Lab-Grown Meat Is Coming, Whether You Like It or Not

Freakonomics
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Automatic TRANSCRIPT

The UN estimate that you often hear from originally was created in this report called livestock long shadow is something around nineteen percent. But that nineteen percent roughly number is a global number. Actually, there was a a study that came out pointing out some flaws in that. So they reduced it somewhat. In any case. There is a growing concern in many quarters over the externalities of meat production over the last five to ten years. There's been a lot of negative publicity of stories about environmental impacts about carbon emissions about animal welfare. And if you just look at the news stories, you would think boy people must be really cutting back given the sort of frightful stories that you see on the front pages of the newspapers. But if you look at the data itself demand looks fairly stable, and so that suggested me either it's it's hard to change people's preference on this or something about me consumption. Some people would argue that were evolved to like meet that it's a protein vitamin packed. You know, tasty punch that we've grown to enjoy as a species. There are some people that even argue that it's one of the reasons we became a smart as. We did the vitamins and nutrients are in that meet allowed our brains to develop in certain ways that it might have not otherwise Pat Brown saw that same strong preference for me when he decided that the number one scientific problem to solve was replacing animals as food. And it's a problem that nobody was working on in any serious way. Because everybody recognize that most people in the world, including most environmental scientists and people who care about this stuff. A love the food that we get from animals so much that they can't imagine giving those up Brown himself was a longtime vegan. So I yeah, I haven't eaten you know, beat for decades. And that's just a personal choice that I made long before I realized the destructive impact of that industry that was choice for other reasons. And it wasn't something that I felt like you know, I was in position. Other people to do. And I still don't feel like there's any value in doing that Brown makes an interesting point here. Many of us when we feel strongly about something and environmental issue or social or economic issue we're inclined to put forth a moral argument. A moral argument would appear to be persuasive evidence of the highest order, you should do this thing because it's the right thing to do. But there is a ton of research showing that moral arguments are generally ineffective people may smile at you and nod, but they won't change your behavior. That's what Brown realized about meet, the basic problem is that that people are not gonna stop wanting these foods, and the only way you're going to solve it is not by estimate you halfway and give them a substandard product that doesn't deliver. What they know they want from meat or fish or anything like that. The only way to do it is you have. Say we're going to do the much harder thing, which is we're going to figure out how to make meat. That's not just as delicious as the meat. We get from animals. It's more delicious and better, nutritionally

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