Sadly, I think the only thing that will make a big impact in changing people's consumption will be related to antibiotic resistant mass-contamination events.
A few back to back meat recalls in the US got me to try vegetarianism 8 years ago. The animal welfare element only developed after I started learning about the new diet I was on.
It also helps to promote stories of very healthy vegetarians (especially pro athletes). My favorites were Carl Lewis, Herschel Walker, and Venus Williams. There are many more out there.
The key is to find decent, not too complex recipes. Dropping a slab of meat on the grill is so easy and results in such a tasty primary component of a meal; but making an interesting vegetarian meal requires more effort (at first). Once you know some good recipes, you get to the point where the only time you miss meat is when you're at a festival and you smell barbeque :).
A few back to back meat recalls in the US got me to try vegetarianism 8 years ago. The animal welfare element only developed after I started learning about the new diet I was on.
It also helps to promote stories of very healthy vegetarians (especially pro athletes). My favorites were Carl Lewis, Herschel Walker, and Venus Williams. There are many more out there.
The key is to find decent, not too complex recipes. Dropping a slab of meat on the grill is so easy and results in such a tasty primary component of a meal; but making an interesting vegetarian meal requires more effort (at first). Once you know some good recipes, you get to the point where the only time you miss meat is when you're at a festival and you smell barbeque :).