How Qantas is fighting the rise of âflight-shamingâ Save Share Qantas will offset all carbon emissions on its ambitious âProject Sunriseâ flights from Australiaâs east coast to New York and London to fight the rise of âflight-shamingâ, which chief executive Alan Joyce says had stopped Europeans from travelling to Australia with concerns over their personal carbon footprint. âIf you have people like backpackers â theyâre picking fruit and helping us â and tourists say âAustralia is too far away: thereâs too many carbon emissions; Iâm not going to make the tripâ, then that is terrible.â Janie Barrett Sometimes referred to in Swedish as âflygskamâ, the movement gained momentum across 2018 and 2019 partly thanks to teenage climate activist Greta Thunberg.