Once a fan of low-cost airlines, Swedish Maja Rosén gave up flying for the sake of the climate over a decade ago. She co-founded the organization We Stay on the Ground and the campaigns Flight Free 2019 and Flight Free 2020, which have spread across the globe.

Maja has found that most people would be willing to do what it takes to solve the climate emergency if they realized the stakes and importance of their actions. She wrote the guide We Need to Talk about Aviation to encourage more people to talk about this important issue. Her TEDx talk We need to stay on the ground explains why giving up flying is one of the most important things you can do to save the climate.