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An online survey by the Centre for Climate Change and Social Transformations (CAST) revealed that British people also did not think that reducing red meat consumption is a very effective climate solution, compared to other actions.
When asked to pick which action (from a list of eight) would have the greatest impact on climate change if everybody in the country did it, ‘eat less red meat’ received the fewest number of votes (6-8%).
Other actions on the list were: drive an electric car; minimise air travel; minimise home energy use; minimise food waste; reduce new purchases; use low-carbon heating; walk, cycle or use public transport.
When asked to pick their top three actions, only one-fifth of respondents picked the option about red meat.
Despite this, across the four years of survey data, up to two-thirds of respondents felt that people in the UK should ‘probably’ or ‘definitely’ reduce red meat consumption to limit climate change (58-66%).
According to Climate Change Committee’s (CCC) latest carbon budget, a range of low-carbon choices will form part of a “balanced pathway” towards net zero – with food and diet changes making “smaller, but important contributions” to this transition. Household low-carbon choices contribute to one-third of emissions reduction in 2040, while a shift in average meat and dairy consumption are anticipated to make up 6% of these household emissions reductions. The CCC note that:
“By 2040, 25% of meat (30% of red meat) and 20% of dairy is replaced with lower-carbon foods, compared to 2019 consumption levels”
Drawing on evidence from a Citizens’ Panel, which was convened as part of the report, the CCC found that:
Interestingly, much of the news coverage of the Carbon Budget focused on diet shifts, despite a greater emphasis on other measures. (Electrification and low-carbon electricity supply make up the largest share of emissions reductions in the CCC’s pathway – 60% by 2040).
A three-month online research and engagement project conducted by Hubbub worked with 175 UK homeowners (followed by polling of 501 UK homeowners) to understand how to support UK households in the transition to net zero.
On diets and food, the work found people’s motivations involve a mix of considerations about health, costs and taste. Health was the biggest priority when it came to diet, but people also reported cutting down on meat due to increased costs.
When it came to tackling food waste, the expert advice and engagement offered to households helped to drive meaningful changes. By engaging in the project, 75% (130) of 175 Household participants said they felt more confident about reducing and preventing food waste at home.
More widely, the work suggests that further measures are needed to enable households to buy more loose fruit and vegetables, and increase the range of vegetarian choices available; while in terms of communication and engagement, the report suggests there is a need reframe meat reduction more positively.
What’s the public appetite for climate-friendly food choices?
Making sense of public opinion on sustainable food and diet changes in 2025 – from willingness and perception gaps, to policies and public engagement.