Discussing any type of environmental change can be like walking barefoot on broken glass. On almost any subject the chances are you will be hit with an outburst of moral indignation from groups saying you are limiting freedom of choice, that you are part of a global conspiracy or looking to impose increased taxes and government control.
Nowhere is this more likely to happen than if you suggest that we need to broaden diets to reduce meat consumption. There has been a growing level of evidence that a less meat intensive diet reduces climate impact and we know that many developing countries are moving to more meat heavy diets.
Protein Pressures research explores how can we start an informed debate and seek to understand what are the emotional and cultural drivers that lead to our diets, and what is needed to inspire a more balanced source of protein with less pressure on the environment.
