What can we do in the face of the climate emergency? Many say we should drive less, fly less, eat less meat. But others argue that personal actions like this are a pointless drop in the ocean when set against the huge systemic changes that are required to prevent devastating global warming.

It’s a debate that has been raging for decades. Clearly, in terms of global greenhouse gas emissions, a single person’s contribution is basically irrelevant (much like a single vote in an election). But my research, first in my masters and now as part of my PhD, has found that doing something bold like giving up flying can have a wider knock-on effect by influencing others and shifting what’s viewed as “normal”.

In a survey I conducted, half of the respondents who knew someone who has given up flying because of climate change said they fly less because of this example. That alone seemed pretty impressive to me. Furthermore, around three quarters said it had changed their attitudes towards flying and climate change in some way. These effects were increased if a high-profile person had given up flying, such as an academic or someone in the public eye. In this case, around two thirds said they fly less because of this person, and only 7% said it has not affected their attitudes.

I wondered if these impressionable people were already behaving like squeaky-clean environmentalists, but the figures suggested not. The survey respondents fly considerably more than average, meaning they have plenty of potential to fly less because of someone else’s example.