By Loredana Loy, PhD
University of Miami
In a new study published open access in Climate Policy, my co-author Dr. Jennifer Jacquet (University of Miami) and I document civil society efforts, such as Diet for a New America, Beyond Beef, and Meatless Monday, to advocate dietary shifts as a climate change mitigation strategy, and examine the animal agriculture industry’s systematic opposition to these campaigns. Our study analyzes industry responses to campaigns advocating for individual dietary change explicitly as climate action, rather than for ethical and animal rights motivations, which constitute an important but distinct line of advocacy. We draw upon publicly available materials from 1989 to 2023 to trace how these campaigns have been countered by the animal agriculture industry.
Figure from Loy and Jacquet (2025).[i]
Our research indicates that shaping public perception was highly important to the animal agriculture industry. The industry closely monitored scientific research related to methane emissions and their environmental impacts, as well as public debates about dietary change. It sought to influence public perception of its products through advertising and public relations campaigns, while simultaneously working to control and steer discussions regarding its contributions to climate change. To achieve these goals, the industry mobilized its extensive institutional networks, commissioned academic reports, and worked to influence media narratives. Collectively, these strategies appear to have been highly effective.
Our research also notes a shift in industry strategy—from outright opposition to climate-friendly branding efforts, such as promoting “climate-friendly” meat and dairy products. This shift has unfolded over several decades, revealing the animal agriculture industry’s adaptability to changing public and institutional contexts. In the early 1990s, the industry’s connection to climate change was known primarily within limited academic circles, civil society organizations, and specific segments of the public. Today, its role in climate change is more widely recognized—still less prominent than that of the fossil fuel industry, but nonetheless broadly accepted. The industry’s evolving response reflects this new reality. Unable to deny its role in climate change, the industry now seeks to present itself as part of the solution.
In light of our findings, we recommend several key policy measures to help mitigate the animal agriculture industry’s influence on public and environmental policies. Among these is the critical need to emphasize dietary change as a central component of climate action. Given the urgency of the climate crisis, reducing methane emissions stands out as one of the most immediately impactful strategies available. Dietary change offers an accessible way to pursue this goal without requiring extensive infrastructure updates or technological overhauls.
While our study specifically examined dietary change as a form of climate action, industry opposition to shifting diets from animal products to plant-based alternatives has a long history—including, for example, opposing a vegetarian-focused White House Food Day organized by the Jimmy Carter administration in 1977.[ii] Our investigation, however, revealed that the animal agriculture industry labeled climate-focused dietary campaigns as “animal rights extremist campaign[s]”[iii] and “political ploy[s] favored by animal rights groups, designed to increasingly erode consumer demand for meat.”[iv]
More significantly, perhaps in part due to the sustained industry obstruction, over time, civil society groups and particularly environmental groups, seem to have scaled back their ambitions regarding dietary transitions.
Despite the growing body of scholarship showing dietary shifts away from animal products may be a particularly effective form of individual climate action, civil society efforts to encourage dietary change have diminished their ambition. Americans were asked to reduce their beef consumption by 50% in the early 1990s; by the 2000s, they were asked for one meatless day per week. There has also been a discernible shift in the overall recommendation away from “eat less meat” to “eat more plants” (note that these two statements are not equivalent; eating more plants does not necessitate eating less meat). In many cases, NGOs avoid the topic of dietary change altogether citing meat reduction as challenging, ineffectual, and controversial (Loy and Jacquet 2025).1
We hope NGOs reclaim their earlier, more ambitious goals and once again advocate dietary change as an important component of political and environmental action.
[i] Loy, L., & Jacquet, J. (2025). The animal agriculture industry’s obstruction of campaigns promoting individual climate action. Climate Policy, 0(0), 1–10. https://doi.org/10.1080/14693062.2025.2460603
[ii] Wedemeyer, D. (1977, April 22). Food‐day dinner at the White House offers the meat of controversy. The New York Times. https://www.nytimes.com/1977/04/22/archives/foodday-dinner-at-the-white-house-offers-the-meat-of-controversy.html
[iii] Berry, I. (2012, July 25). Market talk: Cattlemen’s group has beef with USDA on Meatless Monday. Dow Jones Institutional News.
[iv] American Feed Industry Association Journal. (2016, Fall). Legislative & regulatory leadership actions. https://web.archive.org/web/20220720183416/https://www.afia.org/pub/?id=43F4AB84-0B49-5D5E-E5B8-6AF647703548