Behavioural Trial - sustainable diet shift (part 1 of 2)

The ideas on this trial were guided by an internal social science evidence review on the current gaps around healthy and sustainable diets (e.g. decreasing animal-based food consumption specifically, or on increasing plant-based food consumption beyond fruit and vegetable). In essence, there is little evidence focused on sustainable diets and what works to shift public acceptability towards these diets compared to healthy diets, and even less on the co-benefits. Fiscal interventions, promotion and placement (choice architecture) interventions were found to be highly effective based on high quality evidence however the review highlighted that we need more real-world interventions, with evaluation, including measuring long-term effectiveness, cost-effectiveness, and unintended consequences e.g. spill over effects, substitution effects e.g. financial incentives have been shown to work but the longer term impacts are less clear.