World Social Marketing Conference 2025

Consumers often avoid information that challenges their existing attitudes or beliefs—a tendency known as selective exposure. This can make it challenging to communicate the environmental and health risks of meat consumption, even when the evidence is strong. So how can we make messages more engaging and competitive in crowded media environments?

Drawing from a study of Canadian omnivores, this session will explore how consumers respond to meat-related risk information and how framing strategies can make pro-environmental messages more persuasive.