CAST BRIEFING 27 - April 2024 - “But we’re a meat-eating family”: Engaging environmentally concerned but politically distrustful groups on reducing meat and dairy

Based at the University of Bath, our additional core partners are Cardiff University, the University of East Anglia, the University of York, the University of Manchester and the charity Climate Outreach. [...] To understand how these less-engaged voices can be heard and encouraged to shift to a low- carbon diet, Climate Outreach (CO) worked with researchers from the Centre for Climate Change and Social Transformations (CAST) and the environmental charity Hubbub to test food and diet- related messages. [...] The audience was targeted to be broadly representative of the audience segments called ‘Loyal Nationals’: an older segment that tends to lean left economically but right socially, and is highly distrustful of elites and the direction in which the country is heading. [...] This explored people’s experiences of participating in the group as well as their wider views on the environment, climate change, and food and diet. [...] We research and develop the social transformations needed to produce a low-carbon and sustainable society; at the core of our work is a fundamental question of enormous social significance: How can we as a society live differently – and better – in ways that meet the urgent need for rapid and far-reaching emission reductions? Based at the University of Bath, our additional core partners are Cardif.