Framing for the Protein Transition: Eight Pathways to Foster Plant-Based Diets Through Design

Excessive animal protein consumption has led to calls for a protein transition. Plant-based diets can be fostered by design interventions, yet their effect depends on the framing that is chosen. The aim of this study was to understand which transition design frames (TD frames) are prevalent in existing consumer interventions that challenge the food regime, to help transcend the dominant substitution pathway. We explore framing through the lens of design, examining man-made interventions in a transition context, to complement the discursive lens that is common in transitions literature. Based on 62 existing consumer interventions and eight expert interviews, we arrived at eight TD frames. We find that market regulation and cultural interventions are strategic avenues to pursue. Reframing opportunities involve inclusivity, system breakdown and integrating multiple frames into single interventions. We observe that a design lens helped elucidate frame types that have not previously been identified in transitions literature.