How language can make veganism more appealing

Eating plant-based is often seen as a sacrifice. “Don’t you really miss cheese?” or “Do you only eat salad now?” are common questions. But behavioral scientist Esther Papies wants to shift the focus to what you gain: a healthier life and a cleaner environment. With her website getplanty.org, she hopes to help the food industry make plant-based food more appealing.

Changing behavior through temptation

“Behavior change means making the alternative almost irresistible, not telling people what they can’t have,” says Papies. As a social psychologist specializing in healthy eating behavior, she studies how sustainable choices can become easier. According to her, language plays a crucial role in this. The way food is described shapes how people experience it. An apple, for example, can be described as “round, red, and organic,” but words like “juicy, fresh, and sweet” already make it sound more appealing.

Getplanty.org as a tool for the food industry

On getplanty.org, words are used as an ingredient. The website presents a kind of menu, listing terms that describe vegan dishes based on sensory, contextual, and emotional aspects. Click on “Pizza,” and you’ll see words like Hot, Crusty, and Rich, but also Family, Summer, and Comforting. Papies hopes the food industry and hospitality sector will use this approach to present plant-based food in a more positive light.

Negative perceptions of veganism are still widespread. People often assume that vegans just want to tell them what they’re doing wrong or that plant-based meals are mainly about cutting things out. “Positive and appealing descriptions can help break down those negative stereotypes,” says Papies.

Ru.nl