In this article, we’ll explore Keir Starmer’s journey from his early career to the top of British politics.

Who is Keir Starmer?

In July 2024, Keir Starmer led the Labour Party to a historic victory, becoming the UK’s new Prime Minister. After years of political turbulence and economic uncertainty under Conservative rule, Starmer’s rise marks a new chapter for Britain.

Starmer, often described as a pragmatist with a vision for national renewal, has promised to bring stability back to British politics. His leadership combines his legal acumen with a centrist approach, aiming to mend divisions within the country and restore trust in public institutions. As the dust settles from the general election, the question on everyone’s mind is clear: What kind of leader will Keir Starmer be, and how will his government shape the future of Britain?  


👉 In this profile, we’ll explore Keir Starmer’s journey from his early career to the top of British politics, delving into his political philosophy, governing approach, and his ambitious vision for the UK’s role on the global stage.

Keir Starmer was born on September 2, 1962, in Oxted, Surrey, to a working-class family. His father, Rodney, was a toolmaker, and his mother, Josephine, worked as a nurse. Starmer’s mother suffered from a long-term illness, which required regular medical care, a reality that deeply affected his perspective on public services, particularly healthcare. Starmer credits these formative years with shaping his later views on social justice and equality.

Starmer attended Reigate Grammar School, which became an independent school during his time there, before heading to the University of Leeds. At Leeds, he studied law, where his interest in justice and rights began to take shape. His academic performance was outstanding, earning him a place at St Edmund Hall, Oxford, to pursue postgraduate legal studies. It was at Oxford that he refined his focus on criminal law and human rights, influenced by his growing commitment to representing those without a voice.

After university, Starmer was called to the bar in 1987 and became a well-respected barrister, specializing in human rights law. Over the years, he built a reputation for defending cases related to civil liberties and social justice, representing clients in some of the most complex and high-profile cases. His legal career saw him take on cases both in the UK and internationally.

In 2008, Starmer was appointed Director of Public Prosecutions (DPP), a significant role where he led the UK’s Crown Prosecution Service (CPS). His tenure was marked by several high-profile cases, including the prosecution of MPs involved in the expenses scandal. As DPP, he emphasized fairness and accountability, often focusing on the importance of ensuring justice for victims while maintaining the integrity of the legal process. His time as DPP further cemented his reputation as a principled and fair-minded public servant, paving the way for his transition into politics.  

He will become Britain’s prime minister—but voters remain unsure what he stands for. So who is the real Sir Keir Starmer?

00:00 - Who is Keir Starmer?
00:39 - His life before politics
01:38 - His political rise
02:38 - His politics

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Meet Keir Starmer, Britain’s next prime minister

Keir Starmer’s transition from law to politics was marked by a desire to bring his commitment to justice into the political arena. After decades of working as a human rights lawyer and serving as Director of Public Prosecutions, Starmer entered Parliament in 2015 as the Labour MP for Holborn and St Pancras.  

It wasn’t long before he took on significant roles within the party. One of his early positions was as Shadow Minister for Immigration under Jeremy Corbyn’s leadership, where he tackled complex issues surrounding migration and asylum.

As Labour faced internal struggles and political challenges, particularly over the handling of Brexit, Starmer rose to prominence with his firm stance on ensuring a second referendum and his efforts to maintain a clear, coherent policy during challenging times. He played a key role in shaping Labour's Brexit strategy as Shadow Secretary of State for Exiting the European Union, advocating for the protection of workers' rights, environmental standards, and public services in any deal with the EU. His approach earned him respect both inside and outside the party.

Following Labour's devastating defeat in the 2019 general election, Jeremy Corbyn stepped down, triggering a leadership contest. Starmer announced his bid to lead the party, presenting himself as a unifying figure who could rebuild Labour after a period of division. His campaign focused on modernizing the party, regaining the trust of lost voters, and offering a credible alternative to the Conservative government. Starmer also promised to continue some of the progressive policies established under Corbyn while steering the party back toward the political center.

In April 2020, Keir Starmer was elected as Labour leader, winning a clear majority in the first round of voting. His leadership has been defined by efforts to unite the party after years of factionalism, re-establish Labour as a credible force in British politics, and move beyond the internal struggles that had marred its recent history. He has worked to distance Labour from the controversies of Corbyn’s leadership, particularly regarding allegations of antisemitism within the party, while maintaining a focus on social justice, equality, and progressive reform.

Starmer’s leadership has also been characterized by a pragmatic approach to policymaking, with an emphasis on fiscal responsibility, rebuilding public services, and tackling the climate crisis. His focus has been on restoring Labour’s electability, reconnecting with working-class voters in traditional Labour strongholds, and modernizing the party to appeal to a broader electorate ahead of the 2024 general election.

Keir Starmer’s efforts to rebuild and modernize the Labour Party culminated in a landmark victory in the 2024 UK General Election. Securing 404 seats – an overwhelming majority – Labour was handed a decisive mandate to shape the country’s future. Starmer’s approach was to present Labour as a credible and capable alternative to the Conservative Party, which was increasingly plagued by internal divisions and declining public trust. His strategy emphasized competence and unity, restoring faith in Labour as a force for effective governance.

A key element of Starmer's success was his ability to appeal to diverse groups across the country. He focused on addressing the cost-of-living crisis, pledging economic reform that would deliver fairness and opportunity for all, while also placing a strong emphasis on restoring and rebuilding public services like the NHS and education. This struck a chord with voters facing the daily struggles of inflation, stagnant wages, and cuts to vital services.

Starmer's approach also involved unifying a fractured Labour Party. He successfully navigated the internal tensions between the left-wing factions and the centrists, crafting a platform that balanced the progressive ambitions of the party’s base with policies that could appeal to a wider electorate. He promised to reform Labour’s image, moving beyond the controversies of previous leaderships and presenting a vision of a modern, forward-thinking party.

His campaign capitalized on the growing dissatisfaction with the Conservative government, which was seen as increasingly out of touch with ordinary people. Starmer presented himself as a stable, credible leader who would bring integrity and competence back to government. He was careful to distance Labour from the more radical policies that had alienated centrist voters in past elections, focusing instead on practical solutions to the UK’s economic challenges.

On election day, Labour won a decisive victory, marking a significant turning point in UK politics. Starmer’s leadership had not only revitalized the Labour Party but also given it a clear mandate to govern. His success was built on a coalition of urban progressives, working-class voters in the former industrial heartlands, and middle-class swing voters who were drawn to his moderate but reformist agenda.

With this victory, Starmer entered Downing Street as Prime Minister, ushering in a new era of Labour governance with a focus on economic justice, public service reform, and, crucially, climate action.

<table border="1" cellpadding="10" cellspacing="0">
  <thead>
    <tr>
      <th>Party</th>
      <th>Seats Won</th>
      <th>Vote Share</th>
      <th>Impact</th>
    </tr>
  </thead>
  <tbody>
    <tr>
      <td>Labour Party</td>
      <td>412</td>
      <td>35%</td>
      <td>Keir Starmer's Labour Party achieved a historic landslide victory, marking the second-largest seat gain in Labour's history. This victory is second only to Clement Attlee in 1945 and Tony Blair in 1997. However, Labour's vote share was under 34%, the lowest for a majority-winning party, highlighting the fragmented nature of voter support.</td>
    </tr>
    <tr>
      <td>Conservative Party</td>
      <td>121</td>
      <td>24%</td>
      <td>The Conservatives faced a severe defeat, losing a substantial number of seats compared to their previous majority of 365 seats in 2019. This reflects widespread voter dissatisfaction with their recent governance.</td>
    </tr>
    <tr>
      <td>Liberal Democrats</td>
      <td>72</td>
      <td>12%</td>
      <td>The Liberal Democrats saw a resurgence, significantly increasing their seat count from 11 in 2019 to 72 in 2024, despite a modest increase in vote share.</td>
    </tr>
    <tr>
      <td>Reform UK</td>
      <td>4</td>
      <td>14%</td>
      <td>Reform UK, despite gaining 14% of the vote share, won only 4 seats. Their support was widespread but not concentrated enough to translate into a proportional number of seats.</td>
    </tr>
    <tr>
      <td>Green Party</td>
      <td>4</td>
      <td>7%</td>
      <td>The Greens increased their representation to 4 seats, up from just 1 in the previous election, reflecting growing environmental concerns among voters.</td>
    </tr>
    <tr>
      <td>Scottish National Party (SNP)</td>
      <td>9</td>
      <td>2%</td>
      <td>The SNP experienced a dramatic collapse, losing 38 of their 47 seats, highlighting a significant shift in voter sentiment in Scotland.</td>
    </tr>
    <tr>
      <td>Sinn Fein</td>
      <td>7</td>
      <td>0.7%</td>
      <td>Sinn Fein maintained their presence with 7 seats, continuing their influence in Northern Irish politics.</td>
    </tr>
    <tr>
      <td>Plaid Cymru</td>
      <td>4</td>
      <td>0.7%</td>
      <td>Plaid Cymru secured 4 seats, maintaining their regional influence in Wales.</td>
    </tr>
  </tbody>
</table>


Labour has officially won the 2024 general election after reaching the required 326 seats.
 
Speaking in central London, the next prime minister Keir Starmer says "change begins now".
 
"It feels good, I have to be honest," he tells a cheering crowd.

He adds that the task of a Labour government is "nothing less than renewing the ideas that hold our country together". 

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Labour wins UK general election with Keir Starmer to be next prime minister | BBC News

As Prime Minister, Keir Starmer’s political vision is centered around a commitment to fairness, accountability, and rebuilding public trust in government. His approach is firmly rooted in the belief that a strong, well-managed economy should serve everyone, not just the few, while addressing the deep-rooted inequalities that have impacted the UK in recent years.

Starmer has consistently presented himself as a centrist, pragmatic leader who believes in modernizing public institutions while maintaining a focus on traditional Labour values such as fairness, equality, and social justice. His governing philosophy revolves around balancing fiscal responsibility with ambitious reforms, ensuring that the UK can invest in critical areas like healthcare, education, and infrastructure without compromising the nation’s financial health.

One of Starmer’s primary focuses as Prime Minister has been tackling the ongoing cost-of-living crisis, which has dominated political discourse in the UK for years. His government’s economic policies aim to create a more equitable system, starting with tax reforms that target the wealthiest individuals and large corporations while providing relief for working families. Starmer has made it clear that Labour's approach will be to raise revenues fairly, ensuring that those who can afford to contribute more do so.

In addition to tax reform, Starmer has prioritized boosting the UK’s productivity by supporting small businesses and investing in future-proof industries such as renewable energy and technology. He has also pledged to address wage stagnation and precarious employment by introducing policies that guarantee fair wages and stronger worker protections, a move aimed at reversing the growing inequality in the UK’s labor market.

Starmer’s governance agenda includes a comprehensive overhaul of the UK’s public services, with a specific focus on rebuilding the National Health Service (NHS), which has faced immense pressure in recent years. His government has pledged significant investment to reduce waiting times, increase staffing levels, and modernize healthcare facilities. Starmer has also been vocal about addressing the mental health crisis, promising to make mental health services a key part of the NHS’s future.

Education reform is another cornerstone of his vision, with plans to enhance school funding, reduce classroom sizes, and provide better support for teachers. His government has also committed to making higher education more accessible, although he has refrained from reintroducing Labour's previous pledge to abolish tuition fees, opting instead to focus on improving student support and affordability.

A strong advocate for decentralization, Starmer has championed giving more power to local communities through increased devolution. His plans to enhance local governance include empowering regions to have greater control over their economic development, public services, and infrastructure projects. This decentralization is aimed at addressing the longstanding imbalance between London and other parts of the UK, particularly the North, where Starmer has promised targeted investments to regenerate former industrial areas.

By promoting localized decision-making, Starmer hopes to foster a more inclusive and responsive government that can better meet the needs of communities across the UK. This ties into his broader goal of rebuilding trust in public institutions, which he views as essential to restoring faith in British democracy. 

In this new chapter of Labour governance, Starmer’s leadership reflects a careful blend of bold policy ambitions and measured, responsible governance aimed at uniting a divided country. His political vision, while pragmatic, is underpinned by a commitment to transformative change that addresses the UK's most pressing social and economic challenges. 

Keir Starmer’s Approach to Foreign Policy and Brexit

Keir Starmer’s approach to foreign policy, particularly in the post-Brexit era, is defined by a desire to rebuild and strengthen the UK’s global standing while managing the complexities of its new relationship with the European Union. Throughout his leadership, Starmer has emphasized a balanced approach to international relations, blending pragmatism with a commitment to uphold the UK’s long-standing values, such as human rights and international cooperation.

Brexit and the UK’s Relationship with the EU  

As the leader of the opposition, Starmer was one of the most prominent voices advocating for a soft Brexit, repeatedly pushing for a closer alignment with the European Union than the one pursued by his Conservative predecessors. Now as Prime Minister, he faces the complex task of managing the UK's post-Brexit landscape. Starmer has made clear that, while he respects the outcome of the 2016 referendum, his government will work to repair the fractured relationship with the EU.

Starmer has pledged to seek a stronger trade partnership with the EU, focusing on reducing the barriers to trade that have hurt UK businesses in the wake of Brexit. He has committed to renegotiating aspects of the UK-EU trade agreement to make it easier for British companies to export goods to the continent, as well as improving the UK’s position within sectors like finance and services, where the Brexit deal has led to significant challenges.

However, Starmer has also promised not to revisit the question of rejoining the EU, stating that his focus will be on making Brexit work. His government plans to stabilize the UK’s new role on the world stage by pursuing pragmatic, mutually beneficial agreements with the EU on areas such as trade, security, and environmental standards. Starmer is also intent on strengthening ties with individual EU nations, fostering closer bilateral relationships to enhance cooperation. 

Starmer’s legal background, particularly his work in human rights law, has heavily influenced his stance on international diplomacy. As Prime Minister, he has pledged to put human rights at the center of the UK’s foreign policy, pushing for global cooperation on issues like democracy, the rule of law, and humanitarian intervention.

On the international stage, Starmer has positioned the UK as a leading advocate for human rights, particularly in conflicts and crises where international norms are under threat. He has expressed his intention to work closely with global organizations like the United Nations to address human rights abuses and promote democratic values.

Global Crises and Climate Change Leadership

Starmer’s foreign policy also places a strong emphasis on tackling global crises, with climate change being a top priority. Recognizing the interconnectedness of climate change and international stability, he has reaffirmed the UK’s commitment to meeting its climate goals and taking a leadership role in global climate negotiations.

Under his leadership, the UK is expected to reassert its influence in forums such as the United Nations Climate Change Conference (COP), advocating for stronger international agreements on carbon emissions, renewable energy, and environmental conservation. Starmer has framed climate action not only as an environmental imperative but also as a moral responsibility and an opportunity to forge new international partnerships.

Beyond Europe, Starmer’s government has aimed to strengthen the UK's alliances with key global partners, including the United States, Canada, and Japan. He has emphasized the need for free and fair trade agreements that support UK businesses while protecting workers’ rights and environmental standards.

Starmer has also highlighted the importance of maintaining strong ties with Commonwealth nations and emerging economies. His vision for foreign policy is one that supports global economic stability and fosters sustainable development, with a focus on ethical trade and investment that aligns with Labour’s broader principles of fairness and equality. 

Keir Starmer has made addressing the climate crisis one of the key pillars of his government, positioning Labour as the party committed to a bold and sustainable future. His environmental agenda stands in sharp contrast to his predecessor, Rishi Sunak, whose tenure was marked by several green policy U-turns and a more cautious approach to net-zero targets.

One of the most significant pledges in Starmer’s environmental policy is Labour’s commitment to achieving net-zero carbon emissions by 2050, with an accelerated goal to decarbonize the UK’s energy grid by 2030. This is in stark contrast to Rishi Sunak’s handling of environmental issues, where his government made headlines for delaying the 2030 ban on new petrol and diesel cars to 2035 and scaling back plans for phasing out gas boilers.

These U-turns under Sunak were seen as a step back in the fight against climate change, while Starmer’s approach emphasizes urgency and ambition. For Starmer, reaching net zero is both an environmental and economic opportunity, framing the green transition as a way to create new industries, modernize infrastructure, and provide thousands of green jobs.

At the heart of Starmer’s environmental plan is his flagship policy of establishing Great British Energy, a state-owned energy company. This initiative will drive investment into renewable energy projects, reversing the UK's reliance on fossil fuels and promoting clean energy sources such as offshore wind, solar, and hydrogen power.

This stands in direct opposition to Sunak’s backing of new North Sea oil and gas licenses, which faced heavy criticism from environmental groups. Starmer has committed to halting new oil and gas exploration, although he has acknowledged that existing licenses, such as those issued during Sunak’s term, will be honored. The creation of a public energy company represents Starmer’s vision of a UK that is both energy-independent and climate-resilient, moving away from fossil fuel dependency.

Under Starmer, the UK will see a rapid expansion of renewable energy. His government aims to generate 55GW of offshore wind by 2030 and 35GW of onshore wind, reversing the restrictions that limited onshore wind projects during Sunak’s government. Labour’s focus on renewable energy goes beyond wind: solar energy is set to play a major role, with Starmer targeting 50GW of solar power by the end of the decade.

In contrast, Sunak’s government often faced criticism for not going far enough. His decisions to delay key climate policies were seen as cautious, with Sunak emphasizing energy security and economic stability over rapid decarbonization. Starmer, on the other hand, is positioning renewable energy as a catalyst for economic growth and job creation, particularly in regions that were left behind by previous industrial declines.

Starmer has pledged to double the funding for home insulation and energy efficiency schemes, addressing one of the most persistent challenges in the UK’s climate agenda. By investing in retrofitting homes and improving insulation, Labour aims to cut household energy bills and reduce the nation’s carbon footprint - issues that were not fully addressed under Sunak’s government.

While Sunak’s administration did maintain some support for energy efficiency projects, his overall approach was seen as piecemeal, with significant gaps in addressing long-term sustainability in housing. Starmer’s government promises a more comprehensive solution, aiming to bring millions of homes up to higher energy standards.

Starmer has framed the green revolution not only as a response to climate change but also as a key driver of economic growth. His plans to create green jobs are central to his vision, particularly in underdeveloped regions that have suffered from deindustrialization. By investing in renewable energy sectors, Starmer aims to transform these regions into hubs of innovation and clean energy production.

This differs sharply from Sunak’s tenure, where the expansion of oil and gas licenses and support for fossil fuel industries faced backlash from climate advocates. Starmer’s emphasis on green jobs and reskilling workers from high-carbon sectors presents a proactive, forward-thinking approach to addressing both environmental and economic challenges.

Starmer has also committed to re-establishing the UK as a leader in global climate negotiations, a role that was diminished during Sunak’s term. While Sunak initially wavered on attending global climate summits, Starmer has pledged that the UK will take a central role in upcoming international discussions on climate action.  

Sir Keir Starmer says he's confident that household energy bills will come down, although he admitted it would "take time" - as he gave more details of the Government's new publicly owned Great British Energy firm. 

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Sir Keir set out plans to roll out new offshore wind farm developments on seabed owned by the Royal family, in partnership with the Crown Estate. 
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What is the UK's new publicly owned Great British Energy firm?

Keir Starmer’s early days as Prime Minister have not been without their difficulties. As his government embarks on a transformative agenda, it faces numerous challenges, from managing the economic fallout of Brexit to fulfilling ambitious promises on public services and the environment.

One of the major tasks facing Starmer's government is addressing the lingering effects of Brexit. While the UK’s departure from the European Union has reshaped its relationship with Europe and the global economy, challenges remain. Starmer, who campaigned for a closer relationship with the EU without rejoining, has the delicate job of navigating trade agreements and restoring investor confidence, particularly in industries that were disrupted by Brexit.

His government will need to strengthen ties with the EU while also managing the expectations of both the pro- and anti-Brexit factions within the UK. Starmer has indicated that he will seek closer cooperation on trade, research, and security, but without revisiting the divisive issue of EU membership - a balancing act that could prove tricky as his term progresses.

Economic Challenges and the Cost-of-Living Crisis

At the forefront of Starmer’s government priorities is addressing the UK’s economic challenges. The cost-of-living crisis has intensified, with inflation, high energy costs, and housing shortages affecting millions. Starmer’s plan to tackle this includes raising wages, reforming the tax system to ensure the wealthiest pay their fair share, and introducing measures to make housing more affordable.

However, implementing these policies will not be easy. With global economic conditions still fragile and the UK recovering from years of political uncertainty, Starmer’s government must manage the balancing act of stimulating growth while keeping public debt under control. Additionally, the task of modernizing the UK’s infrastructure, such as through green energy initiatives, will require considerable financial outlay and political capital.

Starmer has made it clear that rebuilding the NHS is one of his key priorities. After years of funding cuts and increased strain due to the COVID-19 pandemic, the health service faces immense challenges. Starmer’s government plans to increase funding, reduce waiting times, and improve working conditions for NHS staff. He has also promised to invest in mental health services and prioritize preventive healthcare.

Education reform is another crucial part of Starmer’s vision for the UK. His government plans to address disparities in school funding, increase teacher pay, and invest in early childhood education. Additionally, he has pledged to make higher education more accessible, particularly for students from disadvantaged backgrounds, by reforming the student loan system and increasing funding for vocational training.

Both of these reforms, however, come with significant challenges. Starmer’s government will need to find the resources to deliver on these promises while ensuring that reforms don’t get bogged down by bureaucratic hurdles or political opposition.

While Starmer’s environmental policies have been praised for their ambition, they also present one of the biggest challenges for his government. Implementing Labour’s green agenda - from achieving net zero to establishing Great British Energy and transitioning away from fossil fuels - requires significant public investment and careful management of industries reliant on carbon-based energy sources. 

One of the key hurdles will be ensuring that the shift to green energy doesn’t result in mass job losses, particularly in regions that have historically depended on industries like oil, gas, and coal. Starmer’s government is committed to creating green jobs, but retraining and relocating workers will be a significant challenge.

Additionally, the cost of rolling out green initiatives such as home insulation and renewable energy infrastructure may put pressure on public finances. Starmer will need to convince both the public and business sectors that the long-term benefits of these investments outweigh the short-term financial challenges.

Starmer’s Labour Party is a broad coalition that includes members from the center-right and the far left, and keeping these factions united has been one of his major challenges since becoming party leader. While his efforts to modernize the party and move it to the center have been successful in broadening Labour’s appeal, he still faces pressure from the left to deliver on more radical policies, particularly around nationalization and taxation.

Managing these internal divisions while maintaining a strong and cohesive government will be crucial for Starmer as he moves forward. His ability to keep the Labour Party united around a shared vision will play a significant role in determining the success of his government in the long term.

Keir Starmer’s victory in the 2024 election brought with it high expectations from voters who were eager for change after years of Conservative rule. However, delivering on the broad array of promises his government has made - from economic reform to green energy, to rebuilding public services - will be no small feat.

Public patience may wane if tangible progress isn’t seen quickly, and Starmer’s ability to manage both short-term concerns like the cost-of-living crisis and long-term goals like climate change will be key to maintaining the trust of the electorate. Ensuring that his government delivers on its promises without overextending itself will be one of Starmer’s greatest tests as Prime Minister. 

As Keir Starmer embarks on his tenure as Prime Minister, his focus will be on fulfilling the ambitious promises that won him the election. From rebuilding public trust in institutions to advancing economic growth through green investment, Starmer’s vision is one of inclusivity, fairness, and sustainability. His government’s central goal is to create a more equal society by addressing wealth disparity, improving public services, and fostering job creation in emerging industries.  

Starmer’s leadership will be defined by his ability to navigate the complex challenges the UK faces, from the climate crisis to global diplomatic relations. As he works to establish Britain as a leader in clean energy and social justice, the coming years will be critical in shaping both his legacy and the future direction of the country.

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Discover why the flight shaming urges reducing air travel due to its environmental impact.

What is flight shaming ?

Did you know that flight shaming came from Sweden? Flight shaming, or "flygskam,” became popular in 2018. The concept is simple: flight shaming encourages us to avoid flying due to its severe environmental impact. This has become a significant environmental movement poised to reduce the carbon footprint of air travel. Spearheaded by prominent activists like Greta Thunberg, the flight shaming movement has encouraged many to reconsider their flying habits even if they don’t ditch air travel altogether.
👉 In this article, we’ll define flight shaming, discuss how it impacts our behavior and thus the environment, examine actions airlines can take, and the new technologies making stepping up to the plate for a greener future.

Flight shaming emerged around 2018, largely due to Greta Thunberg’s activism. Her decision to sail across the Atlantic Ocean to attend the United Nations Climate Action Summit, rather than flying, was a stark illustration of the significant carbon emissions associated with air travel. Thunberg, then 16, delivered a speech drawing attention to the fact that climate change had hit a critical point. Her speech, combined with her sea voyage, attracted global attention. Disrupting our automatic reliance on air travel, Thunberg demonstrated an alternative option while making an unforgettable statement to global policy makers.

👉 What is flight shaming? Flight shaming is a practice of highlighting the environmental impact of air travel. It began in Sweden in 2018, and garnered global attention in 2019 following Greta Thunberg’s sea voyage to the United Nations Climate Action Summit.

Flight shaming encourages behavioral changes 

Flight shaming has played a crucial role in raising awareness about the environmental impact of air travel. In turn, increased awareness has led to a noticeable change in some individuals' travel habits. In Europe, this awareness has led to a phenomenon known as "train bragging," where individuals take pride in choosing trains over planes for their travel needs. Significantly, flight shaming does seem to work.

 A study conducted in Sweden revealed that 23% of respondents had reduced their air travel due to the influence of flight shaming, opting instead for more sustainable alternatives like trains or buses. While skipping flights isn’t always possible, raising awareness can encourage consumers to make a more eco-friendly choice. This shift is particularly significant in regions with well-developed public transportation and train networks that serve as a ready-made alternative to short-haul flights. 

As it influences consumer behavior, flight shaming plays a key role by driving demand for more sustainable travel options. By choosing airlines that prioritize environmental sustainability, supporting policies that promote green aviation, and opting for alternative modes of transportation when feasible, we can put pressure on stakeholders to take action to reduce emissions. 
Flight shaming has also led to concrete policy changes. Some governments have introduced measures to reduce short-haul flights that can be easily replaced by train travel. For example, France has implemented a ban on domestic flights on routes where a train journey of 2.5 hours or less is available. While connecting flights are unaffected, this measure helps to curb the aviation industry’s impact on the environment.

👉 Flight shaming can encourage different consumer behaviors, with individuals choosing ground transportation like trains and buses over short haul flights. Policymakers are taking notice, notably France—which banned domestic flights where train journeys of 2.5 hours or less are available.

How does air travel impact the environment? 

The aviation industry is responsible for about 2.8% of global CO2 emissions. In 2019, the industry shouldered 1.04 billion tonnes of a total 37.08 billion tonnes of global emissions. Beyond CO2 emissions, flights also contribute to climate change through other greenhouse gases and releasing water vapor at high altitudes. As air travel demand continues to increase, so does its impact on the environment. Flight shaming hopes to convince individuals to opt for more sustainable transport whenever possible, as this is considered one of the most difficult sectors to decarbonize. Aviation relies heavily on fossil fuels, and unless engineers, private sector stakeholders, and global governments invest in new technology, this is likely to continue. The industry is attempting to rise to the challenge, however, aiming to achieve net-zero emissions by 2050 through enhancing fuel efficiency, developing new sustainable fuels, and significantly investing in electric and hydrogen-powered aircraft solutions. 

Technology can take flight shaming to the next level

New technology can actually make flying less of a burden on our planet. The trick is that private and public sector stakeholders have to work together to invest in new ways of thinking about air travel. Innovations in aircraft designs, such as the development of more fuel-efficient engines and lighter materials, can contribute to lower emissions. The Flying-V aircraft, for example, is an innovative design that integrates the passenger cabin, cargo hold, and fuel tanks into the wings, resulting in a more aerodynamic and fuel-efficient aircraft. 

Electric and hybrid-electric aircraft are also being explored as potential solutions for reducing aviation emissions. While the idea of your flight running out of battery is enough to send shivers running down your spine, these planes actually use electric propulsion systems, which can significantly reduce or eliminate carbon emissions during flight. While still in the experimental stages, electric aviation has the potential to revolutionize the industry by providing a zero-emission alternative for short-haul flights. 

👉 New technology like the Flying V aircraft and hybrid-electric aircraft models can be eco-friendly options that airlines can invest in to make the aviation industry more sustainable.

Air travel plays a critical role in facilitating global connectivity, trade, and tourism. A significant reduction in air travel could lead to economic downturns, particularly in sectors and regions heavily reliant on tourism and international business. For remote areas and countries with limited alternative transportation options, air travel is often the only viable means of connectivity. Additionally, flights can be vital in emergency situations, such as medical evacuations. Rather than demonize the aviation industry as a whole, companies can work together with environmentalists, scientists, and policy makers to invest in new, greener technologies. 

For example, KLM has been investing in sustainable aviation fuels and exploring new aircraft designs such as the Flying-V, which aims to reduce fuel consumption by up to 20%. These initiatives reflect a growing recognition within the aviation industry of the need to address its environmental footprint. Implementing procedures to conserve fuel by optimizing flight routes, improving air traffic management, and reducing aircraft weight can make a huge difference. Similarly, offsetting carbon emissions through reforestation projects or investing in renewable energy can also help balance the environmental impact of air travel.

👉 Sometimes flying is necessary. Instead of demonizing airlines, we can all work together to create optimized flight paths, sustainable aviation fuels, and reducing aircraft weight to lessen the burden on the environment.

Despite its success in shaping consumer behavior, flight shaming does have its limits. Without collaboration from policy makers and private sector stakeholders in the aviation industry, flight shaming can only go so far. Critics argue that the movement places too much of a burden on consumers when activists should be putting pressure on governments and airlines instead. Additionally, flight shaming can lead to resistance or backlash when consumers feel judged. Flight shaming can have the opposite effect, leading to individuals resisting change in the face of criticism. 

Governments can play a crucial role in reducing aviation emissions by implementing regulatory measures that promote sustainability. Carbon pricing, for example, can incentivize airlines to adopt cleaner technologies and improve fuel efficiency. By assigning a cost to carbon emissions, carbon pricing encourages the aviation industry to reduce their carbon footprint and actually begin investing in sustainable alternatives. Additionally, stricter emissions standards for aircraft and incentives for airlines to use sustainable aviation fuels can help reduce the environmental impact of air travel. Sustainable aviation fuels, derived from renewable resources, have the potential to significantly lower carbon emissions compared to traditional jet fuels. Supporting the development and adoption of these new fuels through subsidies, grants, and research funding can accelerate the transition to greener aviation. These kinds of changes will have more of an impact than pressuring your neighbor not to fly to their next vacation! 

👉 Flight shaming can only go so far. Rather than place the blame on individuals, we should put pressure on the aviation industry to make these wide-scale changes for a greener future. Instituting carbon pricing and investing in sustainable aviation fuels can help.

Flight shaming highlights the importance of consumer behavior, encouraging everyone to think smarter for a greener tomorrow. While there are limits to what flight shaming alone can do for the environment, thinking about ways to make a more ecological choice on an individual scale can add up to a huge collective impact. 

At Greenly, we leverage these kinds of small shifts for a huge impact. We work with you to identify and lower your carbon footprint. Combining human analysis and innovative technology, Greenly creates personalized carbon accounting that is accessible to a wide range of companies no matter their size. Request a free demo with a member of our expert team to learn more about how to get started on your journey to help fight climate change. 

In this article, we’ll explain what endangered species are, why emperor penguins are endangered, and what you can do to help this vulnerable population of penguins.

Are Emperor Penguins Endangered?

Around the world, beautiful animals are growing vulnerable to extinction – such as gorillas, turtles, orangutans, rhinoceroses, and even the infamous bald eagle having faced extinction before.

In fact, several of these animals are becoming susceptible to extinction as a result of climate change. Now, endangered penguins are being added onto that list – with their population expected to decrease by 26% by 2050.        

An endangered animal refers to a species that is at risk of extinction across either some or all of its current population.


💡 Species often become endangered as a result of multiple undesirable conditions, such as facing air pollution, compromised habitats, excessive hunting, or climate change itself.

The main difference between an endangered species and threatened species is that the latter refers to species that may face extinction in the near future, whereas endangered species are already facing extinction in the present moment.

You can probably name quite a few endangered species - polar bear, blue whale and black rhino are just a few. But there are many more that don’t get so much attention - there are currently around sixteen and a half thousand animals and plants that are endangered.

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Some examples of endangered animals include:

According to the International Union for Conservation of Nature (IUCN), there are four categories in which species can be classified:

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        <tr>
            <th>Category</th>
            <th>Description</th>
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            <td>Least Concern (LC)</td>
            <td>This refers to species that do not currently pose any risk of extinction.</td>
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            <td>Vulnerable (VU)</td>
            <td>This refers to species that have yet to be classified as endangered, but are on the cusp of facing extinction.</td>
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            <td>Endangered (EN)</td>
            <td>This refers to animals that are currently facing a high risk of extinction.</td>
        </tr>
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            <td>Critically Endangered (CR)</td>
            <td>This refers to animals who are the most vulnerable to the threat of extinction.</td>
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👉 Endangered species are supported with habitat restoration, specialized protection programs, environmental legislation, and breeding programs to help keep reproduction rates at sufficient levels in order to avoid extinction altogether.

Emperor penguins are important as they serve as a key indicator for climate change and ocean patterns.

💡 Regardless of the debate on are emperor penguins endangered, if they were to become extinct – scientist and researchers alike would lose a pivotal resource.

“Emperor penguins have the ability to provide indispensable information on one of the most remote regions in the world currently suffering from the effects of global warming – Antarctica.”

In addition to this, emperor penguins are often referred to as an iconic part of Antarctica – not only helping to provide for a fun travel experience and photo opportunity, but for their vital role in supporting this desolate and now struggling continent. 

Here are some of the reasons why emperor penguins are important to Antarctica and the world:


Ecosystem Support – Emperor penguins play a crucial role in helping to support local ecosystems as they eat seafood, but also spend most of their time out of the water – which helps to fertilize the surrounding landscape with nitrogen, phosphorus, and organic carbon.

Antarctic Food Chain – If emperor penguins were to go extinct, it would disrupt the entire Arctic food chain. This is because emperor penguins eat small marine animals such as squid and small fish, and also serve as a food source for predators such as seals and sharks.

Tourism – Although only around 105,000 tourists visited Antarctica during the 2022-2023 season, emperor penguins have played a role in attracting tourists to the most isolated continent in the world. In other words, if emperor penguins are to go extinct – it may deter tourists from visiting and reduce the amount of money being pumped into Antarctica to allow for future scientific research to take place on the continent itself. 

Indicator of Climate Change – Emperor penguins serve as a key indicator regarding how rising global temperatures impact animals that require cooler temperatures to thrive. This is because emperor penguins remain extremely vulnerable to warmer climates, meaning that a change in their behavior or population can help to illustrate just how catastrophic the current effects of climate change are to Arctic animals.

👉 Essentially, if emperor penguins were to go extinct – it would create a ripple effect of consequences for the entire ecosystem in Antarctica and even put the future of the continent’s scientific research at risk.

As of 2024, emperor penguins are not considered endangered – but the future of their population is at great risk.

💡 According to the IUCN’s “Red List” of threatened species, emperor penguins are considered “Near Threatened” by extinction – meaning they are on the cusp of being considered an endangered species.
Emperor penguins received protection rights under the Endangered Species Act in 2022 as a result of climate change threatening the sea-ice habitat that emperor penguins need to survive.

“Climate change is having a profound impact on species around the world and addressing it is a priority for the Administration. The listing of the emperor penguin serves as an alarm bell but also a call to action.” – Martha Williams, Director of the United States Fish and Wildlife Service. 

Reduction in sea ice in Antarctica has resulted in the deaths of an estimated 10,000 emperor penguin chicks.

In 2022, satellites recorded a colony of emperor penguins disappearing into the Bellingshausen Sea as the ice they were living on melted away. 

The chicks had not fully developed waterproof feathers and they most likely froze to death.

Emperors rely on sea-ice to breed and as the world warms due to climate change - they are increasingly vulnerable.

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Thousands of emperor penguins killed in the Antarctic - BBC News

While emperor penguins have yet to officially be considered an endangered species, they are not far from it – seeing as global temperatures continue to rise, which create inhabitable living conditions for the infamous penguins. 

Here are some additional reasons why emperor penguins are considered threatened and not endangered:

The population of emperor penguins appears to be relatively stable

There are still 61 breeding colonies along the coast of Antarctica

The Endangered Species Act (ESA) has determined that there is still time to help emperor penguins prevent reaching endangered levels

👉 Although emperor penguins aren’t officially considered endangered, if we do not tackle climate change in a timely manner – these infamous penguins from Antarctica will soon battle extinction.

Are emperor penguins endangered or threatened because of climate change?

The main reason why emperor penguins are considered threatened is due to rising global temperatures. 

Emperor penguins thrive in cool climates, and are adverse to warmer temperatures – meaning that the 3°C (5.4°F) warming that has occurred in Antarctica since 1950 doesn’t help to prevent emperor penguins from reaching endangered species status.

💡 Remember, emperor penguins are not the first species to face extinction due to warming temperatures – as polar bears became the first or in part, by climate change, with polar bears being the first species to be listed under the Endangered Species Act as a result of global warming.

Antarctica has been suffering from a warming climate since industrialization took off, with parts of the Antarctic Peninsula already having lost more than 60% of its sea ice over the course of 30 years. 

As a result, an entire colony of emperor penguins has virtually disappeared – with studies now showing that by 2100, emperor penguins could be quasi-extinct as a result of melted sea ice.

Therefore, the main threat to emperor penguins is the loss of their sea ice habitat, as it’s required for:

Breeding – These penguins need cool conditions for breeding grounds, and if temperatures continue to skyrocket – it will become more difficult for them to mate and maintain their population.

Feeding – Emperor penguins rely on marine ecosystems for food, but if temperatures continue to rise – these food sources themselves could go extinct and put emperor penguins at further risk of extinction.

Shedding – Also referred to as molting, emperor penguins need cool temperatures to properly shed their skin twice a year.

Ultimately, if global temperatures continue to rise, it is probable that emperor penguin populations significantly reduce and eventually reach endangered status – especially if stronger efforts to reduce climate change are not taken in the near future.

👉 While it’s true that many animals face extinction as a result of numerous factors, it is important to note that the conditions caused by climate change can impact additional undesirable circumstances to promote population growth – such as by perpetuating poor living conditions for animals or leaving them more vulnerable to overhunting.

Luckily, there are still many things we can do to protect emperor penguins from reaching endangered status.

There have been several species that have been able to escape extinction before even in grave circumstances, such as the bald eagle – meaning it’s more than possible to save emperor penguins, too.

In 1973, there were only an estimated 417 known nesting pairs for bald eagles – but now, the birds are easily found in Alaska and elsewhere across the United States, with over 300,000 bald eagles in existence today.

Bald eagles escaped extinction as a result of 15 states in the U.S. working together to help restore their nests and create more effective nesting for the population to recover. This goes to show that we can do the same for emperor penguins, especially as their population count hasn’t even begun to dip as low as bald eagles did in their endangered period. 

Here are some ways that we can work together to save emperor penguins:

Pass New Climate Legislation – Studies show that threatened species such as emperor penguins can greatly benefit from improving climate legislation to help fight poor air pollution and rising global temperatures which put their current living conditions at risk.

Paris Agreement – This infamous international treaty can help to globally reduce greenhouse gas (GHG) emissions, which can help to stabilize the climate and keep the world cool enough for emperor penguins to stick around. 

Prevent Overfishing – Emperor penguins rely on krill and fish for food, meaning that if we work to limit overfishing – we can ensure that emperor penguins have the food supply they need to keep their population thriving. 

Raise Awareness – It’s easy to forget about emperor penguins as they’re so far away from the rest of the world, but raising awareness via social media, community events, or NGOs such as World Wildlife Fund (WWF) or the Antarctic and Southern Ocean Coalition (ASOC) can help to raise the funds and awareness needed to save penguins.

Overall, emperor penguins aren’t endangered yet – but they could be soon if we keep up with the excessive consumption, travel, and other human activities subject to superfluous emissions that pollute the planet.

If reading this article regarding emperor penguins that are endangered has made you interested in reducing your carbon emissions to further fight against climate change – Greenly can help you!

It can be overwhelming to figure out how to effectively reduce your corporate carbon emissions, but don’t worry – Greenly is here to help. Click here to schedule a demo to see how Greenly can help you find ways to ensure your company is complying with all current and future environmental regulations. 

Greenly can help you make an environmental change for the better, starting with a carbon footprint assessment to know how much carbon emissions your company produces.

After seeking opportunities to put her various creative passions to good use, she joined Greenly in mid 2022 as SEO copywriter for the U.S. blog to provide her American perspective on the climate change issues we face today.

Stephanie Safdie - Greenly

Stephanie Safdie holds a bachelor's degree in English Language & Literature from the University of Maryland College Park, where she specialized in multimedia studies and media literacy to write engaging content made for the internet. She previously worked as a social media content video creator, freelance copywriter, and continues to write SEO generated content for her travel website. After seeking opportunities to put her various creative passions to good use, she joined Greenly in mid 2022 as SEO copywriter for the U.S. blog to provide her American perspective on the climate change issues we face today. Her work at Greenly covers a wide variety of topics, such as the impact of popular culture events on the environment, offering unique ideas for sustainable development, and breaking down new climate legislation in simple terms. As Stephanie is passionate about linking the bridge between the everyday activities we love to do (such as travel, concerts, fashion, food, etc.) and the effect it has on the environment, she is pursuing further training for more in-depth journalistic endeavors on the environment in the future.

Copywriter specializing in environmental thematics

Ines Gendre is a copywriter specializing in environmental issues. She joined Greenly's team in 2022.

Ines Gendre

Ines Gendre holds a master’s degree in marketing and began her career in the fast-moving consumer goods (FMCG) industry. After retraining, she joined Greenly in 2022 as a copywriter specializing in environmental issues. Ines brings her expertise to companies and individuals seeking to understand the challenges of climate change, the green transition, and their impact on society and the economy. Trained in key tools for developing climate strategies - such as Carbon Assessments, Life Cycle Analysis (LCA), and carbon offsetting - she will begin studying political science at Oxford University in England in January 2025.

Kara joined the team at Greenly in 2023 as SEO copywriter for the UK market.

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Kara Anderson holds an undergraduate law degree and a master’s degree in international law from the University of Glasgow and the University of Aberdeen, specializing in human rights and EU law, where she developed strong research and writing skills. After working at Ernst & Young as part of their audit graduate scheme and gaining experience in analytics, she transitioned to advertising, working with major global brands like American Express and Dove.
In 2023, Kara joined Greenly as a writer, focusing on sustainability and climate-related topics for the UK market. Her work spans a wide range of environmental issues, including climate science, sustainable development, and climate policy. Collaborating with climate scientists, Kara has produced data-driven investigations into key climate challenges. With a passion for international politics, sustainable development, and climate change science, she continues to build her expertise in the field and is currently pursuing further training in journalism.

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Matthieu Vegreville

Matthieu is a 28 year-old graduate engineer from Ecole Polytechnique and Télecom Paris, with a background in data science at Withings. While there, he worked on watch activity detection algorithms, and developed a health study activity so that connected objects could be used to better monitor certain pathologies. He has long been involved in data science projects with his brother, who has the same training. Faced with the urgency of the climate crisis, he decided to put his know-how at the service of the environment. 

Arnaud Delubac

Arnaud, 26 years old, trained as a designer and in digital communication at INSEEC before joining the Master Entrepreunariat at ESSEC-CentraleSupélec. Passionate about social media since his teenage years, he has created some of the biggest Twitter communities in France before joining the digital communication team of the Prime Minister’s office in Matignon. It was at the Secretaries of State for Digital, Mounir Mahjoubi and Cédric O, where Arnaud directly managed the team, that he developed a strong conviction for the need to use technology to bring awareness to the greatest causes of our time.

Alexis Normand

Alexis is a 37 year-old graduate of HEC and Sciences-Po. After his studies, he spent 2 years working in public policy consulting. He then spent 6 years at Withings, a leading company in connected objects. While there, he continued the companies operations in Boston, USA, and created the company’s health department. After the company was bought by Nokia, he joined the startup Embleema by working through Techstars, one of the best startup incubators in the United States, where he developed a taste for entrepreneurship. His return to France was an opportunity to put all his experience at the service of the environment, during a crucial moment in the climate crisis.

Justine Dumont

Justine a toujours été passionnée de lecture et d’écriture. En 2019, elle parvient justement à faire de sa passion son métier, en devenant rédactrice web indépendante. Motivée par ses engagements écologiques, elle rejoint l’équipe de Greenly en 2022 afin de mettre ses compétences au service de la cause environnementale. 

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