Social marketing, diet, zoonotic diseases, pandemic, meat consumption
Abstract
The COVID-19 pandemic is requiring us to reconsider our relationship with the animal world. A large proportion of newly emerging diseases have a zoonotic origin, and human society should acknowledge that it has severely impacted the habitat of animals through livestock production and consumption as well as land clearing for agricultural purposes. There is a role for government in avoiding similar crises by sending clear and transparent messages to the public concerning the benefits of a reduction in the intake of animal-based foods. Two potential solutions are suggested: the use of taxation and a new sustainability social marketing model built on the 4-S mix (sustainability, strength, self-confidence and sharing).
