Meat Reduction and The Psychology of the Willing Middle

Summary: When a famous athlete swaps a steak for a plant-based burger, they usually aren't trying to make a political statement. They just want better nutrition and performance! Online debates make it seem like you have to be a hardcore vegan or an extreme meat-lover. But experts say the real power to improve global health lies in the "willing middle."

This is the large group of people who will happily eat less meat if the alternatives are healthy, cheap, and taste great. To actually change our diets, food companies need to stop preaching and start appealing to our lifestyle goals—like getting good macros without breaking the bank. (Fun fact: your favorite pop star probably only eats veggie nuggets because they don't mess up her makeup before a show!)

Source: Psychology Today URL: psychologytoday.com/gb/blog/nudging-nutrition/202605/meat-reduction-and-the-psychology-of-the-willing-middle (opens in new tab)