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More and more people want to reduce their meat consumption — for several reasons, like climate change, animal abuse, and health. At the same time, a lot of these people don’t change their eating habits. Their beliefs don’t always align with their actual behavior. That sparked our interest and left us with a bunch of questions.

Why do people really want to reduce their meat consumption? How do they approach it? Which triggers and strategies do they apply? What moves them and holds them back?

By doing a diary study and group interviews we learned all about people’s needs, frustrations, and considerations around reducing meat consumption. This deep understanding is a fruitful soil to build solutions that matter to people and actually make a difference. Both in the offline and online world.

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Every participant wrote a quote on a tile after the group interviews

Our goal with this research? Making sure that our insights find their way to as many organizations as possible. We want to help them make impact. We want to hand them the tools to help people change their eating habits.

So good that you are here, because most likely you are part of an organization yourself. Hopefully you came in to pick up insights and use them to work on some amazing solutions that help people realize their goals. Get yours below.

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