In recent years, the conversation around meat consumption has become hard to ignore. From documentaries to social media posts, people are more aware than ever about the environmental and health impacts of eating meat. We know that the meat industry contributes heavily to climate change, deforestation, and the depletion of natural resources. We also know that cutting back on meat could drastically improve our health, lowering the risk of heart disease, cancer, and other chronic conditions.
Despite this growing body of evidence, many people continue to eat meat without guilt. In fact, they’ve become quite adept at finding excuses to justify it. Perhaps you’ve heard them yourself: “But vegans are so annoying,” “Plants have to die too,” or “I can’t give up my steak.” According to a new study from the University of Copenhagen, these excuses are not just common—they’re predictable. What’s more, they don’t hold up when we look at the science behind them.
So why do so many of us continue to make these excuses, even when we know the facts? A recent study reveals that these justifications are deeply ingrained in social and cultural norms.
Why We Know Better But Don’t Eat Better
A recent study conducted by researchers at the University of Copenhagen sheds light on why we often find ourselves justifying our meat consumption, even when we know better. The research, led by Ph.D. fellow Thomas Skelly, included six focus groups with Danish consumers. The aim was to understand how people perceive their diets and their environmental impact, particularly regarding meat.
What the study found is both fascinating and telling. While participants universally agreed that reducing meat consumption was one of the most effective things a person could do to reduce their carbon footprint, many of them still refused to make the change in their own lives. In other words, they knew the science, but their actions didn’t align with their knowledge.
As Skelly points out, “All of the participants – predominantly meat eaters – agree that one of the best things a person can do to be a more climate-minded eater is to eat less meat.” However, when it came to their personal consumption, the study uncovered a wide array of justifications for why they wouldn’t take that step. This disconnect between what people know and what they actually do is a key finding of the study.
Kia Ditlevsen, an associate professor involved in the research, highlights how participants would often derail the conversation when confronted with the negative impacts of meat. Instead of addressing the issue head-on, they would shift the focus to other environmental concerns, like food waste or plastic packaging. This pattern suggests that even though people recognize the importance of cutting down on meat for the sake of the environment, their cultural attachment to eating meat remains a strong force, making it difficult to change their behavior.
In short, the study confirms that our excuses for eating meat are not only predictable—they’re rooted in social norms and deeply ingrained habits, despite our awareness of the facts.
The Real Reasons We Won’t Quit Meat
When it comes to justifying our meat consumption, people seem to fall into a few predictable categories of excuses. The research shows that these excuses are not just random thoughts but reflect deeper cultural beliefs and social influences. Here are the top excuses people make, along with a closer look at why they don’t hold up:
1. Cultural Norms and Identity
One of the most common excuses for eating meat is its deep connection to cultural traditions. In many societies, meat is central to family meals, holidays, and even celebrations. This cultural attachment makes it feel almost impossible to imagine a meal without it. As Skelly’s research points out, eating meat isn’t just about nutrition; it’s also about fitting in and maintaining a sense of belonging.
Real-life example: Consider the holiday dinners or Sunday roasts many families hold dear. For many, these moments aren’t just about food; they’re about tradition, bonding, and celebrating together. The idea of changing these deeply rooted practices can seem uncomfortable or even unnecessary—especially when the alternatives might feel unfamiliar or inadequate.
2. Perception of Veganism
Another excuse that comes up often is the stigma around veganism. Many people view vegans as extremists or as individuals who are “too perfect” when it comes to their food choices. There’s a certain cultural perception that vegans are overly righteous or inflexible, which makes the idea of adopting a vegan or even a plant-based lifestyle feel like a radical step.
Real-life example: Have you ever heard someone dismiss the idea of going vegan with phrases like, “I could never be that extreme”? It’s a sentiment that’s all too common. The idea of cutting out meat entirely is often seen as a moral high ground that many people aren’t willing to climb, even if they agree with some of the environmental concerns associated with meat.
3. The “But What About Plants?” Argument
Here’s a classic: “Plants have to die too, right?” This excuse tries to shift the blame from meat consumption to plant-based food production, often pointing to the environmental cost of growing and shipping things like avocados, almonds, or soy. While it’s true that plant-based foods can also have an environmental impact, the reality is that the footprint of animal agriculture—especially red meat—is far greater.
Real-life example: Many people argue that avocados and soybeans are just as harmful to the planet as meat because they require significant resources to produce. While this has some truth, it overlooks a crucial fact: the environmental toll of producing red meat (especially beef) is much higher than that of almost any plant-based food. When we compare the land, water, and emissions required to produce a pound of beef versus plant-based foods, the difference is staggering.
These excuses are often voiced in social settings as a way to justify continuing to eat meat, despite the growing body of evidence that cutting back is one of the most effective things we can do for the environment. But as the study shows, these justifications are not only flawed—they also distract from the real issue at hand.
Why These Excuses Don’t Hold Up
Let’s address these excuses head-on with the facts. While they may sound reasonable on the surface, they don’t hold up when we dig into the science and data surrounding meat consumption and its environmental impact. Here’s why:
1. The Climate Impact of Red Meat
One of the most common excuses revolves around the idea that cutting back on meat won’t make much of a difference in the grand scheme of things. Yet, when we look at the environmental costs of producing red meat—particularly beef—the numbers are undeniable. According to the United Nations, livestock production is responsible for about 14.5% of global greenhouse gas emissions, with beef and lamb taking up the lion’s share.
Red meat requires massive amounts of land, water, and energy to produce. For example, it takes roughly 1,800 gallons of water to produce just one pound of beef. On the other hand, plant-based foods like beans, lentils, and even almonds require far less water and have significantly lower carbon footprints.
In fact, studies show that by reducing our meat consumption, we could cut down greenhouse gas emissions significantly. Just cutting down on red meat alone can reduce a person’s carbon footprint by up to 50%. It’s one of the simplest, most effective steps we can take as individuals to fight climate change.
2. The Health Benefits of Reducing Meat
Another excuse people often give is that meat is a necessary part of a healthy diet. The truth is, while meat can provide essential nutrients like protein, iron, and B12, there are plenty of plant-based sources of these nutrients that can provide the same benefits without the downsides.
Studies consistently show that a diet high in red and processed meats is linked to a higher risk of chronic diseases, such as heart disease, cancer, and type 2 diabetes. Conversely, research has shown that reducing meat consumption—especially red and processed meat—can have immediate health benefits, including lower cholesterol, improved digestion, and better weight management.
For example, a study published by the American Heart Association found that people who reduce their red meat intake can lower their risk of heart disease by 20%. Simply swapping out meat for plant-based proteins like beans, tofu, or lentils can boost heart health and improve overall well-being.
3. The “But What About Plants?” Argument
Let’s tackle the claim that plant-based foods are just as bad for the environment. Yes, it’s true that growing some plants, like avocados, soy, or almonds, requires significant resources, but here’s the catch: when you compare the environmental impact of plant-based foods to animal agriculture, the difference is huge.
For instance, one pound of beef generates about 60 times more greenhouse gases than one pound of plant-based protein sources like beans or lentils. Even with the environmental costs associated with plants, the impact of animal-based foods—especially beef—is far worse. Additionally, plant-based diets tend to be far more efficient in terms of land use. A small amount of land can produce much more plant-based food than it can animal-based food.
So, while no food production system is without impact, choosing plant-based foods over meat—especially red meat—is a far better choice for the environment.
A No-Guilt Guide to Reducing Meat
So, how can we overcome these excuses and make meaningful changes to our diets? The good news is that small, intentional steps can lead to significant improvements for both our health and the environment. Here are some practical tips to help you reduce meat consumption without feeling like you need to go completely vegan or vegetarian.
1. Focus on the Benefits, Not the Sacrifices
One of the reasons people resist reducing their meat consumption is because they focus too much on what they’ll be “giving up.” But the truth is, cutting back on meat doesn’t mean sacrificing flavor or satisfaction. It’s about finding balance. Many plant-based meals are not only good for the planet—they’re also delicious and nutritious.
The health benefits are another important motivator. As mentioned earlier, reducing red meat consumption lowers your risk of heart disease, certain cancers, and diabetes. By replacing some meat meals with plant-based options, you can boost your overall health, feel more energized, and improve your digestion.
Rather than viewing this as a loss, try reframing it as a win for your health and the environment. Focus on how your body will feel better and how much easier it will be to maintain a sustainable lifestyle.
2. Start with Meat-Free Days
If giving up meat entirely feels overwhelming, start with a more manageable approach: meat-free days. Many people find success by designating specific days during the week to go meatless, such as “Meatless Mondays.” These days allow you to experiment with plant-based meals without feeling deprived or pressured to change everything at once.
It doesn’t have to be complicated. Start by swapping out a few familiar meat dishes with plant-based alternatives. Try a hearty vegetable stir-fry instead of a beef stir-fry, or a delicious lentil curry instead of a chicken curry. As you get more comfortable, you can gradually increase the number of meat-free days.
3. Embrace Plant-Based Meals the Star
Many people default to meat-based dishes because it’s what they’re used to. But what if plant-based meals were the centerpiece, rather than just an afterthought? Explore different cuisines that naturally feature plant-based dishes, like Mediterranean, Indian, or Middle Eastern food. These cuisines offer a wealth of flavorful and satisfying options that are primarily plant-based and bursting with nutrients.
Real-life example: A Mediterranean platter with hummus, tabbouleh, falafel, and roasted vegetables can be just as filling and delicious as a steak dinner. Similarly, a vegetable curry with lentils or chickpeas can easily rival a chicken curry in taste and satisfaction.
4. Don’t Be Hard on Yourself
Lastly, remember that change takes time. You don’t have to go from eating meat every day to being completely plant-based overnight. Progress is what matters. If you slip up or find it hard to stick to your goals, don’t be too hard on yourself. Every small step counts, and the more you reduce meat consumption, the better off you—and the planet—will be.
By shifting the focus from the excuses to the tangible benefits, taking small, manageable steps, and surrounding yourself with a supportive community, reducing meat consumption doesn’t have to feel like an impossible task. You don’t have to become a full-fledged vegan to make a difference. Every change you make—no matter how small—adds up. Together, we can all play a part in creating a more sustainable, healthier world.
Making a Difference, One Bite at a Time
At the end of the day, the excuses for eating meat are more about social norms and ingrained habits than actual facts. We know that reducing meat consumption is one of the most effective ways to improve our health and help the environment. Yet, as the study shows, many of us cling to outdated justifications to keep our diets the same.
The good news is that making the change doesn’t have to be all-or-nothing. Small, manageable steps can make a big difference. By focusing on the benefits—whether it’s feeling better, supporting sustainability, or simply trying new meals—we can gradually move toward a more balanced, eco-friendly way of eating.
Don’t be discouraged by the cultural norms or the pressure to be perfect. Every small change counts, and each step we take helps reduce the impact of our food choices on the planet. The journey towards eating less meat doesn’t have to be perfect, but it does have the power to create meaningful change—both for our health and for the world around us.
Source:
- Skelly, T. A., & Ditlevsen, K. (2024). Bad avocados, culinary standards, and knowable knowledge. Culturally appropriate rejections of meat reduction. Journal of Consumer Culture. https://doi.org/10.1177/14695405241243199
