Hearts & Minds: How jet setting climate leaders should handle the flak

Prince Harry is under attack for flying to China to deliver a speech on climate change. It is not the first time. Nor is he alone. The prince is one of a long list of celebrities, politicians and CEOs who in the eyes of some in the media lecture on one thing and in their lives do the opposite.

Neither is Harry anywhere near the most egregious example. One renowned green promoter logged 435,342 miles across 273 flights in 2024, consuming 478,920 gallons of fuel and producing 4,787 tonnes of CO2 emissions. In the same year, a ‘climate-friendly’ renewable energy enthusiast clocked up 320 flights, covering 461,191 miles using 528,340 gallons of fuel and emitting 5,279 tonnes of CO2.

In corporate comms much is made of the good deeds a company does. Today, it is expected and is often a key reason that consumers and stakeholders buy into the brand. Unfortunately, that work can be undermined by the CEO using the corporate jet to commute from their home to the office, as one did.

It may be weakened but it is not fatal. The critics may go into overdrive but overall, people get what the firm or individual stands for. They understand that these ‘boundedly rational’ individuals have made a deliberate decision; to save time, to do their jobs more efficiently, to present in person as in Harry’s case rather than remotely because he believes the former rightly to carry more impact.

Of course, there will be a reaction to being told to do something by someone who is then not leading by example. Where possible, they should keep the ‘transgressions’ to a minimum, offset in some way and explain why it makes sense.

While their personal reputation may be tarnished it won’t prove to be decisive, and it will not detract from the message. The critics will jump in, that is to be expected. But air travel is part and parcel of modern living. It’s also an industry that takes seriously the harm it causes and does its best to counter that.

View it as predictable irritation. Most people are understanding and are able to relate it to their own lives. They may recycle and use carbon-friendly products and drive electric, but they still fly to go on holiday. Travelling to China from California by ship may be an option but nobody in their right mind would seriously expect Harry to do that.

Chris Blackhurst is one of the UK’s foremost business journalists. He was previously Editor of The Independent and City Editor of the Evening Standard.