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The UK Climate Assembly, held in 2019-20, gathered public perspectives on how the UK should achieve its net zero climate target. It brought together 108 participants, selected to represent the demographic diversity of the UK, who met over several weekends to look at evidence, deliberate on the question and produce recommendations for the Government.
Discussions revealed that participants support reducing meat and dairy consumption for climate and other reasons, such as health. Other favoured policies included emissions labelling for food; low carbon farming regulation and incentives; training on sustainable land use; support for local food production; and changing retailers’ behaviour. People also highlighted that policies should consider things like fairness, support for farmers, affordability and education.
Discussion workshops held by the Centre for Climate Change and Social Transformations (CAST) in Devon, Aberdeen and Manchester in 2022 produced similar findings – that people (across a range of ages, genders, ethnicities and income levels) were supportive of a transition to healthier diets with less meat, and emphasised the importance of fairness in relation to dietary changes and policies.
Halving meat consumption and swapping red meat for white meat were considered desirable and feasible, alongside eating a balanced diet. These strategies were seen as quick and easy changes that many people would be able to make.
Strong negative reactions were only noticeable for strategies which were perceived to take away choice completely, such as fully meat-free diets. These were generally perceived as too restrictive and involving too much of a change for most people (i.e. unfair), at least in the near future. There were also concerns about vegan diets being unhealthy and detrimental to the livelihoods of farmers.
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.