Framing for the protein transition: Eight pathways to foster plant-based diets through design

Excessive animal protein consumption has led to calls for a plant-based protein transition. Plant-based diets can be fostered by design interventions, yet their effect on dietary choices depends on the framing that is chosen. The aim of this study was to understand which transition design frames (TD frames) are prevalent in existing consumer interventions in the Netherlands, to help transcend the dominant substitution pathway with alternative strategies for intervention. We explore framing through the lens of design, examining human-made interventions in a transition context, to complement the discursive lens that is common in transitions literature. Based on 62 existing consumer interventions and eight expert interviews, we identified eight TD frames. We find that market regulation and cultural interventions are strategic avenues to pursue. Reframing opportunities involve inclusivity, system breakdown and integrating multiple frames into single interventions. We observed that a design lens helped elucidate frame types that have not previously been identified in transitions literature.