In case you missed it, a coalition of industry heavyweights has pledged to reach net-zero carbon emissions by 2050. A very welcome move.
 
Yet, in almost the same breath, they advocated a 70% growth in flights, also by 2050. Achieving both would be quite the feat. And if it sounds too good to be true, it probably is – which is, I fear, certainly the case here.
 
I will readily embrace genuine progress and I am pleased to see the nod towards cleaner technologies. But these figures are not consistent with the necessary measures we need to avoid uncontrollable climate heating.
 
This pledge is a mask for unlimited growth and soaring emissions – with the aid of a giant carbon offset crutch. It ignores the roadmap to real reduction and the urgency of the challenge we face. We can’t offset our way out of a climate crisis we contribute to. It would be much cheaper and far more convenient, but that won’t cut it.
 
To stay below 1.5 degrees, the Intergovernmental Panel on Climate Change (IPCC) tells us we need to collectively see a 55% reduction in emissions on 2017 figures by 2030. To achieve that, we have to put less carbon into the atmosphere. Not half-heartedly attempt to suck some back out after the fact.  

Offsets embolden growth we can’t afford, and they’re largely ineffective – but it’s more than that.  
 
I’m often asked – very reasonably – “surely they’re better than nothing?” But no; not under that moniker, and only in addition to – not instead of – reducing the carbon we emit in the first place by a significant degree.
 
Here’s why: Not only do our emissions accumulate in the atmosphere over decades, hundreds, thousands of years – they begin heating immediately. Offsets don’t cancel it out; they’re simply too little, and too far overdue. 
 
Until we have viable cleaner aviation technologies in commercial use, any plan to expand the sector is fundamentally incompatible with global carbon reduction targets.
 
Reduction is the only option. We have to curb aviation demand, apply the “polluter pays” principle and invest seriously in research and development for lower carbon transport.
 
But there are ways and means to do that, and managing demand is absolutely key.
 
Aviation fuel is still exempt from tax and VAT. These tax breaks, which amount to billions, keep the cost of flying artificially low. Their revenue could be channelled into urgent research and development into cleaner aviation technology.

We’ve also been pressing for a Green Flying Duty – our term for an increased and reformed Air Passenger Duty but, crucially, with revenue also ring-fenced.

This should include a higher rate for domestic flights and for business and first class, to account for their weightier and more polluting load. It’ll reduce demand, increase investment in necessary technologies and it is quick to apply. 
 
Enough of the smoke and mirrors. Genuine progress demands bolder government leadership and measureable accountability.
 
So let’s include aviation and shipping in the government level net-zero 2050 plans and start really incentivising those paving the way to actual lower carbon aviation.

Justin Francis (@justinmfrancis) is co-founder and chief executive of Responsible Travel.