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Research by Climate Outreach, CAST and Hubbub tested whether different narratives around food, delivered by trusted messengers in a Facebook group, could encourage people to try vegetarian diets and eat less meat and dairy.
The research focused on a segment of the population identified as ‘Loyal Nationals’ – people who are proud to be British, lean to the political right on social issues and are likely to describe themselves as working class. They are distrustful of elites and worried about changes to their way of life.
Using climate change as the main message to encourage dietary changes wasn’t always effective with this group. Loyal Nationals related more to messages around improving health and wellbeing, reducing food waste and community food growing.
Messages that worked best had a positive ‘can do’ tone (rather than creating feelings of shame) and made links to local life. Authenticity and trusted messengers also mattered a lot – people were more likely to listen to other participants who were ‘like them’ than celebrities, politicians or ‘experts’.
Words such as ‘sustainable’ and ‘plant-based’ didn’t land well with this segment. They found this language to be ‘middle class’, marketing-heavy and ignorant of food cultures that already rely on vegetables. Using more straightforward language (e.g., ‘eat more vegetables’) was more acceptable
This research highlights that different factors motivate different groups to change their food habits, while personal values and cultural heritage are strongly linked with people’s decisions to eat meat and dairy.
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.