Plant-Based by Default is a simple and inclusive way to offer healthier, climate-smart meals by ‘nudging’ consumers toward plant-based options. This strategy makes the best choice the easy choice—the default option—while still giving diners the flexibility to choose animal products if they prefer.
The idea of defaults—and their powerful impact on human behavior—was popularized in the book called Nudge by Harvard professor Cass Sunstein and Nobel Laureate Richard Thaler. Put simply, humans tend to go along with the status quo; whatever is the default is what most people will select simply because choosing another option requires expending an effort, time, or money.
This subtle yet powerful change can have a profound impact on human behavior, leading to a significant reduction in the consumption of animal products and paving the way for a more plant-centered food culture.
Over the past decade, our team, in collaboration with partners and researchers, has conducted extensive investigations to identify the most effective methods to shift to plant-based foods across various dining settings. Through careful experimentation and analysis, we have developed a comprehensive collection of tips and tools known as Plant-Based Default Strategies. These evidence-based recommendations provide practical tools for nudging people towards more plant-based eating choices, with the goal of making plant-based options the natural and preferred choice in different environments.
Plant-Based Default StrategiesPlant-Based Default strategies are transforming food across entire industries and sectors–from universities, corporate cafeterias, sports venues, schools, events, cities, coffee shops, restaurants, and more. Learn about how many industry sectors have embraced plant-centered dining using plant-based defaults.
Plant-Based Defaults widespread wins and impact are a testament to the strategy’s broad appeal. In private and public sectors, on the Atlantic and Pacific coasts, people across sectors, ages, faiths, professions, cultures, and ideologies are discovering the power of Plant-Based Default strategies. Here is a snapshot of those stories.
Plant-Based Defaults ImpactWe partner with NGOs, businesses, educators, food service leaders and policymakers to spread and scale Plant-Based Default strategies throughout our food system. We’re part of a growing ecosystem of experts, advocates and changemakers who are helping make plant-based foods the norm across different industries and sectors.
How We Partner