Despite promising signs, 2020 did not usher in the era of mainstream sustainability as expected.
2020 was heralded as the year when sustainability would finally go mainstream. The beginning of a new decade, paired with global movements like Greta Thunberg’s climate activism, Extinction Rebellion protests, and David Attenborough’s increasingly emotional appeals, created a sense of momentum. With movements such as flygskam (flight shame) gaining traction, it seemed that sustainability was on the brink of becoming ubiquitous, especially in industries like travel. The symmetry of the year—two twenties walking into the future together—felt like a sign of change.
However, while 2020 indeed brought heightened awareness of environmental issues, the disruptions caused by the COVID-19 pandemic delayed many of the hoped-for shifts. The global health crisis overshadowed environmental concerns, causing a delay in the mainstream adoption of sustainable practices in several sectors.