People need to rank their daily activities and make changes in their daily lives where the impact is biggest.
Most people fly once a year at most.
In the US I'm thinking that daily transportation and daily use of energy in electricity/heating/air con are at the top of the list.
IIRC (from https://www.withouthotair.com/ ) one round trip over Atlantic is around the same carbon emmissions as a daily commute with the car. So things are not that simple.
That's why I also think it needs to be cultural norm. There is small minority of people who air travel a lot. If we could somehow manage to change the norm so they would travel less (for example, stayed much longer in the same place), it would be great.
My point remains: Air travel is not at the top of the list for the majority of people so let's not always mention it as an important action.
It would probably be more productive to tell people to drop all fossil fuels energy at home, and for their car if they can.
Almost nothing is at the top of the list. As I mentioned there are not low hanging fruits. Everything is important. Also, not flying might be exactly something doing on individual level, while "drop all fossil fuels energy at home" requires infrastructure change. Also not-flying is a more publicly visible action which might inspire others to follow.
There are real, important things at the top of the list.
Changing electricity supplier, driving less, buying the most efficient car possible or an electric one (if you can charge it with non-fossil fuel sources), etc. should occupy the headlines more that "air travel is bad (TM)"
I disagree. It is important to realize its impact, so that we can organize the society so that it is not needed. The people who don't travel often still need to hold the minority accountable.
If the airline industry continues growing at current rates by 2050 it will consume the whole CO2 budget if we want to stay below 2°C.
In reality we now need to change everything and pretty quickly.
As I said, people tend to overstate the actual impact of aviation.
There are much higher priority things to do.