THREAD: The new #McDonalds commercial features real ranchers on “beef sustainability” stating “the same pound of beef today produces 15% less greenhouse gas emissions than 30 years ago. So our environmental footprint is shrinking.” Let’s discuss the truthfulness of that. 1/

I have no doubt the 15% figure is likely accurate. But given the significant GHG implications of meat production (it’s 1 of the largest GHG sources), 15% reduction in 30 years isn’t particularly calming. More importantly, meat consumption has exploded in those same 3 decades. 2/

And as we’ve seen with more fuel efficient cars, every improvement in fuel efficiency has seen increases in driving (look up #JevonsParadox), in part because people feel “better about driving” as a result of the fuel efficiency marketing, more than erasing the benefit. 3/

This is obviously exactly what #McDonalds hopes will happen as a result of this new marketing. We’ll feel better about the “gains in sustainable meat,” & will be ok with eating more meat (from them). Using no doubt ernest & hard-working ranchers to do it. And increasing GHG’s. 4/

I’m not saying they shouldn’t reduce the GHG implications of meat production. They should. Just like cars should be “greener.” But WE should understand it’s an example of “doing the wrong thing better” https://www.fastcompany.com/90278237/5-steps-to-making-better-cities. The real solution, like fewer cars, is less meat. 5/

A LOT of people will see that #McDonalds commercial, perhaps be impressed by the 15% & the earnestness of the people portrayed, & possibly eat more meat. To ensure they also see the bigger picture, please share this thread or write your own tweets on this subject. Thank you. /end