I feel like awareness of the ills of meat consumption has reached the mainstream to a fair degree.

Is it easy for meat eaters to just stop eating meat though? I'm not speaking just of the availability of meat alternatives, but the broader readiness of the market to take action.

I suspect we'll need to see some changes for serious meat reductions in overall numbers eg: * non meat alternatives with social cachet as "premium" option on restaraunt menus(and not just as a green virtue signal) * Confidence and experience of the average american in cooking appetizing meatless meals. * Social critical mass acceptance of meatless meals.eg meatless needs to become an obvious/apolitical choice.

I think it will be interesting as we start to see new faces of chefs and others in work to popularize this front.