Björn Jóhann
@bjornjohann.bsky.social
Professional science communicator -- working on evidence-based ways to change our food systems for good. Barcelona based. Bird dad.
https://bjornjohannolafsson.substack.com/
https://bjornjohannolafsson.substack.com/
Pinned
Björn Jóhann
@bjornjohann.bsky.social
· Jul 10
The Economic Arguments for Global Meat Reduction
These scientific studies show how meat reduction would supercharge global economies, save money, and create jobs. This is a powerful argument that is underutilized in political conversations!
open.substack.com
Have you heard that vegan diets are too expensive or that a plant-based food system would cost us jobs? Well.... the data says otherwise.
In my latest substack, I explore the studies that explain why reducing meat consumption would actually BENEFIT the economy.
Take a read now!
In my latest substack, I explore the studies that explain why reducing meat consumption would actually BENEFIT the economy.
Take a read now!
New from me: transforming our supermarkets is crucial to reduce meat consumption, and we're going to need to use many strategies to fix them.
Supermarkets Are the Next Big Challenge for Meat Reduction
We buy so much meat at grocery stores, so it's crucial to figure out how to lower animal product consumption in retail. I'm not convinced we've found a solution.
bjornjohannolafsson.substack.com
November 13, 2025 at 2:19 PM
New from me: transforming our supermarkets is crucial to reduce meat consumption, and we're going to need to use many strategies to fix them.
New study proves (again!) that animal-free diets are the best for the planet: nutritionally sound vegan diets nearly halved the carbon footprint of omnivorous diets
November 11, 2025 at 4:24 PM
New study proves (again!) that animal-free diets are the best for the planet: nutritionally sound vegan diets nearly halved the carbon footprint of omnivorous diets
It's World Vegan Day! Go find a farmed animal and give them a hug.
November 1, 2025 at 6:13 PM
It's World Vegan Day! Go find a farmed animal and give them a hug.
New from me: bjornjohannolafsson.substack.com/p/the-scienc...
Do More Vegan Options Mean More Vegan Orders? The Data Behind Menu Ratios
Want more people to order plant-based? It’s not just about adding vegan options — it’s about changing the ratio.
bjornjohannolafsson.substack.com
October 23, 2025 at 6:36 PM
New from me: bjornjohannolafsson.substack.com/p/the-scienc...
Big Meat is just as bad for the climate as Big Oil. A new report reveals that industrial meat companies emit more greenhouse gases than fossil fuel corporations, such as Shell and ExxonMobil.
October 22, 2025 at 9:26 AM
Big Meat is just as bad for the climate as Big Oil. A new report reveals that industrial meat companies emit more greenhouse gases than fossil fuel corporations, such as Shell and ExxonMobil.
Interesting — a new study shows that exposure to appeals to plant-based eating increases defensiveness and that people with anti-social personality traits are more likely to get defensive.
October 21, 2025 at 12:27 PM
Interesting — a new study shows that exposure to appeals to plant-based eating increases defensiveness and that people with anti-social personality traits are more likely to get defensive.
New from me! Why "vegan" isn't an effective word in getting people to order plant-based options on a menu.
We have lots of other options, including nudging health, sustainability, and most of all, taste.
I break down all the research here:
We have lots of other options, including nudging health, sustainability, and most of all, taste.
I break down all the research here:
Stop Calling Foods “Vegan” — Here's What Works Instead
Names matter. We need to stop calling foods "vegan" and start using other, more exciting labels.
bjornjohannolafsson.substack.com
October 7, 2025 at 1:45 PM
New from me! Why "vegan" isn't an effective word in getting people to order plant-based options on a menu.
We have lots of other options, including nudging health, sustainability, and most of all, taste.
I break down all the research here:
We have lots of other options, including nudging health, sustainability, and most of all, taste.
I break down all the research here:
The new EAT-Lancet Planetary Health Diet report is crystal-clear: we are eating far too much meat than is sustainable.
We need a food systems shift: more fruits, vegetables, grains, and plant proteins. Fewer animal products. Period.
We need a food systems shift: more fruits, vegetables, grains, and plant proteins. Fewer animal products. Period.
October 3, 2025 at 10:52 AM
The new EAT-Lancet Planetary Health Diet report is crystal-clear: we are eating far too much meat than is sustainable.
We need a food systems shift: more fruits, vegetables, grains, and plant proteins. Fewer animal products. Period.
We need a food systems shift: more fruits, vegetables, grains, and plant proteins. Fewer animal products. Period.
I don't think celebrities are very good at shifting our diets, despite the fact that they seem to set trends and shift culture. Here's why:
bjornjohannolafsson.substack.com/p/vegan-cele...
bjornjohannolafsson.substack.com/p/vegan-cele...
Why You (Probably) Don’t Need to Worry About Ex-Vegan Celebrities
While they can nab the limelight, influencers are less likely to be able to shift our diets to being more (or less) meat-free.
bjornjohannolafsson.substack.com
September 30, 2025 at 8:56 AM
I don't think celebrities are very good at shifting our diets, despite the fact that they seem to set trends and shift culture. Here's why:
bjornjohannolafsson.substack.com/p/vegan-cele...
bjornjohannolafsson.substack.com/p/vegan-cele...
This is extremely poor framing. It is not a "taste for soya" destroying the Amazon, it's a taste for meat. The VAST majority of soy grown in Brazil is due to animal agriculture, but your article never mentions this fact.
Your readers are walking away with a poor understanding of this issue.
Your readers are walking away with a poor understanding of this issue.
How the world’s taste for soya is eating Brazil’s Amazon
How the world’s taste for soya is eating Brazil’s Amazon
Cultivation of the crop has made a few wealthy but at a huge cost to untouched forest as it spreads across vast areas of former wilderness
www.theguardian.com
September 29, 2025 at 12:17 PM
This is extremely poor framing. It is not a "taste for soya" destroying the Amazon, it's a taste for meat. The VAST majority of soy grown in Brazil is due to animal agriculture, but your article never mentions this fact.
Your readers are walking away with a poor understanding of this issue.
Your readers are walking away with a poor understanding of this issue.
Despite the fact that animal agriculture is a huge driver of environmental destruction (causing both deforestation and GHG emissions), mainstream media outlets rarely address it. This report from Sentient shows that less than 4% of climate articles mention meat as a cause of climate change.
September 29, 2025 at 11:05 AM
Despite the fact that animal agriculture is a huge driver of environmental destruction (causing both deforestation and GHG emissions), mainstream media outlets rarely address it. This report from Sentient shows that less than 4% of climate articles mention meat as a cause of climate change.
Celebrities aren't very good at shifting their fans' diets. Here's one possible reason why:
More from me here: bjornjohannolafsson.substack.com/p/vegan-cele...
More from me here: bjornjohannolafsson.substack.com/p/vegan-cele...
September 22, 2025 at 10:37 PM
Celebrities aren't very good at shifting their fans' diets. Here's one possible reason why:
More from me here: bjornjohannolafsson.substack.com/p/vegan-cele...
More from me here: bjornjohannolafsson.substack.com/p/vegan-cele...
Brazilian labor inspectors have shown that meat company JBS was contracting workers with "slavery-like conditions."
www.reuters.com
September 19, 2025 at 6:38 PM
Brazilian labor inspectors have shown that meat company JBS was contracting workers with "slavery-like conditions."
New from me! I don't think "ex-vegan" A-listers are actually changing people's diets one way or another.
In fact, research suggests they don't have much of an impact on the food we eat at all. Read the full post for why:
In fact, research suggests they don't have much of an impact on the food we eat at all. Read the full post for why:
Why You (Probably) Don’t Need to Worry About Ex-Vegan Celebrities
While they can nab the limelight, influencers are less likely to be able to shift our diets to being more (or less) meat-free.
bjornjohannolafsson.substack.com
September 18, 2025 at 6:42 PM
New from me! I don't think "ex-vegan" A-listers are actually changing people's diets one way or another.
In fact, research suggests they don't have much of an impact on the food we eat at all. Read the full post for why:
In fact, research suggests they don't have much of an impact on the food we eat at all. Read the full post for why:
This new report on the connection between food and species extinction is astounding.
If we want to stop our fellow Earth creatures from going extinct, we need to change our diets and stop eating so much meat.
If we want to stop our fellow Earth creatures from going extinct, we need to change our diets and stop eating so much meat.
September 14, 2025 at 4:02 PM
This new report on the connection between food and species extinction is astounding.
If we want to stop our fellow Earth creatures from going extinct, we need to change our diets and stop eating so much meat.
If we want to stop our fellow Earth creatures from going extinct, we need to change our diets and stop eating so much meat.
Meat consumption in African countries is below the EAT-Lancet recommendations and far below the averages of rich countries.
September 11, 2025 at 11:31 AM
Meat consumption in African countries is below the EAT-Lancet recommendations and far below the averages of rich countries.
New from me! Why factory farming is a growing problem in Africa and how we can empower African advocates to change their food systems for the better.
September 10, 2025 at 10:30 AM
New from me! Why factory farming is a growing problem in Africa and how we can empower African advocates to change their food systems for the better.
Sub-Saharan Africa is the region that's expected to see the most growth in farmed animal populations over the coming decades.
Factory farming corporations from other countries like JBS are eyeing the region for growth -- which can harm animals, the environment, and locals alike
Factory farming corporations from other countries like JBS are eyeing the region for growth -- which can harm animals, the environment, and locals alike
September 9, 2025 at 2:27 PM
Sub-Saharan Africa is the region that's expected to see the most growth in farmed animal populations over the coming decades.
Factory farming corporations from other countries like JBS are eyeing the region for growth -- which can harm animals, the environment, and locals alike
Factory farming corporations from other countries like JBS are eyeing the region for growth -- which can harm animals, the environment, and locals alike
Because of how small chickens are (and how popular it is to eat them), nearly all of the factory-farmed land animals in the US are chickens.
This is often called the Small Body Problem: as people eat smaller animals, they need to eat more of them.
This is often called the Small Body Problem: as people eat smaller animals, they need to eat more of them.
September 8, 2025 at 9:58 AM
Because of how small chickens are (and how popular it is to eat them), nearly all of the factory-farmed land animals in the US are chickens.
This is often called the Small Body Problem: as people eat smaller animals, they need to eat more of them.
This is often called the Small Body Problem: as people eat smaller animals, they need to eat more of them.
Sneak peak of my post that comes out tomorrow — the number of farmed animals in Africa is expected to grow massively over the coming decades. Is this a cause for concern?
September 3, 2025 at 1:58 PM
Sneak peak of my post that comes out tomorrow — the number of farmed animals in Africa is expected to grow massively over the coming decades. Is this a cause for concern?
Big growth in plant-based foods at Lidl! Great to see supermarkets living up to their sustainability promises.
September 2, 2025 at 9:27 AM
Big growth in plant-based foods at Lidl! Great to see supermarkets living up to their sustainability promises.
A 2023 study found that animal agriculture in the EU is causing nearly 3 trillion in indirect costs, from land use, diet-related disease, low animal welfare, and pollution.
Farming animals is bad for the world.
Farming animals is bad for the world.
August 31, 2025 at 9:33 AM
A 2023 study found that animal agriculture in the EU is causing nearly 3 trillion in indirect costs, from land use, diet-related disease, low animal welfare, and pollution.
Farming animals is bad for the world.
Farming animals is bad for the world.
Meat taxes are pretty unpopular in most countries, with an average of 20.5% approval across 10 cohorts.
That's not exactly a win for this Pigouvian tax!
That's not exactly a win for this Pigouvian tax!
August 29, 2025 at 10:25 AM
Meat taxes are pretty unpopular in most countries, with an average of 20.5% approval across 10 cohorts.
That's not exactly a win for this Pigouvian tax!
That's not exactly a win for this Pigouvian tax!
Most animal farmers have complex and sometimes contradictory views of animal welfare, and many, as we see here, often experience emotional distress regarding slaughter.
August 28, 2025 at 10:36 AM
Most animal farmers have complex and sometimes contradictory views of animal welfare, and many, as we see here, often experience emotional distress regarding slaughter.