Also, we want this to be your movement. We’re fans of folks like Nicolette Hahn Niman who encourage consumers to eat less meat, but better (sustainably raised) meat. But we leave it up to our adopters to define Meatless Monday. We work with so many different groups–cities, schools, campuses, restaurants, worksites, chefs, dietitians–that it makes sense to allow each one to shape its message to its specific audience. This flexibility allows people to feel personally invested in our campaign (which is vital in building a national movement).
Perhaps the most important factor in the growth of Meatless Monday is, well, anxiety. There’s a lot of worry out there over large, looming crises: climate change, the obesity epidemic, food safety, environmental degradation, animal rights, budgetary woes, etc. Meatless Monday is a direct, personal response to these global fears, something we can all do that positively impacts these issues. In this way, we can tap into the energy and support of the many groups worldwide fighting these causes, making their platforms our platforms.
Experts are forecasting record U.S. meat prices on the horizon. At a time of high unemployment and economic uncertainty, that’s bad news for our meat-loving nation. Americans are going to have to start eating a little less meat. From this perspective alone, the time is right for Meatless Monday. Ultimately, after all the elaborate justifications and cross-competing agendas, Meatless Monday is about one simple thing: eating more vegetables. Isn’t that something we can all get behind?