On current trends, meat and dairy consumption is predicted to double by 2050, and with it being one of the largest industries contributing to greenhouse gas emissions, the rate at which we're eating meat isn't sustainable.
To make a start at incentivising people to eat less meat, we launched the first phase of Meat Your Match - the Protein Challenge; campaign that initially targeted male gym enthusiasts with a challenge of replacing half of their animal-based protein with plant-based protein.
After the two month period, 80% of participants successfully halved the amount of meat they ate, with 86% of these going on to say they are likely to continue to reduce their meat intake as a result of the challenge.
Find out more and read the full report: www.hubbub.org.uk/meat-your-match
