Eating less meat emerged as a significant aspirational goal for many Americans throughout the 2010s, driven by health concerns, exposure of factory farm cruelty, and growing awareness of animal agriculture's environmental impact. Public opinion polls indicated widespread efforts to reduce meat consumption, with institutions like schools and hospitals adopting initiatives such as Meatless Monday. High-profile celebrities experimented with vegan diets, and venture capitalists invested heavily in plant-based meat alternatives, including products from companies like Impossible Foods and Beyond Meat.

The average American consumes over 200 pounds of meat annually, raising questions about the health implications of such high intake. Undercover investigations revealing the conditions within factory farms generated public outrage and fueled the desire for more ethical food choices. Furthermore, the environmental footprint of animal agriculture, encompassing greenhouse gas emissions, land usage, and water consumption, became a prominent concern.

Kenny Torrella, a senior reporter for Vox's Future Perfect section focusing on animal welfare and the future of meat, noted the convergence of these factors in driving the trend toward reduced meat consumption. The rise of plant-based alternatives offered consumers a convenient way to align their dietary choices with their values. Companies like Impossible Foods and Beyond Meat developed products that closely mimic the taste and texture of meat, appealing to a broader audience beyond traditional vegetarians and vegans. Toronto startup New School Foods is also developing plant-based salmon filets.

However, Torrella suggests that the initial momentum behind reducing meat consumption may have waned, requiring renewed focus and effort to maintain progress. The future of meat consumption will likely depend on continued innovation in plant-based alternatives, greater awareness of the environmental and ethical implications of meat production, and evolving consumer preferences.