does this actually change policy?
The Real Debate: Do Personal Choices Even Matter?
Personal choices play a role, but systems change matters much much more.
It’s easy to judge individual action. If Biden-era climate envoy John Kerry hops in a plane to negotiate a climate deal, doesn’t he emit a few tonnes of carbon? Sure, but imagine how many mega- or gigatonnes of carbon he might be saving the world from through a single negotiation. If flying is the only way to accomplish this feat, should we judge him for it?
Carbon footprints were originally invented by British Petrol to blame individuals for their emissions and diverting from the bigger picture. Both the invention and BP’s intention behind it are well documented.
That doesn’t mean that carbon footprints are evil. But focusing on them misses the bigger picture big-time.
A politician passing a clean energy bill does more than someone cutting out plastic straws for a lifetime.
Of coures we should all make sure to reduce our waste, eat less meat, and use trains instead of planes if we can. But we should not let this cloud our judgement on the systemic change that needs to happen. In fact, without this change nobody would even be able to make responsible choices because sustainable options just wouldn’t be available!
Should Sustainability Advocates Even Try to “Walk the Talk”?
Sustainability leaders are trying to navigate today’s imperfect world just like everyone else. Should they really be held accountable to unrealistic standards?
Some say personal behavior doesn’t matter—only policy does. Others argue that credibility is everything—leaders should live the values they promote.
On Thursday, I’ll break down the case for and against “leading by example” in sustainability. Don’t miss it!
Wangari’s Curated Reads
Spring is a season of renewal, and
’s Spring Into Sustainability offers plenty of ideas to renew your life. Ranging from seasonal eating and eco-friendly cleaning to gardening and mindful decluttering, there’s a tip for everyone. Whether you’re picking strawberries, starting a compost bin, or just taking a walk to admire spring blooms, these small steps make a big impact on both the planet and your well-being.Could the future of shipping be found in the past?
explores how cargo ships are returning to wind power, which dramatically cuts emissions while challenging the dominance of fossil-fueled global trade. With companies like Anemos leading the way and transparency in supply chains improving, this shift could redefine sustainability in the shipping industry—if consumers and policymakers push for it. Shipping for Sustainability? is worth the read.Even Long-time Advocates Need Encouragement, says Jessie Snyder at
. A constructive example is a book group that revitalized the Lehigh Valley Citizens’ Climate Lobby by offering fresh strategies and renewed motivation. With insights from activist Sam Daley-Harris, the group is learning to make bold asks, engage reluctant lawmakers, and bring heart to their advocacy. The piece is a worthwhile reminder that activism is a collective endeavor that needs collective motivation.