Latest study by Greenpeace explores the myths adopted by meat industry in order to feel accepted, and loved in order to promote meat eating
Greenpeace Denmark has published a new study on the common myths about meat eating. The study is the result of the increasing awareness and the number of vegetarians, vegan and flexitarians across the world, especially Europe. And how in order to counter the new wave, meat industry is pumping in money for promotion. Greenpeace also believes that several myths and lies surround meat eating are consciously being spread in order to counter the increasing market for green/conscious food.
The Greenpeace study is titled - Dissected, the 7 myths of Big Meat’s marketing
According to the study the "7 myths often adopted by big meat brands and organisations in Europe, that play to known consumer needs to feel accepted, successful, loved, respected and ultimately, to feel ‘good’, and as a result fuel meat eating:
• Myth 1: ‘Meat is part of the climate solution, not the problem’
• Myth 2: ‘Meat is good for you’
• Myth 3: ‘Eating (red) meat makes you more of a man’
• Myth 4: ‘Good women prepare and serve meat to their family’
• Myth 5: ‘Eating meat is a patriotic act’
• Myth 6: ‘Eating meat brings people together’
• Myth 7: ‘Eating meat is about freedom and choice’
In an article on their website, Greenpeace goes on to mention - To make things worse: these myths are targeted to some of the most vulnerable groups in society. Young children, for example, who are not fully capable of processing the information in front of them. Or young adults who might be wrestling with their sexual identity. And of course parents, trying to do the right thing for the future of their children in the midst of the deepening climate and biodiversity crises.
The marketing playbook used by the meat industry is no different from the one deployed by the tobacco or alcohol industries in the last decades. Advertising of tobacco and alcohol has been highly regulated for the well-being of society. Shouldn’t it be about time to also start regulating advertising for the well-being of the whole planet and apply similar restrictions to meat marketing too? The Greenpeace's writer asks.
With the looming climate crisis and food security issues it is for the government bodies to take it upon themselves, and work around this meat or Vegetarian conflict. Both the plant based /alt protein industry and meat industry must work with an understanding of each other, and official climate friendly regulations will surely play an important role in right communication.
Note: The article quotes extensively from the piece published on the website belonging to international organization www.greenpeace.org