No protein transition without societal acceptance: two reasons why the protein transition has not accelerated yet

Looking at the innovations coming out of the food industry and technology labs, a protein transition seems within reach. Outside the lab, however, this optimistic future is much harder to discern. Consumption of meat and dairy remains at a high level and wherever meat curtailment is attempted, fierce backlash is almost certain. To drive the transition, we cannot only rely on technological innovation: we also need to tackle challenges in societal acceptance. Two major shifts in societal support – practice-based and ideology-based – are necessary to accelerate a protein transition.