The aim of this study is to analyse the emerging discourse of ‘flight shaming’ in the climate change debate in Sweden. A discourse analysis was applied to a selection of translated printed newspaper articles from a variety of Swedish media outlets. The study found that the debate is centred around key themes or elements that help define the discourse on ‘flight shaming’. These were identified as; the ‘Greta-effect’ provoking fear in relation to climate change, the negative delivery of the climate change crisis, complexity attached to shame, metaphoric use of urgency attached to climate issues, passive phrases used to address the social norm of flying, and rhetorical devices of science communication to enhance the validity of the claims within the social context. The characteristic elements alongside the discourse’s identified contributions to the climate change debate in Sweden were also detected as; the bottom-up approach through the use of a social movement, shaming Greta through the use of language surrounding her name, the aviation industry’s effects creating change, the government’s effects triggering political reaction and the metaphors conveying urgency regarding climate change. The implications of this study can contribute to the way in which trending social climate movements can be portrayed by the media and received by the individual consumer, in working towards consideration of actions which can lead to more sustainable ways and results of domestic and international travelling.