“From Steak to Plant-Based: How a TV Scene is Changing Minds About Meat”

In a groundbreaking study conducted by conservation nonprofit Rare, researchers analyzed the impact of a short scene from HBO’s “Sex and the City” reboot on viewer attitudes towards meat consumption and its implications for health and the environment. The scene featured a character, Miranda, initially ordering steak tacos at Chipotle but then changing her mind and opting for a plant-based protein instead.

The study surveyed 6,000 participants who were shown different versions of the scene, with some seeing Miranda order steak only, some seeing her order plant-based protein only, and some seeing the full scene. The results, shared exclusively with The Times, revealed that participants who watched Miranda choose plant-based protein were more likely to believe that eating less meat is healthier, better for the environment, and the right thing to do.

This study aligns with previous research that shows how entertainment can influence public perception and behavior. Another report released by USC’s Norman Lear Center analyzed over 200,000 hours of unscripted TV programming and found a significant number of mentions related to climate and sustainability. The report highlighted the potential of TV shows to normalize sustainable behaviors and drive societal change.

While some genres like home shows and docuseries featured more climate-related content, there was room for improvement in genres like comedies, talk shows, and reality TV. The study emphasized the importance of continuing to integrate climate themes into popular TV shows to raise awareness and inspire action.

Furthermore, a separate study by Rare examined the impact of a climate-focused episode of “Madam Secretary” on viewer attitudes towards climate change. The results showed that watching the episode led to increased concern about rising temperatures and stronger support for climate action among viewers.

Overall, these studies underscore the power of television as a tool for education and advocacy on climate issues. By incorporating climate themes into popular shows and engaging with viewers through partnerships with advocacy groups, the entertainment industry can play a crucial role in driving positive change for the planet.