The researchers argue for a mixed approach to encourage synergies between the different factors they identified. Different groups need to be targeted with different arguments. For older people and men, health arguments and flexitarianism (reduced meat consumption) are believed to be more effective.
They also stress the importance of prominent role models – actors, musicians, politicians and sport heroes – taking a lead, such as Paul McCartney, Bill Clinton, Mike Tyson and Kate Winslet. They can help and encourage people to do the right sustainable thing even if they are surrounded by sceptics.
Finally, they call for more political and economic measures, “these include removing harmful subsidies from livestock production, imposing taxes and more generally internalising social and environmental externalities in food production costs”.