By now, you’ve likely heard the argument to eat less meat for the health of the planet. Heck, even Beyoncé has been pushing this message, dangling the prospect of free concert tickets for life before fans to raise interest in plant-based eating for the environment.
But if you’re an omnivore starving while staring at a menu, it can be hard for the future of planet Earth to compete with the appeal of a big, juicy burger.
“The language for meat, and beef in particular, just sounds so much more delicious,” says Daniel Vennard. And labels like “meat-free,” “vegan,” and “vegetarian” tend to be turn offs for consumers. “People don’t create positive associations with how it’s going to taste and don’t feel it’s very indulgent.”
And that’s a real problem for Vennard: As head of the World Resources Institute’s Better Buying Lab, it’s his job to work with food companies, behavioral economists and marketing experts to find ways to get people to eat more sustainably. Or, as he puts it, to make “this party sound even better than the other party.”