One of the main reasons for the failure of the “less meat” message is that it has become distorted and is heard as the inverse of what it really is. First, it has become too associated with veganism and so has become ideological rather than pragmatic. Because of this, it has also been perceived in terms of eliminating rather than reducing consumption of animal-based foods. And due to the failure of state actors and the enduring myth of consumer sovereignty, it has become a matter of personal choice rather than collective action.
Article for Prospect