'Behaviour change means making the alternative almost irresistible, not telling people they can't do something anymore,' Papies begins. Papies is a social psychologist with a PhD in healthy eating behaviour. She uses her expertise to discover how to get people to make sustainable choices. 'A major part of the solution lies in how the food industry talks about veganism,' says Papies. 'For example, do you describe an apple as round, red and organic? Or is juicy, fresh and sweet already more appetising?
Behaviour change means making the alternative almost irresistible, not telling people they can't do something anymore
Getplanty.org
When you first open the website getplanty.org, it looks like you are looking at a menu. It is, but there are words for vegan food on the menu instead of dishes. Papies divided each dish into sensory, contextual and emotional words. If you click on Pizzas, you will see words like Hot, Crusty, and Rich, as well as Family, Summer, and Comforting. Papies hopes that the food industry and gastronomy will use this website to make plant-based food more appealing. There is often a lingering negative perception of veganism. Many people believe that vegans come across as unfriendly because they tend to highlight what others are doing wrong. Furthermore, non-vegans often view plant-based foods as artificial and find vegan recipes intimidating, feeling that they have to exclude certain ingredients. 'Positive and attractive descriptions can help break down those negative stereotypes,' says Papies.
Imagine eating a chocolate cake. What do you taste? And what do you feel?