SHIFTING FOOD CULTURE FOR GOOD
A new non-profit cultural marketing organization inspiring Americans of all kinds to rethink our relationship with meat
WE’RE FOCUSED ON ADDRESSING DEEP-SEATED CULTURAL BARRIERS TO MEAT REDUCTION IN AMERICA.
We’re building relatable campaigns that connect emotionally with people and create the cultural conversation needed to spark widespread, lasting diet change.
WE’RE EATING MORE MEAT, DESPITE FACTS SUGGESTING WE REDUCE.
Americans have a love affair with meat, but it’s no longer serving us well. The amount of meat we consume today is leading to dire consequences for our health, our planet and animals.
The facts supporting meat reduction are everywhere. Despite all of these facts, meat consumption is increasing.
BECAUSE AS HUMANS, WE PRIMARY MAKE DECISIONS BASED ON FEELINGS.
And feelings don’t often care about facts.
We usually make choices, consciously or subconsciously, that reinforce our identity and cultural beliefs — who we are or who we want to be.
Meat is deep seated in our cultural identity and has become part of who we are… even if some of these cultural beliefs are actually grounded in myths.
Identity-protective cognition:
The tendency to selectively credit and dismiss evidence that reflects the beliefs that predominate in the groups with whom we identify.
Source: Dan Kahan, Yale University
MEAT MYTHOLOGY 101
At People for Better Food, our mission to debunk deep-seated meat myths and shift culture toward plant-rich diets to help us all enjoy a healthier future.
We’ve done extensive research on our culture’s ingrained beliefs around meat, including some myths that drive our day-to-day eating decisions.
Follow us below to learn more about our findings and plans to address them.
OUR TEAM WAS BUILT TO LEAD THIS CULTURE SHIFT.
We bring decades of consumer marketing, communications, insights and creative experience, including leadership roles at major food companies, small start-ups, and top ad agencies. We’ve worked with some of the biggest brands and created cultural movements like the anti-tobacco “Truth” campaign that catalyzed a major reduction in teen smoking. Our advisor ecosystem spans thought leaders, business operators, non-profit entrepreneurs and cultural whisperers, alt protein gurus to former meat folks and many in between.
WHAT’S NEXT?
We have several marketing campaigns ready to go to catalyze this food culture shift.
We’re fundraising to launch our first campaign soon.
JOIN US IN SHIFTING FOOD CULTURE FOR GOOD.
We’re looking for donors, creative partners, casual brainstormers, and collaborators of any kind who are excited by our mission.
If that's you, please reach out!