Consumer consideration of sustainability has increased significantly over the past 10 years. Even in 2020 – a year of significant food security concerns – the number of US consumers taking the sustainability impact of food into account in their purchasing decisions rose from 71% to 74% . Despite growing concern about the sustainability and health aspects of food, fully mobilizing this consumer concern at the point of sale remains challenging. Studies show that while many people show interest in sustainability, only a fraction of them think of such topics when they buy meat. This demonstrates the remaining challenges the industry must overcome – such as consumer perceptions and misperceptions about sustainable meat and the often-competing priorities in animal welfare, health, price and environmental impacts.
The Responsible Meat Initiative aims to overcome this by defining responsible meat in a manner that stakeholders can operationalize throughout the value chain – mobilizing and harnessing the demand for responsible meat
In order to identify motivations, barriers, and levers to shift consumer behavior towards more sustainable meat products, WBCSD conducted an analysis of 67 research papers using the RARE Center for Behavior and the Environment methodology that provides members with potential market interventions that can be prototyped, tested, improved up on, and launched to market.