Encouraging climate-friendly food and transport choices in China

Global carbon emissions reached an all-time high in 2018, a disturbing milestone that indicates the need to take strong action to prevent the worse effects of climate change. As the largest emitter of greenhouse gases, China plays an outsized role in the cause of climate change.  But more importantly, the people and government of China can play a leadership role in the solution. That’s why WildAid works closely with stakeholders across China to encourage sustainable, low-carbon lifestyles and limit the impact of individual emissions on climate change.

  • 28%
    China produces almost one-third of the world’s CO2 emissions and consumes 28% of the world’s meat and dairy products.
  • -9.5%
    Chinese emissions could be reduced by almost 10% by 2030 if people decreased their meat consumption by half.
  • 600 million
    China is the world’s largest vehicle market, with a population on track to own over 600 million emissions-belching cars in the next decade.

Making an impact

China’s population of 1.4 billion and a rapidly growing middle class mean individual lifestyle choices can really add up. As in other emerging nations, growing wealth means aspirations to increase consumption – whether the desire to own more vehicles or to adopt heavier, Western-style diets laden with meat and dairy products. This drive to consume will have serious and perhaps irreversible consequences for sustainability and our planet.

Harnessing our proven communications strategies with our strong media and government partnerships, WildAid spearheads two climate mitigation campaigns to reduce emissions from daily lifestyle choices: GOblue and Shu Shi 蔬食.

GOblue aims to reduce air pollution and mitigate climate change by reducing car emissions and encouraging low-carbon transport in urban China, whether walking,  bicycling, carpooling, new energy vehicles, or public transit. We do this through multiple national award-winning PSA and billboard campaigns, as well as by hosting multiple events across China with local partners, including bike sharing services, shopping centers, cinema chains, and government transportation bureaus. These campaigns have earned 1.5 billion potential views and our events successfully draw thousands of commuters, cyclists, and families out of their cars and outside to explore their cities and enjoy car-free living.

WildAid’s Shu Shi  蔬食 (“vegetable diet”) campaign advocates for a diet with reduced meat and dairy to curb the greenhouse gas emissions caused by the intensive agricultural production of these products. By reducing meat consumption we are supporting new health-conscious Chinese dietary guidelines as well as helping mitigate the significant impact of personal diets on climate change. These colorful, positive PSA and billboard campaigns reach tens of millions of people, creating awareness on a mass scale. Additionally, we work with national restaurant chains, luxury shopping centers, and other partners to provide more vegetarian and reduced meat meal options, supporting sustainable diet choices.