Reduce You

User scenario

Anna(user) wants to adopt the reducetarian lifestyle. She’s open to reduce the amount of meat she consumes, but she' has a hard time dealing with the urge to just eat meat. The usual information she gets about how damaging meat consumption is on the environment usually triggers her. That’s why she’d want to keep track of her groceries and the impact that they have on the planet.

Concept

Reduce You is not a short-term solution to climate change, but a tool for people who are willing to reduce their meat consumption. The focus is on behavioural change in people in order to make a major impact in the fight against climate change in the long term. Reduce You is an application that is personalised for each user, because everyone's intrinsic motivation to eat less meat is different. By making users aware of the impact of the products they buy on animal suffering, the climate or their own health, they reduce their meat consumption. This allows the user to reduce their CO2 emissions and potentially change their behaviour to improve their impact on climate change.

Problem statement

Young adults that have just moved out of their homes have a big decision to make: are they going to continue their eating pattern taught to them all their lives or are they open to a more sustainable way of eating? If so, how would you (help them) do it?