Plant-Based Messaging That Works: A Narrative Strategy for Food Systems Change with Mark Westcombe

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In the sixth installment of the Better Food Foundation’s Shifting Food Norms Series, Mark Westcombe, founder and director of Animal Think Tank, sits down with BFF’s Executive Director, Jennifer Channin, to discuss a new evidence-based guide, Targeted Messaging for Plant-Based Diet Change.

The guide draws on extensive UK public opinion research to map how people relate to food across five distinct mindsets. It demonstrates why a message that resonates with one group can trigger resistance from another.

Drawing on social movement theory, narrative thinking, and Animal Think Tank’s own audience research, the conversation digs into three critical questions:

1. What messaging about plant-based foods works, what doesn’t, and why?

2. Which audiences are most receptive to the benefits of plant-based foods, and how do we engage them effectively?

3. How do we move beyond one-size-fits-all messaging toward communication strategies that work across diverse audiences over time?

Whether you’re a food systems advocate, educator, storyteller, or foodservice communicator, you’ll leave with practical tools for talking about food in ways that inspire and engage. We’ll set aside plenty of time for audience questions, so come prepared to join the conversation.