Common Destination

Reframing aviation to ensure a safe landing and lay the tracks towards a fair planet

How to use this guide

This is a guide to reframe how we think, talk and write about the aviation industry and its impact on people and the planet.

* Throughout the guide we talk about ‘mobility’ rather than transport, to highlight that transport is not an end in itself but a tool to satisfy needs.

Chapter One, the Introduction, describes the objectives and approach of this report and the aims of the larger project it is part of. Start here if you want to explore the concepts this reframing project is grounded in. If you want to know why it is so important to campaign for a reduction of air traffic, what its climate and social impacts are, and how public opinion is evolving, read Chapter Two: The Urgency of the Climate Crisis and Aviation’s Role. It’s also a good place to start if you are new to campaigning against aviation, as it provides facts and figures on why an expanding aviation industry is incompatible with a thriving planet and makes a case about why, to be successful, it matters to use the lens of climate justice. If you are looking for inspiration to broaden your climate campaigning, delve into the new narratives and associated stories in Chapter Three: New Narratives to Reframe Aviation and the Economy. This chapter illustrates what a new economy based on wellbeing, care and a sustainable mobility system* could look like. It also provides five new narratives that make up the core part of this guide. And finally, if you are ready to take action and help others imagine a new way of living, working and being together, Chapter Four: How to Use the New Narratives outlines useful tools and practical advice for reframing aviation and making the case for why we must now lay the tracks towards a fair wellbeing economy.

Narratives and how to find them

The core of this report is our five narratives about the problems with the aviation industry and the way to a better mobility. You can find them in Chapter Three.

Plane Greedy

About how the airline industry puts its own profits above the future of people and planet.

Common Destination

About why, on our shared planetary home, we don’t need more air traffic and tourism to thrive


Green Means Grounded

About why industry promises are just green lies and how mobility can become truly sustainable.

Safe Landing

About why people working in aviation need a planned descent of the industry and how we can put the future on track.

Enjoy the Journey

About alternatives to flying and why we will enjoy the journey more with them.