Eat More Veggies | Rare

Eat More Veggies

Almost all non-vegetarian Americans can eat less meat—and be healthier, save money, reduce emissions, and protect more land and water because of it. This is a repeated behavior, meaning it requires ongoing decision-making to eat less meat and enjoy its benefits.

Opportunity

To encourage less meat eating, we can communicate a stronger connection between the health benefits of eating less meat and the fact that other people are starting to eat less meat.

The Impacts

8% of Americans are already vegetarian or vegan, and 31% report that they’re already trying to eat less meat. We need 29M additional behavior changes to increase target incremental adoption by 10%.

If adopted, our model projected an annual emissions savings of 25 MtCO2e and a social value of carbon mitigation between $1.1 and $12.7 billion per year.