Feeding Us Greenwash: An analysis of misleading claims in the food sector

The report highlights a disconnect between business-as-usual growth projections for animal agriculture and climate science, which predicts significant production losses and stranded assets. A survey of 201 investors reveals that while 82% view climate change as a material risk to meat and dairy investments, 55% believe investors are not sufficiently addressing these risks. The document emphasizes the critical need for methane reduction, noting that livestock is responsible for 32% of anthropogenic methane emissions, and calls for financial institutions to demand transparent reporting and support a transition toward alternative proteins.

• A survey of 201 investment community respondents indicates that 82% agree climate change is a "material risk to meat and dairy industry-related investments" and 84% believe a lack of mitigation could result in "stranded assets in this industry".
• There is a significant gap between industry growth projections and climate science; while meat production is projected to grow by 40mt to 366mt by 2029, scientists expect a "decline in livestock of 7-10% if we were to reach 2°C by 2050", with associated economic losses between $9.7 and $12.6 billion.
• Livestock agriculture is the primary source of anthropogenic methane, accounting for approximately 32% of global emissions. Investors recognize this importance, with 94% stating that reducing methane alongside carbon is important and 83% believing investors should encourage companies to reduce these emissions.

APA

Changing Markets Foundation (2022). Feeding Us Greenwash: An analysis of misleading claims in the food sector. https://changingmarkets.org/wp-content/uploads/2022/07/Stranded-in-a-vicious-cycle.pdf

Chicago

Changing Markets Foundation. Feeding Us Greenwash: An analysis of misleading claims in the food sector. 2022. https://changingmarkets.org/wp-content/uploads/2022/07/Stranded-in-a-vicious-cycle.pdf.

Wikipedia

{{cite report |author=Changing Markets Foundation |title=Feeding Us Greenwash: An analysis of misleading claims in the food sector |date=July 2022 |url=https://changingmarkets.org/wp-content/uploads/2022/07/Stranded-in-a-vicious-cycle.pdf |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{changingmarketsfoundation2022feeding, author = {{Changing Markets Foundation}}, title = {{Feeding Us Greenwash: An analysis of misleading claims in the food sector}}, institution = {Changing Markets Foundation}, year = {2022}, month = jul, url = {https://changingmarkets.org/wp-content/uploads/2022/07/Stranded-in-a-vicious-cycle.pdf}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }