This past Sunday, I found myself walking along the beach in Port Grimaud, Southern France. The wind was howling over the Gulf of St. Tropez, a reminder of nature's raw power. But it wasn’t the weather that struck me the hardest that day. It was the sight of something far more devastating: rubbish, plastic bottles, pipes, packaging, and even larger items like decorative plates and fire extinguishers, scattered across the beach. In just a short stretch of sand, the sea had returned to us the detritus of human life. And it was overwhelming. Disgusting, even. A brutal reminder of the consequences of our actions.
Working in the aviation industry, I’m no stranger to discussions about sustainability and the need for innovation. Our industry, like many others, is frequently under the spotlight for its ecological footprint. And while there is plenty of room for improvement, aviation is actively striving to reduce its impact on the environment through cutting-edge technology and forward-thinking strategies. But the trash on the beach? That wasn’t the result of an industry; it was the result of us... Our daily choices, our consumption habits, and our carelessness.
This got me thinking about sustainability in a broader sense. The conversation around environmental responsibility tends to focus heavily on industries, and rightfully so. Corporations have a significant role to play in reducing their impact on the planet.
But what we often overlook is that sustainability begins at a far more fundamental level: with the individual.
Society’s blind spot: the role of the individual
We live in a world where it’s easy to point fingers at big industries and governments. They are, after all, the largest polluters, the ones whose decisions seem to have the most visible impact on our environment. But in doing so, we fail to see the forest for the trees. The reality is that each of us plays a role in shaping the society we live in, and by extension, the industries that serve us.
What I saw on the beach that day wasn’t the result of corporate negligence. It wasn’t a failure of government policy. It was the cumulative effect of millions of individual actions, decisions, and, quite frankly, a staggering level of indifference. Plastic bottles discarded without a second thought, packaging thrown away without considering where “away” really is... It’s all too easy to forget that the earth is, in fact, a closed system. What we throw out doesn’t just disappear. It comes back. And on Sunday, the ocean gave me a harsh reminder of that fact.
This begs the question: where do we begin? How do we balance the need for corporate responsibility with individual accountability? More importantly, how do we change the narrative so that the focus is not solely on industries and governments, but also on the very foundation of society: the individual?
A Philosophical debate: are we asking the right questions?
The heart of this issue is philosophical. It asks us to consider the deeper relationships between individuals, society, and the industries we often defame. We, as individuals, are quick to condemn corporations for environmental harm, but isn’t it society itself that fuels demand for the very products these corporations produce? We want cheap goods, fast fashion, and single-use convenience. Corporations deliver because we demand it.
This brings us to a crucial point: industries do not exist in a vacuum. They are shaped by the societies that create and sustain them. If we want to see a shift in corporate behavior, that shift has to begin with a change in individual behavior.
Consider this: what would happen if every person who used a plastic bottle, a piece of packaging, or any disposable item paused to think about its journey? From production to disposal, that item has a life cycle that extends far beyond its immediate use. That awareness alone could initiate a change in behavior, a small but powerful step toward sustainability. As individuals, we are not powerless. Our actions, when multiplied across billions of people, become societal norms. These norms then influence industries. It’s a chain reaction, and it all starts with us.
Industries are adapting... But are we?
Aviation, like many other sectors, is working relentlessly to reduce its environmental footprint. Sustainable Aviation Fuel (SAF), electrification, and other innovations are revolutionizing how we think about flight. These initiatives are not just about compliance with regulations, they are about securing a future where aviation can thrive without harming the planet. The industry is evolving. But are we, as individuals, keeping pace?
The rubbish I saw on the beach had nothing to do with aviation. It wasn’t the result of an industrial process. It was the result of human carelessness. It was a reflection of a society that has lost its sense of responsibility for the environment. We can’t expect industries to solve this problem on their own. If we, as individuals, continue to live without regard for the consequences of our actions, no amount of corporate innovation will save us.
Where do we go from here? A call to action
So where do we start? I believe the answer lies in education... Education that begins at the earliest possible age and continues throughout our lives. We need to teach our children not only the importance of recycling, reducing, and reusing but also to understand the broader implications of their actions. They need to know that every piece of plastic that ends up in the ocean, every bit of waste that finds its way into our ecosystems, is a direct result of human choices.
But it doesn’t stop with children. Adults, too, must re-educate themselves. We do the same in aviation. Pilot re-train themselves continuously along their career to make sure that they can continue to operate safely. The same has to be true with Earth's safety... We must all become more mindful of our impact on the planet. This isn’t just about being "green." It’s about understanding that the small decisions we make every day, what we buy, how we dispose of waste, how we consume resources, have far-reaching consequences.
The power of personal responsibility
Ultimately, the change we need won’t come solely from governments, industries, or even environmental movements. It will come from individuals taking responsibility for their actions and recognizing their role in the larger system. Sustainability is not an abstract concept that can be solved by technological advancements alone. It’s a mindset—a way of living that respects the delicate balance of our planet.
The next time you walk on a beach, hike a mountain trail, or simply go about your day, take a moment to consider the impact of your actions.
The ocean doesn’t lie. What it gave back to us on Sunday wasn’t just a pile of trash, it was another wake-up call.
Now, let’s not hit snooze on that alarm.
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