Björn Jóhann
@bjornjohann.bsky.social
Professional science communicator -- working on evidence-based ways to change our food systems for good. Barcelona based. Bird dad.
Read my work: https://bjornjohannolafsson.substack.com/
Support my work: buymeacoffee.com/bjornolafsson
Read my work: https://bjornjohannolafsson.substack.com/
Support my work: buymeacoffee.com/bjornolafsson
Pinned
Björn Jóhann
@bjornjohann.bsky.social
· Jul 10
The Economic Arguments for Global Meat Reduction
These scientific studies show how meat reduction would supercharge global economies, save money, and create jobs. This is a powerful argument that is underutilized in political conversations!
open.substack.com
Have you heard that vegan diets are too expensive or that a plant-based food system would cost us jobs? Well.... the data says otherwise.
In my latest substack, I explore the studies that explain why reducing meat consumption would actually BENEFIT the economy.
Take a read now!
In my latest substack, I explore the studies that explain why reducing meat consumption would actually BENEFIT the economy.
Take a read now!
Filling out this EU survey on animal welfare might be the biggest action you can take for animals this year.
Here is the link: ec.europa.eu/info/law/bet...
Here is the link: ec.europa.eu/info/law/bet...
European Commission - Have your say
European Commission - Have your say
ec.europa.eu
November 26, 2025 at 11:12 AM
Filling out this EU survey on animal welfare might be the biggest action you can take for animals this year.
Here is the link: ec.europa.eu/info/law/bet...
Here is the link: ec.europa.eu/info/law/bet...
Lild UK calls for mandatory plant-based protein targets! This is exactly the sort of thing I was talking about in my piece on grocery stores—it’s going to be extremely difficult to push consumers to replace animal meats with plant-based via nudges alone, we need more comprehensive strategies.
November 26, 2025 at 11:05 AM
Lild UK calls for mandatory plant-based protein targets! This is exactly the sort of thing I was talking about in my piece on grocery stores—it’s going to be extremely difficult to push consumers to replace animal meats with plant-based via nudges alone, we need more comprehensive strategies.
Different demographic groups eat different amounts of meat. By far the biggest demographic factor that predicts beef consumption in developed countries is gender. Men consistently eat more meat than women.
November 24, 2025 at 12:15 PM
Different demographic groups eat different amounts of meat. By far the biggest demographic factor that predicts beef consumption in developed countries is gender. Men consistently eat more meat than women.
If we want to get hard-core meat-lovers to buy alternative proteins in supermarkets, the biggest factor will likely be price: they are willing to pay far less than flexitarians are.
November 21, 2025 at 9:53 AM
If we want to get hard-core meat-lovers to buy alternative proteins in supermarkets, the biggest factor will likely be price: they are willing to pay far less than flexitarians are.
Today, I took ten minutes to give my feedback to the EU about farmed animal welfare standards.
Making sure my voice is heard can go a long way in protecting animal welfare standards! You should contribute too!
Here is the link to submit! You don't even have to be European to do so!
Making sure my voice is heard can go a long way in protecting animal welfare standards! You should contribute too!
Here is the link to submit! You don't even have to be European to do so!
European Commission - Have your say
European Commission - Have your say
ec.europa.eu
November 20, 2025 at 10:52 AM
Today, I took ten minutes to give my feedback to the EU about farmed animal welfare standards.
Making sure my voice is heard can go a long way in protecting animal welfare standards! You should contribute too!
Here is the link to submit! You don't even have to be European to do so!
Making sure my voice is heard can go a long way in protecting animal welfare standards! You should contribute too!
Here is the link to submit! You don't even have to be European to do so!
Reposted by Björn Jóhann
An informative post from @bjornjohann.bsky.social !
Not only is it not easy to find effective ways to increase sales of plant-based products in supermarkets, but an increase in plant-based sales does not translate into a reduction in meat purchases!
bjornjohannolafsson.substack.com/p/supermarke...
Not only is it not easy to find effective ways to increase sales of plant-based products in supermarkets, but an increase in plant-based sales does not translate into a reduction in meat purchases!
bjornjohannolafsson.substack.com/p/supermarke...
Supermarkets Are the Next Big Challenge for Meat Reduction
We buy so much meat at grocery stores, so it's crucial to figure out how to lower animal product consumption in retail. I'm not convinced we've found a solution.
bjornjohannolafsson.substack.com
November 19, 2025 at 9:44 AM
An informative post from @bjornjohann.bsky.social !
Not only is it not easy to find effective ways to increase sales of plant-based products in supermarkets, but an increase in plant-based sales does not translate into a reduction in meat purchases!
bjornjohannolafsson.substack.com/p/supermarke...
Not only is it not easy to find effective ways to increase sales of plant-based products in supermarkets, but an increase in plant-based sales does not translate into a reduction in meat purchases!
bjornjohannolafsson.substack.com/p/supermarke...
Just got blocked by an influential climate writer for pointing out factual inaccuracies in their post!
Look, I literally don't even use AI. I'm not a proponent or advocate. I AM a proponent of using accurate datapoints when discussing industry impacts on the environment.
Look, I literally don't even use AI. I'm not a proponent or advocate. I AM a proponent of using accurate datapoints when discussing industry impacts on the environment.
It's far better than 1000x than a city, which is what the book was trying to claim!
What's important when thinking about environmental issues is placing these numbers in context of other energy/water demands. AI uses less water than gold courses, lawns, and FAR less than factory farming.
What's important when thinking about environmental issues is placing these numbers in context of other energy/water demands. AI uses less water than gold courses, lawns, and FAR less than factory farming.
November 19, 2025 at 9:16 AM
Just got blocked by an influential climate writer for pointing out factual inaccuracies in their post!
Look, I literally don't even use AI. I'm not a proponent or advocate. I AM a proponent of using accurate datapoints when discussing industry impacts on the environment.
Look, I literally don't even use AI. I'm not a proponent or advocate. I AM a proponent of using accurate datapoints when discussing industry impacts on the environment.
Factory farming representatives are getting angry that higher-welfare meat brands are allying with animal advocates to lobby for better welfare standards for farmed animals in the US.
November 19, 2025 at 8:50 AM
Factory farming representatives are getting angry that higher-welfare meat brands are allying with animal advocates to lobby for better welfare standards for farmed animals in the US.
Good news! Tyson has agreed to stop some of their most egregious greenwashing claims!
Tyson Foods to Stop Making 'Climate-Smart' Beef & Net-Zero Claims After Lawsuit
US meat giant Tyson Foods has settled a greenwashing lawsuit, agreeing to stop labelling its beef as climate-friendly or claiming it will reach net zero by 2050.
www.greenqueen.com.hk
November 18, 2025 at 9:05 PM
Good news! Tyson has agreed to stop some of their most egregious greenwashing claims!
New from me: transforming our supermarkets is crucial to reduce meat consumption, and we're going to need to use many strategies to fix them.
Supermarkets Are the Next Big Challenge for Meat Reduction
We buy so much meat at grocery stores, so it's crucial to figure out how to lower animal product consumption in retail. I'm not convinced we've found a solution.
bjornjohannolafsson.substack.com
November 13, 2025 at 2:19 PM
New from me: transforming our supermarkets is crucial to reduce meat consumption, and we're going to need to use many strategies to fix them.
New study proves (again!) that animal-free diets are the best for the planet: nutritionally sound vegan diets nearly halved the carbon footprint of omnivorous diets
November 11, 2025 at 4:24 PM
New study proves (again!) that animal-free diets are the best for the planet: nutritionally sound vegan diets nearly halved the carbon footprint of omnivorous diets
It's World Vegan Day! Go find a farmed animal and give them a hug.
November 1, 2025 at 6:13 PM
It's World Vegan Day! Go find a farmed animal and give them a hug.
New from me: bjornjohannolafsson.substack.com/p/the-scienc...
Do More Vegan Options Mean More Vegan Orders? The Data Behind Menu Ratios
Want more people to order plant-based? It’s not just about adding vegan options — it’s about changing the ratio.
bjornjohannolafsson.substack.com
October 23, 2025 at 6:36 PM
New from me: bjornjohannolafsson.substack.com/p/the-scienc...
Big Meat is just as bad for the climate as Big Oil. A new report reveals that industrial meat companies emit more greenhouse gases than fossil fuel corporations, such as Shell and ExxonMobil.
October 22, 2025 at 9:26 AM
Big Meat is just as bad for the climate as Big Oil. A new report reveals that industrial meat companies emit more greenhouse gases than fossil fuel corporations, such as Shell and ExxonMobil.
Interesting — a new study shows that exposure to appeals to plant-based eating increases defensiveness and that people with anti-social personality traits are more likely to get defensive.
October 21, 2025 at 12:27 PM
Interesting — a new study shows that exposure to appeals to plant-based eating increases defensiveness and that people with anti-social personality traits are more likely to get defensive.
New from me! Why "vegan" isn't an effective word in getting people to order plant-based options on a menu.
We have lots of other options, including nudging health, sustainability, and most of all, taste.
I break down all the research here:
We have lots of other options, including nudging health, sustainability, and most of all, taste.
I break down all the research here:
Stop Calling Foods “Vegan” — Here's What Works Instead
Names matter. We need to stop calling foods "vegan" and start using other, more exciting labels.
bjornjohannolafsson.substack.com
October 7, 2025 at 1:45 PM
New from me! Why "vegan" isn't an effective word in getting people to order plant-based options on a menu.
We have lots of other options, including nudging health, sustainability, and most of all, taste.
I break down all the research here:
We have lots of other options, including nudging health, sustainability, and most of all, taste.
I break down all the research here:
The new EAT-Lancet Planetary Health Diet report is crystal-clear: we are eating far too much meat than is sustainable.
We need a food systems shift: more fruits, vegetables, grains, and plant proteins. Fewer animal products. Period.
We need a food systems shift: more fruits, vegetables, grains, and plant proteins. Fewer animal products. Period.
October 3, 2025 at 10:52 AM
The new EAT-Lancet Planetary Health Diet report is crystal-clear: we are eating far too much meat than is sustainable.
We need a food systems shift: more fruits, vegetables, grains, and plant proteins. Fewer animal products. Period.
We need a food systems shift: more fruits, vegetables, grains, and plant proteins. Fewer animal products. Period.
I don't think celebrities are very good at shifting our diets, despite the fact that they seem to set trends and shift culture. Here's why:
bjornjohannolafsson.substack.com/p/vegan-cele...
bjornjohannolafsson.substack.com/p/vegan-cele...
Why You (Probably) Don’t Need to Worry About Ex-Vegan Celebrities
While they can nab the limelight, influencers are less likely to be able to shift our diets to being more (or less) meat-free.
bjornjohannolafsson.substack.com
September 30, 2025 at 8:56 AM
I don't think celebrities are very good at shifting our diets, despite the fact that they seem to set trends and shift culture. Here's why:
bjornjohannolafsson.substack.com/p/vegan-cele...
bjornjohannolafsson.substack.com/p/vegan-cele...
This is extremely poor framing. It is not a "taste for soya" destroying the Amazon, it's a taste for meat. The VAST majority of soy grown in Brazil is due to animal agriculture, but your article never mentions this fact.
Your readers are walking away with a poor understanding of this issue.
Your readers are walking away with a poor understanding of this issue.
How the world’s taste for soya is eating Brazil’s Amazon
How the world’s taste for soya is eating Brazil’s Amazon
Cultivation of the crop has made a few wealthy but at a huge cost to untouched forest as it spreads across vast areas of former wilderness
www.theguardian.com
September 29, 2025 at 12:17 PM
This is extremely poor framing. It is not a "taste for soya" destroying the Amazon, it's a taste for meat. The VAST majority of soy grown in Brazil is due to animal agriculture, but your article never mentions this fact.
Your readers are walking away with a poor understanding of this issue.
Your readers are walking away with a poor understanding of this issue.
Despite the fact that animal agriculture is a huge driver of environmental destruction (causing both deforestation and GHG emissions), mainstream media outlets rarely address it. This report from Sentient shows that less than 4% of climate articles mention meat as a cause of climate change.
September 29, 2025 at 11:05 AM
Despite the fact that animal agriculture is a huge driver of environmental destruction (causing both deforestation and GHG emissions), mainstream media outlets rarely address it. This report from Sentient shows that less than 4% of climate articles mention meat as a cause of climate change.
Celebrities aren't very good at shifting their fans' diets. Here's one possible reason why:
More from me here: bjornjohannolafsson.substack.com/p/vegan-cele...
More from me here: bjornjohannolafsson.substack.com/p/vegan-cele...
September 22, 2025 at 10:37 PM
Celebrities aren't very good at shifting their fans' diets. Here's one possible reason why:
More from me here: bjornjohannolafsson.substack.com/p/vegan-cele...
More from me here: bjornjohannolafsson.substack.com/p/vegan-cele...
Brazilian labor inspectors have shown that meat company JBS was contracting workers with "slavery-like conditions."
www.reuters.com
September 19, 2025 at 6:38 PM
Brazilian labor inspectors have shown that meat company JBS was contracting workers with "slavery-like conditions."
New from me! I don't think "ex-vegan" A-listers are actually changing people's diets one way or another.
In fact, research suggests they don't have much of an impact on the food we eat at all. Read the full post for why:
In fact, research suggests they don't have much of an impact on the food we eat at all. Read the full post for why:
Why You (Probably) Don’t Need to Worry About Ex-Vegan Celebrities
While they can nab the limelight, influencers are less likely to be able to shift our diets to being more (or less) meat-free.
bjornjohannolafsson.substack.com
September 18, 2025 at 6:42 PM
New from me! I don't think "ex-vegan" A-listers are actually changing people's diets one way or another.
In fact, research suggests they don't have much of an impact on the food we eat at all. Read the full post for why:
In fact, research suggests they don't have much of an impact on the food we eat at all. Read the full post for why:
This new report on the connection between food and species extinction is astounding.
If we want to stop our fellow Earth creatures from going extinct, we need to change our diets and stop eating so much meat.
If we want to stop our fellow Earth creatures from going extinct, we need to change our diets and stop eating so much meat.
September 14, 2025 at 4:02 PM
This new report on the connection between food and species extinction is astounding.
If we want to stop our fellow Earth creatures from going extinct, we need to change our diets and stop eating so much meat.
If we want to stop our fellow Earth creatures from going extinct, we need to change our diets and stop eating so much meat.