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Our approach
see the forest for the trees

Why we care so much about the meat-eaters

Reducing the consumption of factory-farmed meat, dairy and eggs is the easiest way an individual can contribute to fighting climate change. It’s also correlated with significantly lower rates of heart disease, diabetes, cancer, and obesity, and is hands down the best thing you can do to improve animal welfare. Sounds like a win-win-win for everyone. But you already know that, otherwise you wouldn’t be reading this post on a website called “Project Eat Less Meat”. 

If plant-based diets are such a win, why is only a mere 1-2% of the population in the U.S. vegan? With such a tiny sliver of the population completely avoiding meat, dairy, and eggs, you could pretty much broadcast this message indiscriminately and nearly 99% of the people you’d reach could be couriers of change. That is a tremendous opportunity, and it is that opportunity we are after.

"Veganism" is widely perceived as a polarizing extreme lifestyle that ostracizes just about everybody else. The term ‘vegan’ often comes with baggage and stigmas: ask a meat-eater to describe a stereotypical vegan and you’ll see what I mean. 

Project Eat Less Meat was born out of the need to create inclusive messaging that speaks not to the minority that is already mindful of sustainable and ethical consumption, but to the overwhelming majority that isn’t. For many, that could mean talking about how diet changes can combat heart disease. For others, it could be shedding light on the benefits of eating healthier meat alternatives for maximizing athletic performance.  Our job is to listen closely to the various individuals comprising the ~98% of the population that isn’t plant-based. We are working hard to identify high-impact market segments and dive deep with those audiences to attain a profound understanding of their values, beliefs, and what they care about. It’s not enough just to hear them out - we need to listen closely and genuinely empathize with them to create compelling campaigns that speak their language. 

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