Plant-Based Defaults

Most of us grew up in cultures where animal-based foods were the default: meat, dairy, fish, and eggs were the norm for every meal.

Our response? Flip food norms so plant-based food is the default, with animal products available by request only.

The idea of defaults—and their powerful impact on human behavior—was popularized in the book “Nudge” by Harvard professor Cass Sunstein (BFF Board of Advisors member) and Nobel Laureate Richard Thaler. Put simply, humans tend to go along with the status quo; whatever is the default is what most people will select simply because choosing another option requires expending effort, time, or money.

This subtle yet powerful change can have a profound impact on human behavior, leading to a massive reduction in the consumption of animal products and paving the way for a more plant-centered food culture.

Over the past decade, our team, in collaboration with partners and researchers, has conducted extensive investigations to identify the most effective methods to shift to plant-based foods across various dining settings. Through careful experimentation and analysis, we have developed a comprehensive collection of tips and tools known as plant-based default strategies. These evidence-based recommendations provide practical tools for nudging people towards more plant-based eating choices, making plant-based options the natural and preferred choice in various environments.

There are many ways to “nudge” diners to better choices. Here are the top five.

Top 5 Nudge Strategies

1. Plant-Based Defaults: Make plant-based food the default option with animal products available by request only. (The most successful Nudge!)

2. Climate-Friendly Ratios: Make plant-based foods the most plentiful by increasing to a 2:1 ratio of plant-based to animal-based proteins and entrees.

3. Prime Placement: Make plant-based foods the most visible by placing them front and center.

4. Subtle Substitutions: Swap animal ingredients, like egg or dairy, for plant-based alternative ingredients across your recipes.

5. Tasty Titles & Descriptions: Update plant-based menu titles and descriptions to sound delicious to increase consumption.

Default Strategies Explained

Where can plant-based defaults be used?

Anywhere food is served.

Plant-based default strategies are transforming food across entire industries and sectors—from universities to corporate cafeterias, sports venues, schools, events, cities, coffee shops, restaurants, and more. Discover how various industry sectors are adopting plant-centered dining by utilizing plant-based defaults.

Keep campus cool

Universities

Green city food policy

Cities

Oat Milk by Default

Coffee Shops

Adoptions & Impact

The widespread adoption and impact of plant-based defaults are a testament to the strategy’s broad appeal. In both the private and public sectors, people of all ages, faiths, professions, cultures, and ideologies are discovering the power of plant-based defaults and nudges. Here is a snapshot of those stories.

Plant-Based Defaults’ Impact

How We Partner

We collaborate with NGOs, businesses, educators, food service leaders, and policymakers to promote and scale plant-based default strategies throughout our food system. As part of a growing network of experts, advocates, and changemakers, we are accelerating the transition to plant-centered food systems and normalizing plant-based defaults across various industries and sectors.