Narratives
Narratives are essential in shaping how people understand the issues surrounding aviation and climate justice. The stories we tell can either reinforce the status quo or challenge it, sparking awareness and action. Effective narratives connect emotionally with people, make complex issues relatable and offer clear alternatives to existing harmful practices.
We have developed five narratives that capture the key problems of aviation and invite us to imagine alternatives. They can be mixed and matched for different contexts and actions. While any of them can be used for any type of action to counter aviation, some actions are naturally more easily framed within one narrative than the other:
Plane Greedy
This narrative frames the aviation industry as a drain on resources, the public and the planet that we cannot afford. It focuses on scandalous and nefarious practices of the aviation industry and seeks to spark rightful indignation. It can also be used to challenge economic arguments made by the industry.
- Ideal for actions targeting: private jets or luxury emissions, airport conflicts and actions taken because of public bailouts or subsidies to airlines.
Common Destination
Can be used to give a realistic global context on the aviation industry by highlighting the injustice and disparity of its impacts, especially concerning people and communities in the Global South. It unites people by showing that a future of less aviation is for humanity’s common benefit.
- Effective for: solidarity actions or simultaneous actions between Global North and South countries, actions on so-called SAF, actions related to touristification and alternatives to it, as well as focused on grounded transport and its relationship with surrounding communities.
Green Means Grounded
This narrative shows how grounded alternatives are the only way to make mobility sustainable and how we can achieve the necessary transformation. It can be used to counter the greenwashing propaganda that air traffic can soon become environmentally and socially sustainable.
- Perfect for: aviation industry events and actions targeting greenwashing ads.
Safe Landing
Use this narrative as a response to industry expansion or to shape the debate around the aviation industry’s future, its need for managed shrinkage, and to plan for workers, within and outside of the industry. It will support demands for a plan from government and industry for conversion and to protect workers and the planet.
- Relevant for: actions related to worker’s rights, airport expansion and bailouts of airlines
Enjoy the Journey
This narrative should be used to excite, inspire and evoke the desire for different ways of travel as an alternative to flying. It can be used to counter industry advertising around the lifestyle benefits of flying, but can also be used proactively to invite others to think differently about travel, holidays and adventure.
- Works well with: actions promoting grounded transport, subvertising of industry ads and campaigns that encourage people to rethink their travel habits.
These narratives provide a solid framework for engaging society in discussions about aviation’s role in the climate crisis. By using these storytelling techniques, you can challenge dominant paradigms, inspire new ways of thinking, and mobilise broader support for the changes needed to address aviation’s climate and social impacts. Find more information our Common Destination guide.