A recent survey commissioned by Finnish plant-based brand “Beanit” was carried out to explore the dispute on various diets, and the barriers this creates in behaviour change. It highlights the contrasting opinions of consumers, with vegetarians and meat-eaters alike feeling judged on their food choices.
Key findings of the study were that 64% of the surveyed population found public discussion around diets polarising, with 44% wanting to increase vegetarian foods in their diets. It is known that there is a gap between consumer intent and action, and this survey highlights the effect public scrutiny can have. Consumer discomfort between information and action can lead to a defensive or confrontational approach. This type of conversation is counterproductive in the transition to a reduced impact lifestyle. It fosters an environment of extremity between two groups.
The survey suggests a flexitarian diet offers the largest opportunity for Beanit’s plant-based market. The company takes the perspective that small changes made by large populations produce better results than a small group cutting out a certain behaviour entirely.
Although Beanit’s value in this may be to urge consumers to adopt a plant-based diet to increase sales, they addressed the results through a campaign named “Meat Saturday”. This encourages consumers to eat meat once a week on Saturdays. It looks to facilitate inclusivity between the labelled meat-eater and plant-based groups, offering the idea of mutual acceptability between diets.
The takeaway from the survey is relevant to any disruptive industry or product claiming to be a sustainable option. A positive, objective and inclusive narrative must be encouraged to facilitate progress towards sustainable behaviour change.
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