"John did not want to give up beef entirely, but he feared the impact of the beef industry on the Paris agreement's limit of 1.5C of post-industrial global heating and the devastating effects of beef farming on deforestation. He compared the overconsumption of beef to the coolness of tobacco back in the day: Norms feel permanent, but norms can change and when they do it can be powerful, he said."
"When Luca found that video, the idea of beef days resonated with him he loved beef, but not the industry's impact on the planet. He also found the concept of going entirely vegetarian intimidating. It's little changes that could make a difference, he said. I'm not preachy about it. I hate blaming consumers for what the industry does. More than a year on, Vlad continues to observe beef days."
Vlad Luca, 25, loves beef but eats it only four times a year on designated beef days. The beef days concept was popularized by brothers John and Hank Green on their long-running YouTube channel. In June 2024 John Green committed to eating less beef, inspired by early modern humans' feast days, aiming to reduce the beef industry's contribution to exceeding the Paris Agreement's 1.5C target and to curb deforestation. He framed changing consumption norms as powerful, likening overconsumption to tobacco's past social cachet, and adopted four beef days annually for his family. The practice appealed to young people like Luca who seek moderate, realistic climate actions and avoid all-or-nothing approaches.
Read at www.theguardian.com
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