But could air passengers ever go along with measures to reduce flying? Lucia Reisch, a professor of behavioural economics and policy at the University of Cambridge, thinks so. "The past years have seen a general tendency of consumers to be more interested in and engage more in sustainable consumption," she says. Alongside taxes or regulations, so-called "soft policy tools" – like simply providing people with information or nudges towards flying less – are one way to do this, she says, and "can be very successful, effective, [and] are often highly accepted".