“Many people are aware that their food choices have real-world consequences but believe that the only solution is to completely eliminate meat from their diet,” said Kateman. “While this all-or-nothing mindset can be discouraging to the 95% of individuals who are not vegetarians or vegans, the #LessMeat Pledge empowers everyone to make healthier and more eco-friendly food choices in a manageable way under an inclusive identity - Reducetarian.”
I confess, I was initially a little skeptical.
You get the idea. I was pondering on the value of yet another conceptual framing of a fairly simple idea. But I might be overthinking it.
While the Weekday Vegetarian, VB6 and Meatless Mondays concepts focus on a very specific strategy—often with a view to being a gateway drug leading to further reductions—the Reducetarian concept, to me at least, suggests there is value in eating less animal products, and it's up to you how you achieve that goal. (It does begin with a pledge to eat less meat for 30 days.)
Human beings like to follow trends. We like to join clubs. The Reducetarian movement means there is one more club out there that is pursuing a very worthy, very important goal. And if it's a goal you'd like to support, there's an Indiegogo campaign underway to raise $20,000 ($15,000 of which will be matched by other donors) to build an online community, cookbook, app and educational workshops aimed at promoting a lower meat diet.