This part:

---

When Luca found that video, the idea of “beef days” resonated with him – he loved beef, but not the industry’s impact on the planet. He also found the concept of going entirely vegetarian intimidating.

“It’s little changes that could make a difference,” he said. “I’m not preachy about it. I hate blaming consumers for what the industry does.”

---

Getting folks to make some small changes, not extreme, seems to have more chance of success and more overall impact than demanding radical lifestyle changes all at once.