This project looks at how people make decisions as to what kind of meat to buy at the grocery based on factors such as source and production techniques. Is there a tool or a process that could assist shoppers looking to make healthier or more responsible decisions?
mEAT: How We Decide is a project that started in the Fall class, Social Impact by Design. I will continue research on this subject into the spring term, focusing on cattle farmers and the production of beef.
Through my initial research, I established four categories of consumers, and the current progression of consumer behaviors.
As consumers transition from unconcerned to activist, they make choices that correspond to quantity, eating less meat; and quantity, eating responsibly-raised meat. Currently, activist consumers only have control over their quantity choices, leading them to vegetarianism. Activist consumers need a new option to easily find meat raised and processed naturally and responsibly.
The following is a simplified look at how beef is grown for consumption. Hobby farmers may keep 8–10 cattle, and 1 bull of their own. They will sell their calves to a local big buyer. A local big buyer may have 300–400 of their own cows, with as many as 200 calves each season. Big buyers/CAFOs will sometimes call a local big buyer for a “shipment” of calves. Local big buyers will buy calves from as many hobby farmers as possible in the region, which they turn around and sell to the big buyers. The big buyers complete the growing process and beef ends up in our supermarkets.
In order for an alternative to exist for conscious and conscientious consumers to move toward activist consumers, they must have the opportunity to engage directly with hobby farmers. For the purposes of closing the Fall class, I proposed BEEFriend, which offers consumers an opportunity to find a small group to buy beef directly from a local hobby farmer. Consumers use their collective purchasing power to decrease the demand on mass-produced beef, supporting smaller operations and socially responsible meat consumption.
Duration: 7 weeks
research in progress
CONTRIBUTION
project framing and definition, survey development & execution, directed storytelling, observation, research synthesis, concept development, VUI design, presentation
Carnegie Mellon University
Social Impact by Design
Bruce Hanington, Professor
School of Design
DOWNLOAD
Poster (13.0MB)
Scenario Screens (9.2MB)
