Initially starting out as a response to Kylie Jenner’s Instagram photo with her partner in front of two jets, users on social media have criticised celebrities over their excessive use of private jets (often including very short duration flights) and thereby their contribution to CO2 emissions and climate change.

So what?

Through Twitter accounts that track flight data, social media users have been made aware of the large number of private flights that celebrities take, even for destinations that are less than 20 minutes away. Their contribution to carbon emissions are thus more than a couple hundred times greater than that of an average person, and discussions are highlighting the disproportionate contribution of these small number of rich elites to the climate crisis.

Will social media scrutiny influence the flight behaviour and consumption patterns of celebrities? Could they contribute to greater discussions around individual responsibility and could policies be introduced to tackle these excessive consumption patterns?

Some celebrities are pioneering methods to reduce the CO2 emissions of their activities. In 2019, Coldplay committed to pausing their tours until concerts could be environmentally beneficial. Now after 3 years, the band are finally starting their tour, and they have presented key sustainability principles and initiatives to cut carbon emissions in their next global tour, Music Of the Spheres.

Could a greater focus on the individual responsibility of the highest emitting individuals lead to the pioneering and wider adoption of environmentally friendly practices in the sector?