Sweden – The interactive platform allows people to see the environmental impact of air travel, with constructive advice on the lifestyle changes that can offset their journeys.
Shame Plane lets users input the start and end points of their journey, with the platform outlining the square metres of Arctic ice that the equivalent journey will melt. A trip from London to New York, for example, equates to the loss of 6.6sqm of ice, and would require 5.2 years of sustainable travel to offset.
Rather than leave users feeling frightened by the impact of their journey, however, the site offers practical advice on how to offset it against lifestyle changes, such as reducing food waste, to going car-free or even vegetarian. Created by graphic designer Victor Ginsburg Müller, the idea for the platform was established after he became increasingly aware of flygskam – or flying shame – and the growing global conversation around the negative impact of air travel.
As we look to the 2020s, travel and hospitality brands have an opportunity to use such data to transform their operations, taking a Conscious Tourism approach.