Climatarianism: Consumer craze or ardent activism?
Ubuntu Thoughts / 6 Min read
Callum Berry
Content & Media Manager
Content & Media Manager
It seems like everywhere you go these days, veganism is taking centre stage. Chances are, you’ve been offered one (of many) nut milks at your local coffee shop or heard the couple on the table next to you discussing how much better they feel after switching to a plant-based diet.
Like yoyos in the nineties, flares in the 70s, and tie dye in the 60s, following a vegetarian diet has been gaining mass popularity in recent years – and Veganism seems to be quickly taking hold too. Centred on a diet that excludes meat or animal products (including eggs, dairy, honey, etc.), this latest trend is gathering speed and looks set to stay.
So why the sudden change in culinary habits? Research shows that whilst some choose a vegan diet in protest of the prevalent cruelty to animals found in the meat and dairy industry, others are doing so for a different reason: climate change. Yeah, that old chestnut.
It is well documented that the factory-farming processes that led to the ballooning meat and dairy industries we see today, are a contributing factor to the ongoing climate crisis that is affecting virtually every country around the globe. The dairy industry alone accounts for 3.4% of carbon emissions, almost double that of the aviation industry, while the meat industry continues to be a large factor in deforestation (due to making space for rearing cattle) as well as ruining nearby water sources due to run-off from the improper use of manure and fertilizers.
Like yoyos in the nineties, flares in the 70s, and tie dye in the 60s, following a vegetarian diet has been gaining mass popularity in recent years – and Veganism seems to be quickly taking hold too. Centred on a diet that excludes meat or animal products (including eggs, dairy, honey, etc.), this latest trend is gathering speed and looks set to stay.
So why the sudden change in culinary habits? Research shows that whilst some choose a vegan diet in protest of the prevalent cruelty to animals found in the meat and dairy industry, others are doing so for a different reason: climate change. Yeah, that old chestnut.
It is well documented that the factory-farming processes that led to the ballooning meat and dairy industries we see today, are a contributing factor to the ongoing climate crisis that is affecting virtually every country around the globe. The dairy industry alone accounts for 3.4% of carbon emissions, almost double that of the aviation industry, while the meat industry continues to be a large factor in deforestation (due to making space for rearing cattle) as well as ruining nearby water sources due to run-off from the improper use of manure and fertilizers.
Follow the money and it leads to meat
It’s no secret that the meat industry makes big money. Infact, the global industry is worth over (dollar)2 trillion and JBS, the world’s largest meat company makes over (dollar)50 billion in annual revenue. It also has a massive influence on government politics, with lobbying groups often pushing against progressive “green” legislation in favour of practices that improve the bottom line for the industry. The result has been reduced regulation, and a continuous push-back on any policy that comes close to affecting the status quo.
However, this huge industry is also facing a huge problem; sustainability. Animal livestock uses a disproportionately huge amount of land, and of that 51 million km2 of agricultural land, 77% is currently used for the containment and feeding of livestock. That’s a lot of trees being torn down to feed animals.
Before you accuse us of being on our high horse (or cow) and lambast us for only talking about one side of the argument, we should note that not all meat production is killing our planet or contributing to the rising climate crisis. Just as a new wave of companies are seeking to develop mouth-watering meat alternatives or make vegan cuisine even more compelling, savvy entrepreneurs are also re-evaluating the practices of rearing meat – from the progressive teams looking to grow meat in a lab to those following more traditional farming practices but with a focus on sustainability and a minimal impact on the planet.
The fact remains however, that however you look at it – be that a shift in practices, or a radical u-turn away from meat altogether – something needs to change.
However, this huge industry is also facing a huge problem; sustainability. Animal livestock uses a disproportionately huge amount of land, and of that 51 million km2 of agricultural land, 77% is currently used for the containment and feeding of livestock. That’s a lot of trees being torn down to feed animals.
Before you accuse us of being on our high horse (or cow) and lambast us for only talking about one side of the argument, we should note that not all meat production is killing our planet or contributing to the rising climate crisis. Just as a new wave of companies are seeking to develop mouth-watering meat alternatives or make vegan cuisine even more compelling, savvy entrepreneurs are also re-evaluating the practices of rearing meat – from the progressive teams looking to grow meat in a lab to those following more traditional farming practices but with a focus on sustainability and a minimal impact on the planet.
The fact remains however, that however you look at it – be that a shift in practices, or a radical u-turn away from meat altogether – something needs to change.
Where there’s a (reluctant) will, there’s a way
And so it seems that where the people have asked, brands have answered. As consumer demand for oat milk, vegan cheese and even vegan protein powder has increased, companies have relented – nearly every Sainsbury’s, Asda and even M&S now has a “dairy-free” and “meat-alternative” section, if not a whole aisle.
In fact, the global vegan food market is predicted to reach $35.5 billion by 2027, whereas the meat market actually declined by 3% during 2020. According to Business Expert, this rate of growth suggests that plant-based diets could replace our current omnivorous diet within the next century.
In fact, the global vegan food market is predicted to reach $35.5 billion by 2027, whereas the meat market actually declined by 3% during 2020. According to Business Expert, this rate of growth suggests that plant-based diets could replace our current omnivorous diet within the next century.
Power to the people…kind of
This really highlights the power of consumer demand, and that companies who listen to the wants and needs of their customers will virtually always be a step ahead of those who don’t. And as a consumer myself, it’s nice to think that we have some kind of power in this corporate-driven world.
It’s also reflective of the growth in brands’ response to ESG (environmental, social and governance), which we discussed in our previous “thoughts” post. Consumers now expect companies to do more than simply say they comply with high compliance standards – they need to prove it. The meat industry for example, whilst still making an absolute killing (if you’ll pardon the pun), has taken a small hit, due to the growing consciousness of how detrimental factory farming methods can be for the environment.
Companies, (even those creating vegan food products), should expect public scrutiny of their practices and put in place strategies and plans to effectively communicate and assure their customers that they are doing the most they can to put people and the environment first, to disclose the conditions their employees and suppliers work in, as well as to conform to any governmental regulations in place.
As we also mentioned in our previous thoughts, brands are now expected to be transparent about their operations, else they can expect to face public backlash and face the ramifications (be that customer boycotts or a more general loss in consumer confidence).
But hey, we’re certainly not here to preach or advocate for one lifestyle over the other. We simply want to continually review why we pick up certain habits and how our chosen lifestyles impact the wider environment around us – oh, and we want others to be educated too.
For those who have read this far, thank you and be sure to check out our upcoming thoughts, where we’ll dive into the latest trending topics and current affairs.
It’s also reflective of the growth in brands’ response to ESG (environmental, social and governance), which we discussed in our previous “thoughts” post. Consumers now expect companies to do more than simply say they comply with high compliance standards – they need to prove it. The meat industry for example, whilst still making an absolute killing (if you’ll pardon the pun), has taken a small hit, due to the growing consciousness of how detrimental factory farming methods can be for the environment.
Companies, (even those creating vegan food products), should expect public scrutiny of their practices and put in place strategies and plans to effectively communicate and assure their customers that they are doing the most they can to put people and the environment first, to disclose the conditions their employees and suppliers work in, as well as to conform to any governmental regulations in place.
As we also mentioned in our previous thoughts, brands are now expected to be transparent about their operations, else they can expect to face public backlash and face the ramifications (be that customer boycotts or a more general loss in consumer confidence).
But hey, we’re certainly not here to preach or advocate for one lifestyle over the other. We simply want to continually review why we pick up certain habits and how our chosen lifestyles impact the wider environment around us – oh, and we want others to be educated too.
For those who have read this far, thank you and be sure to check out our upcoming thoughts, where we’ll dive into the latest trending topics and current affairs.
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We appreciate that all life on earth is under threat, so we’re using the resources we have—our business, our investments, our voice and our imaginations—to do something about it. Reducing the negative impact on people and the planet.
If you're looking to make a change in how you market your business, we'd love to chat. Find out more at ubuntustudio.co.uk.
We appreciate that all life on earth is under threat, so we’re using the resources we have—our business, our investments, our voice and our imaginations—to do something about it. Reducing the negative impact on people and the planet.
If you're looking to make a change in how you market your business, we'd love to chat. Find out more at ubuntustudio.co.uk.
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