Effect of language on consumer acceptance of cultured meat

Animal advocacy organisation Faunalytics has released the report “Messages to overcome naturalness concerns in clean meat acceptance: primary findings”, which studied how people perceive the “naturalness” of cultured meat (also known as laboratory-grown meat) when it is described in different ways. The report found that study participants (based in the US) were more accepting of cultured meat when presented with a message about the “unnatural” conditions in which conventional meat is produced. Messages arguing that cultured meat has a “natural” side or that “naturalness” does not matter did not result in greater acceptance of cultured meat.