In user experience (UX) design we prefer to change people’s intended behaviours. You see, all these different kinds of foods exist because there is a group of people that enjoy consuming them. In my case, I am a food lover, always wanting to taste new things. I wouldn’t want to enforce my personal opinion about specific tastes on anyone. However, if I had a magic wand, I would like to change the taste of meat to look a bit more like dirt every day.

I do like meat, however, I know how it negatively affects the environment, due to the great consumption. If I could cancel meat, that would be a huge disappointment for every person that like’s eating meat, including myself. By changing the taste little by little every day, I hypothesise that the consumption will decrease naturally by people over the next few years.

The added benefit of altering the taste slowly, is that you can test how much consumption is decreased each day. This would allow us to find a balance between low consumption, acceptable taste and no negative environmental effects.