Don't mention meat

A new analysis of mainstream media coverage for Madre Brava has found just 0.4% of it on average mentions meat or livestock production. 

The analysis, carried out by Zero Carbon Analytics lays bare the gap between meat production’s  impact on the planet and the public discourse. 

Moreover, YouGov polling commissioned by Madre Brava suggests the public in the United States and Great Britain think the media does little to help them understand the link between food choices and climate change.

This is also true of social media, and points to a wider problem: that we are not clued up enough about the climate impacts of our diets. 

Madre Brava’s new briefing, ‘Don’t Mention Meat’ looks at these findings and delivers three recommendations: 

Medi‌a outlets‌

Increase and improve reporting on the outsized impact of meat prod‌uction on the climate. This will empower informed public, business and policy choices and accountability.‌

Climate non-governmental organisations and thought leaders‌

‍Make livestock emissions central to your communications strategy. Highlighting animal agriculture's significant contribution to climate change will shift narratives, raise awareness, and build the case for change.‌

Philanthropic Organisations‌

Strategically invest in initiatives addressing meat overproduction and overconsumption. This area of climate action is underfunded.‌ ‌

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Read our full briefing.

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