Messages on menus can double number of diners choosing plant-based options

Themes of making a small change for a big impact and joining a movement are effective in nudging consumers, research finds

Simple changes to messages on restaurants’ menus can double the frequency of customers choosing plant-based options instead of meat, research on the impact of food on the climate crisis has found.

The production, transportation and consumption of food has become an increasing focus for climate researchers, with a recent study finding the food industry accounts for more than a third of the world’s total annual planet-heating emissions.