Developing strategies for behaviour change

Eating Better is working to shift our food culture towards eating more plants and smaller quantities of 'better' meat. It’s a message with increasing resonance, Our latest YouGov survey (May 2017) finds 44% of British people are willing or already committed to cutting down or cutting out meat. Young people in particular are embracing flexitarianism. But the challenge is how to engage people beyond those who are already aware. 

To understand how to catalyse this transition, we commissioned a literature review of the evidence. Our report Let’s Talk About Meat: Changing dietary behaviour for the 21st Century identifies 10 ways to motivate behaviour change towards less and better meat eating. It makes a number of recommendations for governments, health bodies, businesses, researchers and civil society organisations, including further research and practical initiatives.

In autumn 2015 we brought together behaviour change experts and practitioners to learn from our Let’s Talk About Meat research and the experiences of other behaviour change campaigns. Raising awareness is an important first step, but it is not enough. We know that to help people make changes, we need to make it easy, affordable, convenient and the norm – for example what their friends and family do. 

Our 2016 Are you vegcurious? creative pilot, created with Do It Day, shows that it is possible to develop and test new ways of talking about eating less meat, through fun and positive messages that challenge some of the cultural barriers towards meat and veg consumption among men.

Our 2017 report: The Future of Eating is Flexitarian: Companies Leading the Way showcases over 20 companies that are in one way or another helping their customers to make this shift and identifies practical actions that companies and food providers can take.

Explore our selection of news and comment on behaviour change issues.