I’ve spent the last couple of years trying to better understand UK media narratives and social norms around #FlightFree travel. Here’s a bit about why, and what I found 🧵
Why?
👉🏽 Lots of research on why ppl who fly don’t want to reduce flying, but very little on people who #FlyLess
👉🏽 Air travel responsible for around 12% UK household emissions
👉🏽 As @_wearepossible showed, it’s an equity issue. 15% of the population in the UK takes 70% of flights
