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 Impossible Foods and Beyond Meat.

The average American consumes over 200 pounds of meat annually, raising concerns about potential health consequences. Undercover investigations revealing the conditions within factory farms sparked outrage and ethical considerations. Simultaneously, the substantial environmental footprint of animal agriculture, encompassing greenhouse gas emissions, land usage, and water consumption, gained increased media attention.

Kenny Torrella, a senior reporter for Vox's Future Perfect section specializing in animal welfare and the future of meat, noted the convergence of these factors in driving the trend toward reduced meat consumption during the past decade. While the initial momentum was strong, recent shifts in consumer behavior suggest a potential plateau or even a reversal of this trend.