Beyond Factory Farming: Björn Ólafsson on the Psychology of Meat Reduction and Plant-Based Nudges

Animal advocacy researcher Björn Ólafsson (More Than Meats The Eye, Better Food Foundation, Spain’s Animal Welfare Observatory) joins Jasmin and Mariann to unpack new UK survey data on public attitudes toward factory farming, why cognitive dissonance keeps animal lovers eating meat, and the behavioral science tactics — from “tasty titles” to plant-based defaults — that are quietly reshaping what people order.

• New Project Phoenix survey data reveals a generational paradox: older Brits are more likely to call factory farming immoral, while younger people are more likely to actually reduce meat consumption
• Why cognitive dissonance, not ignorance, explains why animal lovers keep eating meat — and how activists can avoid triggering defensiveness in the first place
• The case for dropping the word “vegan” from menus in favor of appealing, flavor-forward food names
• How plant-based nudges (climate-friendly ratios, plant-based defaults) are quietly increasing vegan food uptake in cafeterias, hospitals, and universities
• Why “high-arousal” emotions like anger — not sadness — are what make facts about animal agriculture go viral

ABOUT OUR GUEST

Björn Ólafsson is an animal advocacy researcher and communicator, and the author of More Than Meats the Eye, a Substack that translates behavioral science and social research into practical strategy for advocates working on meat reduction. He has a background in psychology and behavioral science at the University of Chicago and the Center for Decision Research, and sociology and demography at Universitat Pompeu Fabra. Currently, he’s also the Impact Specialist at Spain’s Animal Welfare Observatory and a Research Specialist at the Better Food Foundation. He also works as a freelance researcher and consultant in the movement, involving collaborations with Veganuary, Te Protejo, V-Label, Bank for Nature, Project Phoenix, VARC, Ethical Seafood Research, Agora, and more, this year alone.

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