Researchers have linked dietary data from over 55,000 individuals with data on the environmental impacts of the foods they eat. The team, from the Livestock, Environment and People (LEAP) project at the University of Oxford, found that the dietary impacts of vegans were around a third of those of high meat eaters. They also saw a 30% difference between high- and low-meat diets for most of the measures of environmental harm.
i think ed winters has changed his focus from moralizing and guilt-tripping and is now actively trying to make vegan foods more available/accessible. so i don’t even think you need to talk about meat at all: just offer people food that happens to be vegan. and i don’t mean trick them into eating a soyburger: just make food that is naturally vegan and tastey and then that’s the meal someone has eaten instead of a meaty one.
To add to this, a good dish that’s inherently vegan is always going to be better than a meat-based dish with the meat replaced.