Plant-Based Persuasion: The Tricky Psychology Behind ‘Eat Less Beef’

Plant-Based Persuasion: The Tricky Psychology Behind ‘Eat Less Beef’

Jenny Splitter

Forbes

“Eat less beef” is getting a lot of play these days. Pat Brown, CEO of Impossible Foods, recently boasted that “the whole point” of his company is to put beef farmers out of business. A new sweeping environmental report urged Americans to cut back on beef and lamb, and a senior director for the Plant Based Foods Association called this year a “tipping point” for the industry. But the plant-based revolution isn’t over and won just yet.

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