The general consensus seems to be that we should all be eating less meat and more veg - for our own health, the planet's health, and of course the animals.
We know from the most comprehensive study on farming ever undertaken - and published earlier this year - that raising livestock is incredibly environmentally-unfriendly when it comes to greenhouse gas emissions.
Actually getting people to reduce their intake of animal foods in real life, however, can be difficult.
Tell the general population to cut certain things out of their diets, and they often respond with outrage - be that fizzy drinks (the sugar tax) or bacon (the meat tax).
But Filippo Bianchi, researcher at the University of Oxford, believes getting people to change their dietary habits could be easier than previously thought.
He and his colleagues recently published a paper in the International Journal of Behavioural Nutrition and Physical Activitywhich found that providing information about the health and environmental implications of eating meat had no effect on how much people ate.
They concluded that our diets aren't driven by rational thought. Just because we know something is the better option, it's almost as if our brains don't have enough power to follow through to the logical final step when it comes to switching away from the worst option.
"When it comes to deciding between a ham or a hummus sandwich, the odds are we won’t base this decision on the information we just read in the latest climate change report," Bianchi writes for The Conversation.
No, instead, our appetites are ruled by what he calls the 'Homer Simpson Brain System'. We want what we want in a kind of brain-dead way.
But there are things that can be done to override that brain activity - or at least, fool it into making more planet-friendly choices, and Bianchi outlines five ways:
A no-brainer and something that's undoubtedly been happening in recent years. One in three people in the UK identify as flexitarians - and studies have found that the increasing quality of meat-free meals is causing people to go without fleshy feasts.
In fact, last year nearly 30 percent of all ready meals contained no meat or fish, suggesting that not only is there a market out there but that supermarkets really are beginning to get on board.
This summer, Verena Kurz found that making veggie options more visible than meat on the counters in a uni canteen was linked with a six percent increase in people going for the meat-free options.
A 2017 study found that restaurants which served smaller sizes of meat dishes got their customers to eat on average 28g less meat - without affecting their dining experience.
Earlier this year, experts found that adding smaller sausages to supermarket shelves was linked to a 13 percent reduction in meat purchases.
According to a 2012 experiment, creating exclusively vegetarian sections at the bottom of menus puts people off trying the plant-based option.
However, displaying meat options on a separate board and only keeping plant-based dishes on the default paper menu made people four times more likely to go for the veggie option - even if those plant-based options are unappealing.
"These results suggest that default-based interventions can be important tools in motivating pro-environmental behavior and can serve to complement information and education efforts over the long term," the study’s authors concluded.
A lot has changed since 2012 so it'd be interesting to see if the results would be even starker today.
Research has shown that if you keep animal reminders attached to bits of meat, it becomes a bit off-putting.
One study claims that if you, say, serve some roast pork with the pig's head still attached, diners show 'more disgust and empathy for the killed animal'.
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.Reuse this content
Miranda Larbi is a national health, fitness and lifestyle journalist who believes that veganism isn’t only a animal rights concern, but also a health, feminist and racial equality issue. She turned vegan for good after training for a marathon on a plant-based diet and partaking in a vegan bodybuilder challenge.
Since you're here...
Plant Based News is a FREE service that receives millions of views each week on Youtube, Facebook, Instagram, Twitter, our weekly newsletter and this website. This takes a lot of our personal time, money and hard work. But we do it because we KNOW it makes a difference. If those following our reporting helped by contributing, we could do even more. Please consider supporting us so we can create further awareness about animal rights, environmentalism, ethical consumerism and the plant-based lifestyle. Not a false narrative - but information that empowers people to make better choices.