But for people who do fly, flying represents 50% or more of their footprint.

Everything has to happen simultaneously. Carbon emission reduction on a personal, community, city, state, country, supranational entity, global level.

We simply cannot continue to wait for other, more emission-intensive actors, to act first.

> Do people still think the solution is for everyone to reduce their individual carbon emissions?

It couldn't hurt. If people put more effort into reducing their carbon footprint and being mindful of the carbon externalities of their lifestyle they'd also probably vote for people and pay money to companies who seek to reduce the carbon footprint of industry and government too.

We have to care before anything will get done.

I don't know anyone that thinks that reducing is the solution. But, as our technology is, for now, it is part of the solution.

The hierarchy of the three R's is 1) reduce 2) re-use 3) recycle. That's for a reason. No need to manage consumption that never took place. Like the agile mantra, maximise the work not done.

There are several reasons why people focus on flying:

    - 2% globally, but distributed very unequally over population
    - much of flying can be prevented, most of it is elected (you can video conf that meeting or go on holiday locally, you can't not heat your house) 
    - flights are trending up, when we should be trending down (and are managing in other areas)