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An international, collaborative network of communications professionals in the field of climate, energy and nature
Focusing on Argentina, Brazil, South Korea, France and Spain. Who are the distinct groups of people when it comes to the consumption of meat? How can each of these segments be convinced to reduce their meat consumption?
We identified and profiled six segments based on social media profiles, which covered the full range of attitudes to meat reduction from strong rejectors to pro-active advocates. We identified the key communications levers that can be used to nudge each segment closer to reducing their overall meat consumption.
We also identified each segment’s broader interests, to give the client a starting point for media strategies and partnerships.
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