Transcript meat of the matter

MEAT OF THE MATTER
How values and motivations
toward meat reduction affect the
adoption of dietary changes
Xavier Mayes and Judy Friedlander
WHY MEAT REDUCTION?
• Growing trend in plant-based food
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WHY MEAT REDUCTION?
• Growing trend in plant-based food
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WHY MEAT REDUCTION?
Humans are "eating away at our own life
support systems" at a rate unseen in the
past 10,000 years.
- Planetary boundaries framework research, 2015
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WHY MEAT REDUCTION?
• The anthropocene and impacts of meat consumption
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WHY MEAT REDUCTION?
• Climate change
Just 1% of articles about climate change
are related to meat or livestock.
-Study of eight Australian newspapers, 2008-2013 (Friedlander,
Riedy)
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KEY QUESTIONS
• What role do meat reduction campaigns play in this growing trend of
Australians embracing a more plant based diet?
• What values and frames are motivating factors for people in their choice
to join a campaign?
• What changes are reported in these motivating factors because of the
campaigns?
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ABOUT THE RESPONDENTS
When did they start participating?
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ABOUT THE RESPONDENTS
Did they do it on their own or with family and/or friends?
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ABOUT THE RESPONDENTS
How much meat were they eating prior to joining one of these campaigns?
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ABOUT THE RESPONDENTS
Red meat vs white meat – both before and after the campaigns
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WHAT ARE VALUES?
Values represent our guiding principles: our broadest
motivations, influencing the attitudes we hold and how we act1
• Values are beliefs, linked to emotions
• Values refer to desirable goals that motivate action
• Values transcend specific actions and situations
• Values can be ‘engaged’ by communications or experiences, and this
tends to strengthen them
• Values tend to cluster, supporting and opposing other values
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Public Interest Research Centre, 2011, The Common Cause Handbook
THEORY OF CHANGE - COMMON CAUSE
• Particular values are activated or engaged by particular frames
• In communication, advocacy and campaigning, we need to be aware of
our frames and the values they activate
• For ‘bigger than self’ issues like climate change and other environmental
issues, intrinsic values need to be nurtured and extrinsic values need to
be challenged
• Using financial incentives to promote desired behaviours might have a
short-term impact but ultimately undermines long-term goals
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Animal welfare
Environment
Global food security
Personal health
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ABOUT THE RESPONDENTS
Hierarchy of frames motivating people to reduce meat in their diet – both
before and after the campaigns
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SO, WHAT CHANGED?
• 22% eat less meat
• 61% eat less meat
• 58% eat less meat
• 61% don’t eat meat
any more
• 27% don’t eat meat
any more
• 28% don’t eat meat
any more
• 73% have motivated
friends or family to
join the challenge
• 63% have motivated
friends or family to
join the challenge
• 68% have motivated
friends or family to
join the challenge
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DISCUSSION
• Campaigns help those already interested in issues with meat consumption
to deepen their knowledge
“More informed about the industry over all.
Have made a conscious effort to read more
facts”
“More focussed and aware of detail rather
than big picture”
• Campaigns strengthen the combination of intrinsic values and frames
which arguably deepen any a broad level of engagement in dietary
change away from eating meat
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DISCUSSION
• What about personal health as an extrinsic frame and primary
motivator…
• A foot in the door
“I first did Meat Free Week because of health concerns about red meat. Then I learned more about animal
welfare. Then became interested in the link of meat to global warming.
Health is pretty powerful. When speaking with my generation or my parents, I’ll talk about health.
But my 10-year old son responds to animal welfare as an issue.”
• U.S. study – strongest link to recidivism in diet change
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