Want to become a forerunner? Change the default of your industry

There is a lot of media attention to the fact that meat is for the first time more expensive than meat substitutes. Good news you would think! All figures indicate that giving up meat is better for the climate. However, this difference in price is not on purpose, but the price increase is a logical consequence of rising energy and gas prices. Something that the meat industry will no longer have to deal with. A coincidental development.

We are happy with this difference in price, but how do we ensure that it stays that way? It shouldn't be that difficult, right? Encouraging people to consume less meat and dairy and to replace it with meat substitutes or even better, vegetables. shouted last year scientists already on making meat more expensive. Why is it that meat only becomes more expensive when we are dealing with inflation? This seems to be due to resistance to 'the new normal'.

In Roos Vonk's speech at the Issue Congress, she explained where opposition can come from, and more importantly how to deal with it. The core of her story? As a do-gooder, do your best to win the other person over. Don't be too pedantic, but above all connect. And build up movement in steps. No one goes from black to white in one go.

A good example of the new normal is making the vegetarian (or vegan) option the default. When ordering a coffee, you are asked whether you want plant-based or cow's milk, which suddenly changes the standard. The best example of implementing a new normal is Burger King's new campaign. In Vienna they now ask: “a normal burger or with meat?”

By giving both options, you are not pedantic and you still offer the newcomer (and perhaps opponent) an opportunity to choose the sustainable option in small steps. It may take some getting used to, but by presenting it in this way we come one step closer to a world in which we all take better care of our planet. As far as we are concerned, more brands are following Burger King's example by being (or becoming) a forerunner within their own industry.

Would you also like to become a forerunner? we are happy to help with that. Mail for contact.