Encouraging plant-based food choices

What we eat has important impacts on the environment.  In particular, livestock production for meat and dairy products is a disproportionate contributor to greenhouse gas emissions, deforestation and fresh water use.

Shifting consumers’ diets to include more plant-based foods and less meat can help limit these impacts.

In 2018, the Behavioural Insights Team (BIT) worked with the World Resources Institute (WRI) to test the impact of different language on meat-eaters’ tendency to order a vegetarian dish.

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