Skip to content

A Menu for Change

Using behavioural science to promote sustainable diets around the world

  • Report
  • 29th Jan 2020

Key findings

  • 📣 Out today 📣 - New report outlining 12 #behavioural strategies to achieve more #sustainable diets. Find out what changes you can make. #MenuForChange
  • Cattle alone are responsible for 9% of global #GreenHouseGas emissions with 6% coming from beef and 3% from milk production. 🐮🐮🐮 #MenuForChange
  • 96% of mammals on #earth are now either humans or our #livestock – just 4% are wild. 🌎🐯 #MenuForChange

In this report we make the case for a global shift towards more sustainable and healthier diets. Using the latest and most well-evidenced behavioural science, we have outlined 12 strategies for promoting sustainable diets. Each strategy offers a route through which governments, retailers, producers, restaurants, campaigners and consumers can help deliver a more sustainable food system. The strategies are: 

  1. Incentivise product innovation and reformulation (e.g. through a carbon tax)
  2. Market plant-based food as aspirational, delicious, and indulgent
  3. Use novel in-store/in-app promotions, incentives and games
  4. Campaign with pride, positivity, and pragmatism
  5. Raise awareness, and build a mandate for strong policy
  6. Publicise the desirable norm, and lead by example
  7. ‘Re-brand’ plant-based food towards a mainstream
    identity, and promote more mainstream dishes
  8. Integrate (don’t segregate) the plant-based produce
  9. Eco-labels and supermarket ratings
  10. Ease the change with ‘rules of thumb’, tips and recipes
  11. Prompt sustainable choices at timely moments
  12. Edit the choice architecture, to make sustainable options more prevalent, more prominent, and the default choice

Tuck in to the report