Les nouveaux marchands de doute

The report identifies a strategy of 'agricultural exceptionalism' employed by the meat and dairy industry to avoid environmental regulation. It details three primary tactics: distracting the public via greenwashing and targeting youth on social media; delaying action by promoting voluntary technical solutions over systemic dietary changes; and derailing legislation through extensive political lobbying and funding in the US and EU. The document highlights the industry's use of specific scientific narratives, such as the GWP* metric and 'regenerative agriculture', to minimize the perceived impact of methane emissions.

• The meat and dairy industry employs three primary strategies to avoid climate accountability: distracting the public and policymakers, delaying climate action, and causing climate action to fail.
• Industry companies use 'greenwashing' and targeted social media campaigns, specifically aiming at Generation Z on platforms like TikTok and Instagram, to present animal products as climate-friendly and healthy.
• The industry promotes industry-funded scientific narratives to minimize the impact of methane, including the claim that methane is part of a biogenic cycle and the promotion of the GWP* (Global Warming Potential) metric to make the sector appear 'climate neutral'.
• Companies prioritize advertising over research and development for carbon reduction; for example, JBS spends only 0.03% of its annual turnover on R&D for its net-zero goal, which represents 6.2% of its advertising and marketing budget.
• In the European Union, the agro-industry lobby, including Copa-Cogeca and the European Dairy Association (EDA), has successfully weakened the Green Deal and the 'Farm to Fork' strategy, specifically removing methane emission targets from certain agreements.
• In the United States, the industry benefits from 'carrots without sticks', receiving significant funding for technical solutions like biodigesters through the Inflation Reduction Act (IRA) without requirements to prove actual emission reductions.

APA

Changing Markets Foundation (2024). Les nouveaux marchands de doute. https://changingmarkets.org/wp-content/uploads/2024/07/French-Executive-Summary.pdf

Chicago

Changing Markets Foundation. Les nouveaux marchands de doute. 2024. https://changingmarkets.org/wp-content/uploads/2024/07/French-Executive-Summary.pdf.

Wikipedia

{{cite report |author=Changing Markets Foundation |title=Les nouveaux marchands de doute |date=July 2024 |url=https://changingmarkets.org/wp-content/uploads/2024/07/French-Executive-Summary.pdf |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{changingmarketsfoundation2024les, author = {{Changing Markets Foundation}}, title = {{Les nouveaux marchands de doute}}, institution = {Changing Markets Foundation}, year = {2024}, month = jul, url = {https://changingmarkets.org/wp-content/uploads/2024/07/French-Executive-Summary.pdf}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }