Key findings
- 📣 Out today 📣 - New report outlining 12 #behavioural strategies to achieve more #sustainable diets. Find out what changes you can make. #MenuForChange Tweet
- Cattle alone are responsible for 9% of global #GreenHouseGas emissions with 6% coming from beef and 3% from milk production. 🐮🐮🐮 #MenuForChange Tweet
- 96% of mammals on #earth are now either humans or our #livestock – just 4% are wild. 🌎🐯 #MenuForChange Tweet
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:
- Incentivise product innovation and reformulation (e.g. through a carbon tax)
- Market plant-based food as aspirational, delicious, and indulgent
- Use novel in-store/in-app promotions, incentives and games
- Campaign with pride, positivity, and pragmatism
- Raise awareness, and build a mandate for strong policy
- Publicise the desirable norm, and lead by example
- ‘Re-brand’ plant-based food towards a mainstream
identity, and promote more mainstream dishes - Integrate (don’t segregate) the plant-based produce
- Eco-labels and supermarket ratings
- Ease the change with ‘rules of thumb’, tips and recipes
- Prompt sustainable choices at timely moments
- Edit the choice architecture, to make sustainable options more prevalent, more prominent, and the default choice
