Plant-Based by Default is a simple way to serve healthier, sustainable meals by ‘nudging’ consumers toward the best choice. Simply by changing the default, diners are more likely to choose plant-based meals.
The idea of defaults—and their powerful impact on human behavior—was popularized in the book called Nudge by Harvard professor Cass Sunstein 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 an 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, with the goal of making plant-based options the natural and preferred choice in different environments.
There are many ways to “nudge’ diners to better choices, here are the top five.
Plant-Based Default strategies are transforming food across entire industries and sectors–from universities, corporate cafeterias, sports venues, schools, events, cities, coffee shops, restaurants, and more. Learn about how many industry sectors have embraced plant-centered dining using plant-based defaults.
Plant-Based Defaults widespread adoption and impact are a testament to the strategy’s broad appeal. In private and public sectors, on the Atlantic and Pacific coasts, people across sectors, ages, faiths, professions, cultures, and ideologies are discovering the power of Plant-Based Default and other nudges. Here is a snapshot of those stories.
Plant-Based Defaults ImpactWe partner with NGOs, businesses, educators, food service leaders and policymakers to spread and scale Plant-Based Default strategies throughout our food systems. We’re part of a growing ecosystem of experts, advocates and changemakers who are helping make plant-based foods the norm across different industries and sectors.
How We Partner