Last year, the UN came out with a report on climate change that said that the livestock industry generates more greenhouse gases than all forms of transportation all over the world. It sounds pretty unbelievable, but it's true: methane is 21 times worse, climate-wise, than carbon dioxide, so all those cow farts are screwing up the environment a lot worse than SUVs are.
Thing is, a lot of environmental groups and figures like Al Gore aren't saying anything about the livestock industry, at least not the same way they're talking about cars and coal-burning power plants and fluorescent lightbulbs. But today, the NY Times speaks up about it: an article about meat as a cause of global warming is right there in the Business section. The big environmental groups aren't targeting meat in their campaigns, but, not surprisingly, animal rights groups are.
PETA has this ad directed at Al Gore, who didn't include anything about the meat industry in An Inconvenient Truth:
It's funny in that blunt, mean PETA way, and it's good to let people know that not eating a lot of meat will help the environment. But when groups like PETA or The Humane Society (who made the car key/fork ad above) talk about the environment only in terms of saving animals, it probably won't convince people to change their behavior. PETA is good at stopping KFC from chopping the beaks off chickens and sometimes getting attractive people to pose naked, but we need more mainstream environmental groups to start talking about the meat thing.
And why shouldn't they? The head of the Sierra Club says "we do not find lecturing people about personal consumption choices to be effective." But they have no problem telling people to take public transportation more often and to buy different air conditioners and those damn ugly fluorescent bulbs.
Is reducing meat consumption just too radical for environmentalists to mention? Even ELECTRIC COMPANIES are telling consumers to buy appliances that use less electricity to help reduce global warming.
It reminds me of the dust-up over top selling diet book Skinny Bitch that women are buying like crazy, then becoming outraged by one of the central messages of the book: a good way to lose weight is to be a vegan. In another Times article, we learn about readers such as Laura McGlinchey, 41-year-old computer network manager:
She bought the book on Amazon because she was attracted by the packaging and "irreverent tone."
So she was surprised to encounter chapters on meat and poultry farming practices. "It seemed to be pushing more of a PETA agenda," she said, referring to People for the Ethical Treatment of Animals, an animal-rights advocacy group. Ms. McGlinchey said she was so fed up that she didn’t even finish the book.
Aww, poor little offended baby. As Skinny Bitch author Rory Freedman said, "They’re mad that they spent $14 on a book that was not what they thought, but they’re not mad that chickens are having beaks chopped off their faces? How is that possible? I can’t even wrap my mind around that."
It seems like the best way to get people to actually change their behavior is to create a product that they can buy to feel like they're helping to save the environment. Toyota and Honda have done a great job letting drivers know how their hybrid cars are good things to buy if you want to reduce emissions, and Panasonic will happily tell you all about their energy-saving flat screen TVs.
The corporations that would benefit from more consumers adopting vegetarian diets need to get on the ball with marketing some celebrity-endorsed tofu. Forget those Sierra Club wimps--Vitasoy and Morningstar, you guys get on the phone with Pamela Anderson and Forest Whitaker and make some good ads, OK?