Currently, most communications around meat and climate change are in the category of ‘the pointing finger’, thereby creating guilt, shame, and stigmatization am

Currently, most communications around meat and climate change are in the category of ‘the pointing finger’, thereby creating guilt, shame, and stigmatization among committed carnivores, and activating psychological mechanisms of denial and downplay. Stating that eating meat is ‘bad’ therefore doesn’t seem to work that well. Consumption and lifestyles therefore tend to be shaped more by people collectively than individually. The most effective strategies thus engage people in groups... One of my master students, Lena Johanning, translated this idea by developing postcards that humorously depict "flexitarian" superheroes on the front, with an invitation for a veggie dinner on the back, coupled with some amazing fact about meat and climate change. So their answer is to convert "carnivores" with a Vegan Timeshare Sale Luncheon? =D