S U M M A R Y O F R E S U LT S A N D R E C O M M E N D AT I O N S FROM THE PROTEIN CHALLENGE
M E AT Y O U R M AT C H
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ABOUT HUBBUB We’re a charity that creates environmental campaigns to inspire greener, healthier lifestyles. Our Food hub tackles key dietary changes and habits that make a difference to our carbon footprint such as reducing food waste and meat consumption. We base our work on research and take an iterative, collaborative approach, so that we can improve our innovations over time. This report is intended to help you learn with us.
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A M E AT Y ISSUE We live in a time of ‘protein fever’ where it is possible to buy a ‘protein fortified’ Mars Bar, flapjack or beer. In the words of a 2017 BBC documentary on the issue: ‘anything with the word protein on it will sell’. Beyond protein fortified products, it is meat that is synonymous with strength, natural protein and muscle. Many people are unaware of the naturally occurring protein in plants. This is leading to health issues, particularly among men. High meat diets are linked to heart disease, cancers and type 2 diabetes. Protein fortified sports supplements are increasingly being linked to kidney failure, osteoporosis and other physical and psychological issues. According to the NHS, the number of adult men admitted to hospital with an eating disorder has risen by 70% over the past six years. Cutting our meat and dairy intake by 50 per cent by 2050 is an important way to stop the worst effects of climate change, and the best way to alleviate a raft of associated health issues.1
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HUBBUB’S APPROACH PROTEIN PRESSURES We recognise that there are significant and diverse drivers behind meat intensive diets but also that there is a real need to shift our diets. In 2016 we took on a research partnership with the University of Southampton to explore the best approach for us. This was followed by consultations with behaviour change and communications experts and companies acting in the space. Our ‘Protein Pressures’ research identified an opportunity to raise awareness of plant-based proteins and their benefits, and in turn, increase people’s skills in preparing these foods in a way that is affordable, delicious, healthy and culturally acceptable. The research also highlighted the need for targeted approaches designed for a specific audience. This research along with Hubbub’s experience of successful lifestyle and behavioural interventions shaped the design of Meat Your Match.
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FA C T O R S F O R S U C C E S S 1. Target consumers of high levels of meat 2. Maximise peer support 3. Make incentives for change relatable, positive and aligned with audience interests 4. Set clear goals and milestones 5. Make the chance easily acceptable and fitting with existing patterns or lifestyle choices 6. Focus on what is gained, not given up Our goal was to halve meat consumption, which aligns with meat reduction targets to live within planetary boundaries, but without making participants feel deprived of any foods.
THE NEED Animal agriculture is damaging to our health and the planet. Co2
$1.6 trillion
14.5%
Health
Global meat and dairy production is predicted to double by 2050 due to population growth and a rise in living standards. The public health and environmental expenses associated with this increased demand could be up to $1.6 trillion globally by 2050.
According to the UN, 14.5% of total greenhouse gas emissions relates to meat and dairy production. Reducing consumption of meat-based protein is essential to meet the carbon emission targets set out in the Paris Agreement.
High levels of meat consumption are linked to heart disease, type 2 diabetes and cancers. The NHS recommends natural proteins over the use of sports supplements which are proving to have a number of health side effects.
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PA R T I C I PA N T JOURNEY The 18 participants were self-selected following an invitation to all male employees aged 24-40 at a Nationwide main office of approximately 6,000 employees. By taking on the challenge the 18 participants committed to strive to halve their meat-based protein and replace it with plant-based protein over an 8-week period. Each participant was given bespoke dietary advice and meal suggestions based on their individual preferences, health and goals. The trial involved logging meals and activity levels, attending a consultation with a Nutritional Practitioner before and after the challenge period and filling in surveys at intervals. Additional support offered included:
• Plant-based fitness talk with the Plant-Based Personal Trainer (theplantpoweredpt.com/aboutadam).
• Supply of plant-based protein bars and drinks from Tribe and Nuzest (nuzest.co.uk).
• (wearetribe.co) Ongoing support from the Hubbub team via
closed WhatsApp group, Facebook group, email and phone.
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H E A D L I N E R E S U LT S
The results suggest an overall improvement in general fitness, digestive health, stress levels and sleep quality. All participants introduced new and nutrient diverse foods into their diets, and:
86% participants
stated they are very likely or likely to continue to reduce their meat consumption after completing the challenge. The same cohort had continued to reduce their meat consumption after 2 months.
Feeling good
All participants reported a positive impact on wellbeing, concentration and energy levels.
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41.5%
of respondents were very likely or likely to order a vegetarian meal when eating out with friends, an increase from an initial 5.56%.
100% positive
All participants talked positively to others about the trial, reporting the challenge had ‘spoken to them’ and was not ‘too hippy’ or ‘vegetarian’.
80% would recommend
a friend or colleague to take part if the challenge was repeated.
80% cut meet by half
80% of participants reduced the proportion of meat in their diet by over 50%.
PROTEIN CONSUMPTION Based on 10 participants who completed full meal plans pre and during the trial.
Percentage change in grams of protein type per week • On average participants increased the plant based protein in their diet by 173% with a range of 294 from 42 to 336%
• On average participants increased the dairy based protein in their diet by 21% with a range of 119 from -59 - 60%
• On average participants decreased the meat based protein in their diet by 71% with a range of 63 from -100 to -37
• On average participants decreased the total protein in their diet by 14.5% with a range of 53 from -4 to -57
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“I spoke to my friends and family about the facts regarding the environmental impact of meat production.�
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ACCEPTING L E S S M E AT • The number of people who said they would be very likely or likely to order a vegetarian meal when eating out increased from 1 to 7 people.
“Since the challenge began I would say I now actively look at the veggie options whereas previously I would tend to ignore that section of the menu.”
• The exit survey asked participants how likely they were to
order a vegan meal when eating out with friends, to which 6 people said they were very likely or likely to do so.
• 2 months after the trial finished, 86% of participants said that they had continued to eat a less meat diet.
• Several of the participants said that they felt better after
eating vegetarian meals. As important for driving and maintaining dietary shift was the fact that many announced that they were surprised by how much they were enjoying new vegetarian foods. Once convinced that vegetarian food tasted good, provided energy and made them feel good the diets were more acceptable.
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“I would normally eat a meat based dish eating out, though definitely not every time anymore.”
“I would not have any hesitation ordering a vegetarian meal, as long as it sounded appetising! I have already begun to try the veggie dishes when I’m out, even a veggie all day breakfast in place of a fry up.”
M.O.T FOR ME The challenge was an opportunity for participants to assess their general health and wellbeing. Many reported that they had started to cut down on sugar and alcohol, and been drinking more water during the challenge. “The challenge is a good opportunity to rethink what I’m putting in my body”. One participant gave up eating chocolate and sweets during the trial. Another stated in their mid project call that “Prior, I would have had dinner but then would eat loads of chocolate bars, now I just don’t feel like I want to.” This unexpected outcome led to a general improvement in health and wellbeing for the majority of the participants and alongside a shift to a healthier diet, participants reported an increase in energy levels, stating “My energy and wellbeing felt better from an improved diet.” “My energy levels felt consistent throughout the day.” “I have more energy in the mornings.”
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M A I N TA I N I N G THE CHANGE • 86% said that they would be likely or very likely to continue
to eat a more plant-based diet after the challenge has completed. Follow up interviews after 2 months suggested that this change had been maintained.
H O W L I K E LY A R E Y O U T O C O N T I N U E T O E AT A M O R E P L A N T- B A S E D D I E T A F T E R T H E CHALLENGE HAS COMPLETED?
• The fact that the majority took a more holistic approach to
the challenge rather than following the meal plan rigorously could suggest that it’s more likely that they will retain their new diet as they’ve found a way to integrate it with their existing lifestyle. More needs to be done to make sure that this correlates with consumption of enough protein.
Not Very Likely
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Likely
Very Likely
“The majority of my friends and family now do vegetarian during the week, with meat at the weekend and this came from the awareness of this challenge.�
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‘I’ve already made changes to my diet and I’ve stuck to it ever since.”
“I will continue to choose veg food as I love how it makes me feel and the impact it has on performance. I would still eat whatever my wife cooks so if that’s meat then that’s OK. But, during the day or any breakfast I will not have meat because of the sluggish feeling though-out the day if I do.”
“It allowed me to try new things and see what else is out there.” 14
“I’ve found I am eating a great range of plant based proteins.”
“I like the environmental aspect of it so will aim to reduce my meat intake.”
“I want to try to get more comfortable with it and see if there are any long term benefits.”
“It is cheaper and helps maintain a good performance diet.”
“I think I will increase my vegetable consumption and water over time.”
CONCLUSION
OUTCOMES
Our findings demonstrated unequivocally that it is possible to inspire behaviour change in dietary protein intake with our target audience. Framing the pilot as a challenge with a clearly defined goal and length proved to be an effective way to get people to rethink their diet an incentivised and structured the change. In turn, we increased awareness of plant based proteins and combated negative conceptions of non-meat meals.
• Meat Your Match proved that reducing meat-consumption is
Personal health and fitness were the primary motivation for participants in making a dietary shift but a positive corollary was that the challenge had made them think more carefully about how their meal choices impact on the planet. This confirms previous learning that animal welfare and environment can reaffirm messages which sustain behavioural change, but in our selfie culture, personal concerns come first. The pilot suggests that both experience and education around the complexity of the proteins we need and where to find them play vital roles in supporting dietary transition.
something anyone can get behind when eating more plants is presented as embracing something new, not giving something up.
• The challenge ignited an interest in health and wellbeing in the
round, meaning that in many cases participants made lifestyle changes beyond the requirements of the challenge. Increases in fruit and vegetable consumption, variety of diet, sleep and water, and decreases in sugar and alcohol led to a much greater increase in participants’ wellbeing than anticipated.
• Participants reported very positive experiences with the new
flavours, recipes and dishes associated with plant protein and healthy eating and were keen to pass the message on to others.
• Participants got to know their peers and fostered a sense of
camaraderie in the workplace. Tackling the challenge as a group helped maintain motivation by making it fun and competitive.
• Highlighting meal options in the employee restaurant was
important for participants to reach their daily protein targets, it also meant that employees not taking part in the campaign could share the experience.
• The challenge has left us with an acute awareness of what could be done to improve and build on the results from this pilot.
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G E T I N V O LV E D Replicating what has worked and scaling impact
Read the full report
Engage your employees
Collaborate with us on the next targeted trial
This is a summary, to read more of the detail and see a full set of results, visit www.hubbub.org.uk and click thrpough to impact reports. Alternatively, contact us.
Does employee health and wellbeing matter in your workplace?’ Get in touch to take on the Protein Challenge. It’s not just for men. We have a tried and tested approach that we can tailor to your workplace.
The gym enthusiast ‘Protein Challenge’ was the first of many targeted Meat Your Match trials. Would you like to collaborate with us on the next one?
Get in touch: hello@hubbub.org.uk 16
WITH THANKS HELLO@HUBBUB.ORG.UK
W W W. H U B B U B . O R G . U K REGISTERED CHARITY NO. 1158700
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