Rejected Lancet Correspondence: Reducing Meat Consumption by Intensifying Public Awareness

The following rejected correspondence was written in respond to the editorial published in the Lancet. 

Title: Reducing Meat Consumption by Intensifying Public Awareness

 Vivek Podder; Md. Ferdous Rahman

The Lancet editorial (November 24, p 508)1 highlighted impact of increasing meat consumption on ecological sustainability and consumers’ health. The growing demand of meat from increasing population and consequent increase in their production can be mitigated by taxing red and processed meat, reducing their consumption. We would like to specify one missing aspect to this debate. 

Missing from this debate, however, is the public awareness of the health and environmental impact of meat and attitudes to reduce their consumption as studied by Clonan and their colleagues. [2] Public perception of meat as healthy food could limit their meat consumption as reflected in the UK dietary guidelines stating, “meat is a good source of protein in your diet, as well as vitamins and minerals”.2

Promotion of conscious behavioral changes and intensifying awareness of meat consumption risks may benefit population health by subsequently reducing their consumption. Studies have found informational campaigns targeting specific consumer groups are effective in increasing awareness and promoting knowledge about the balanced products, which can substitute meat.3 This will also require taking individual social and cultural contests into account as studied by Macdiarmid and their colleagues.4 

To attain this, we need better understanding of the factors and beliefs that motivate people to consume more meat. When these factors are identified, effective interventions can be designed for specific populations. Therefore, healthcare professionals, nutritionists and policy makers should work together in developing dietary guidelines that balance our eating desire with the need to preserve sustainable ecosystem.


1. The Lancet. We need to talk about meat. Lancet 2018; 392: 2237.
2. Clonan A, Wilson P, Swift JA, Leibovici DG, Holdsworth M. Red and processed meat consumption and purchasing behaviours and attitudes: impacts for human health, animal welfare and environmental sustainability. Public Health Nutr 2015; 18(13):2446-56.
3. Silva C, Manzano FP. Environmental and Health Cost of Meat: How to Reduce Consumption? JSM Nutr Disord 2017; 1(1): 1004.
4. Macdiarmid JI, Douglas F, Campbell J. Eating like there's no tomorrow: Public awareness of the environmental impact of food and reluctance to eat less meat as part of a sustainable diet 2016. Appetite; 96:487-93.