Polls have shown that Americans are eating less meat than they used to, and that's good news for the environment and wildlife. It could be good news for McDonald's, too, if the company finally decided to add a meat-free sandwich to its line-up.
From an environmental perspective, I take issue with an all-or-nothing approach to meat eating. We don't insist that people ride their bikes exclusively, or only shop at the farmers market, or never travel by airplane
A funny thing happens when you don't berate your friends for not subscribing to your particular eco-philosophy and instead encourage them to make small changes: Those smaller changes lead to larger ones.