Is food finally becoming the core of the climate conversation?
It's summer 2023, and the tide is turning.
For approaching two decades, we citizens have been taking on the message that our holidays are killing the planet, and every flight we take is a blatant disregard for our climate crisis. When in fact, it's been our cup of coffee all along.
So what's taken so long?
-
Multi-generational invested interests and romanticised advertising is an obvious starting point
-
But the sheer and utter complexity of the matter presents a truly unique comprehension and communication challenge
-
Food permeates everything, everyday, for everyone, everywhere; and this make the stakes emotional not just practical
-
Conversely, the dissonance created by the necessity and routine of consumption means users wish to avoid emotional burden
-
The common tactic of shaming the user is tricky as eating is a non-negotiable, least we forget global hunger
It's this complex and contradictory cocktail as to why it has taken so long for food to reach the core of the climate conversation, and this mix will continue to present significant hurdles as we seek to simultaneously decrease the climate impact whilst increasing access to food.
A follow up on point 5:
We do see elements of this trick being applied in-and-around the plant-based space, and we also see the backlash this approach creates.
However the technology, science and knowledge we have at our disposal is incredible, and everyone, I believe, will ultimately be able to eat what they want just produced in a far less detrimental way. Because that's the goal, not elimination of food types, just practices (now that we have the data that categorically proves how devastating the food production system has become). And this is where the carnivore gaslighting approach loses the debate and denigrates the wider conversation.
The deciding issue will come down to affordability (cue point 3), and it's worth mentioning that this isn't a new issue, communities who breakfasted on oysters for centuries, no longer do so due to price as a consequence of our present day food system.
Moving forward we will see a renewed hierarchy of what is deemed high value or what becomes commoditised. And this flux has been happening since the very beginning.
Summer 2023