Journey Book: Plant-rich Diets


Hands reaching for slices of white pizza.Charting the journey toward a climate-friendly diet.

If all we needed was to raise awareness and educate people about food’s connection to climate change, we would be a lot closer to solving the problem by now. But let’s be real – even if people know a plant-rich diet is better for their health, as well as the climate, change is hard and food is complex. Whether you’re a student leader trying to shift food behaviors on campus, a social media influencer promoting plant-based foods, a coach trying to improve the performance of your team, or simply a parent trying to change household habits, understanding what it takes to change mindsets is critical to reaching your goals.

Borrowing practices from behavior science, design thinking, customer experience, and service design—and in partnership with Harmonic Design—Rare has created downloadable guides for helping Americans in the journey to adopting key climate-positive behaviors. Think of these “Journey Books” as a blueprint: the key requirements, structure, and outlines of how people can move from becoming aware to adopting and sharing their change with others. 

We’re truly interested in hearing from you about what you’re working on to drive adoption, what’s useful (or not!) about these guides, and whether you see your capabilities and solutions as part of this journey or a related one. Download the guide and reach out to us to share how you see using or connecting to the journey of adopting a plant-rich diet. Drop us a note at or message us on social media at @rare_org.