Flygskam: The Rise of Flight Shame

Greta Thunberg’s role, and its new resonance amid her recent deportation from Israel:

Guilty Pleasures?

“Flygskam” (Swedish for “flight shame”) is a social movement urging people to rethink air travel’s carbon footprint. Popularised by the prominent activist, Greta Thunberg, it challenges travellers to rethink travel options, particularly in favour of localised transport and especially by rail.

Since the flygskam origins in 2018, domestic flights have dropped 9% in Sweden while rail bookings have surged, demonstrating how personal guilt can spur collective action.

Thunberg’s Influence and Deportation From Israel

Greta Thunberg didn’t just add a voice, she embodied the flygskam movement. Refusing to fly across the Atlantic, she voyaged by sailboat to major climate summits, reshaping global conversation and inspiring behavioural shifts . The “Greta effect” turned abstract emissions data into a moral log‑jam: if she won’t fly, why should you?

I mentioned in a previous post that I have, through my own volition, probably only flown about a dozen times in my life. I'm not an eco warrior. I'm just an ordinary person caught up in life's daily moral dilemmas, including this one - eco anxiety, just like electric car range-anxiety.

On June 10, 2025, Israeli forces intercepted the “Madleen,” a flotilla bound for Gaza with humanitarian aid with Thunberg on board. Thunberg was detained in international waters and described the action as “kidnapping,” and was subsequently deported - by jet aircraft to France. If you have seen the photographs of Greta on the 'plane, you will have noted her failure to hide her apoplexy. While this incident underscores her growing role in global justice, not just climate, it also offers a subtle counter to critics who deride her for flying: she’s actively taking bold, on‑the‑ground stands, underscoring the importance of local action even while retaining her no‑fly principles.

Have a read of this study by the Journal of Tourism Futures: Eco-anxiety and the flight shaming movement: implications for tourism.

Why Embrace Flygskam?

• Environmental impact: Depending on which source you choose to believe, an average flight emits ~ 200 kg CO₂ per hour - roughly 2.5% of global output.

• Cultural richness: Slower journeys can foster deeper connections and awareness, providing a more meaningful travel experience at a reflective pace. Practice mindfulness!

• Mental empowerment: Studies link flygskam with eco-anxiety and proactive environmental behaviour, choosing action over eco-guilt.

• Moral cohesion: Align your actions with global urgency. Be part of a community driving change.

Conclusion

Flygskam is more than symbolic guilt, it offers agency. It is an invitation to integrate ethics into travel decisions. Greta Thunberg’s continued adherence to no-fly policies and her unwavering activism, even in crisis, demonstrates how personal choices can speak louder than rhetoric. By choosing to fly less, we follow Thunberg’s example: marrying principles with powerful action. Whether confronting climate breakdown or political injustice, each journey - chosen responsibly, becomes a statement.

By flying less, we don’t just reduce emissions: we embody resilience and purpose.

Let's keep the conversation flowing: What are your next no-fly trip plans?

Feel free to email me at enquiries@fraxbiz.com and leave comments on here.