> Let’s all be heroes: Eat less (including meat and cheese), buy less, save money, improve your health, create less waste, drive less, walk more, save water and

> Let’s all be heroes: Eat less (including meat and cheese), buy less, save money, improve your health, create less waste, drive less, walk more, save water and use less energy. And be a role model for the next generation. Yes, let’s all be heroes but at the same time let’s acknowledge the fact that as long as the incentives of the system remain the same, the trend will continue. This rhetoric reminds me of the rhetoric around plastic consumption; the big producers of plastic push the message that it’s on all of us to reuse, recycle, and so on. Let’s instead capture the cost of the externalities in the actual prices of meat production and consumption — prices then should be higher and demand at that price point will be less. Let’s make it easier to be heroes by changing the system.