The Psychology Trick to Halve Meat Consumption • Dr Joel Ginn PhD Ep91

Environmental psychologist Dr. Joel Ginn discusses his recent research paper on plant-based defaults and how subtle changes to choice architecture can significantly reduce meat consumption and encourage more sustainable behaviors.

His research challenges one of the biggest assumptions in behavior change: do we need to persuade people to eat less meat, or can we achieve the same outcome and more by simply changing the food environment?

For restaurant menus, government forms, and climate campaigns: discover one of the most powerful—and underused—tools for designing real-world behavior change.

In this episode, you’ll learn how to:

• Design default choices that make sustainable actions the easiest option.
• Reduce cognitive load by simplifying choices instead of overwhelming people with information.
• Use menus, forms, websites, and enrollment processes to increase participation in green programs.
• Structure campaigns using choice architecture rather than relying on education alone.
• Apply behavioral science to create lasting shifts in everyday environmental decisions.

LINKS

👉 ⁠⁠Get Katie's FREE Action Design Tips⁠⁠

🌈 ⁠⁠⁠ ⁠⁠⁠⁠Apply to The School of Climate Action Design⁠⁠

🌏 ⁠⁠Join Earth Doctors: 12 Weeks of Gamified Action for Kids⁠⁠ ⁠⁠earthdoctor.us⁠⁠

📦 ⁠⁠SHOP Climate Games, Books, Calendars + More⁠⁠

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How to Save the World explores the psychology of designing climate action that works. Environmental engineer, designer, and author Katie Patrick dives into the latest behavioral science from Harvard, MIT, Stanford, and other leading research institutions to uncover the evidence-based principles that inspire people to adopt sustainable behaviors. Each episode turns academic research into practical tools you can use to grow participation, change behavior at scale, and reach the tipping point of change in your community.

Follow Katie on: Instagram ⁠⁠⁠https://www.instagram.com/katiepatrickhello⁠ LinkedIn ⁠⁠⁠https://www.linkedin.com/in/katie-patrick

This podcast is a production by Hello World Labs