This hit home.

770000 litres of jet kerosene translate to 2100 tons of CO_2 emissions[0]. That's the emissions of more than 200 average Germans or 50% of the emissions of over 400 people. Cutting one's emissions by half is most likely not easy at all, so maybe even more people would be required for an equivalent reduction in emissions.

Now: if someone at an airline thinks that the inflight magazine feels cheap now and that it should be printed on better paper again, it would wipe out any emission savings that hundreds of people could ever hope to achieve personally. Makes one feels a bit helpless, doesn't it?

[0] https://de.wikipedia.org/wiki/Kerosin (Look for "Kohlendioxidemissionen bei Verbrennung").

Edit: the point I wanted to make is that a willy-nilly decision of someone with sufficient influence can have way more effect that intentional decisions of average people could ever have.