Target Audience

Target Audience

The demographic of my audience is primarily males and females between the ages of 16 to 35, the reason for this is because I believe that many individuals are conscientious of what impact they are having on the environment, but they have come from a traditional family where meat has been a large part of their diet and have become accustomed to eating meat. I think that one of the reasons it is very hard for people to change to a less meat based diet is because it is a part of their cultural upbringing. Because a lot of young people are starting to live independently from their parents they may change their lifestyle habits, where as it might be harder for an older individual to change their lifestyle habits after becoming so accustomed to their lifestyle after 30 plus years. The idea that young people are more likely to change their meat eating habits is backed up by studies that suggest vegetarian diets are on the rise in Britain, especially in young people, where 20% of people aged 16 – 24 have vegetarian diets, according to studies by analysts such as Mintel (Morgan 2014). Also, as my project is a website it makes sense to appeal to a younger audience because they are more likely to use the Internet. The audience doesn’t necessarily have to be within the age range of 16 – 35, other ages could find it interesting as well, but it seems that a younger audience are more likely to come across this type of website and have a positive response to the content.

The target audience is also directed at those who have some scientific awareness and people who recognize that issues such as climate change and deforestation are a problem but may think it is beyond their control to do anything about it. It could also be targeted at individuals who might have considered cutting down on their meat consumption for other reasons, such as the unethical treatment of livestock, which are given no space to roam freely, or perhaps because they want to cut down on eating meat for personal health reasons, or for financial reasons. Some of these individuals may have two values which oppose one another (cognitive dissonance) which means they are fighting with the idea of trying to eat less meat but are finding it hard to change their lifestyle. Perhaps these individuals are aware of some of the negative impacts on a personal and environmental level but may not realise how much of an impact the livestock industry actually has, which may prompt them to try harder to eat less meat.

What my project doesn’t intend to do is convince people who cannot be convinced. Whether that is people who deny the scale of the problem (climate change deniers for example) or individuals who hold a defeatist ideology that changing their habits wouldn’t make a difference anyway, or perhaps even individuals who don’t care. The Project could also be a tool used by activists and other interest groups who want to promote awareness about the impact of the livestock industry on the environment.

Audience Research

To get a better understanding of the intended audience for the project I took a survey of 50 Internet users. The users were Facebook users, the majority of which were between the ages of 18 and 35, as shown below. Although these were people that I know, I don’t believe this had much of an impact on the outcomes of the survey.


What I wanted to find out was what amounts of meat individuals ate, I tried to avoid asking vegetarians to fill out the survey as they are not my target audience and the data wouldn’t be very useful.


I then asked the individuals a question which related to how they felt about their diet.


In terms of my target audience I think my project is aimed at those who selected the option “I think I eat too much meat and would like to eat less”. Considering over 50% of those who took the survey stated that they ate meat at least more than 3 times a week and 32% stated that they would like to eat less meat, it is fair to say that a percentage of those who ate meat more than 3 times a week would be the same individuals who said they would like to eat less meat, especially when considering that it’s more likely that vegetarians and those who eat meat less than once a week are probably quite content with their diet.


Morgan, T., 2014. Meat is off the menu as more Britons become vegetarian., The Daily Express. Available from: [Accessed 3 December 2015].


Detailed Outline of Proposed Project

What I propose to do is make a website that allows individuals to see the impact that their personal meat eating habits are having on the environment on a global scale. Because the livestock industry has a number of impacts on the environment it has been said that the current trends of the meat industry is not sustainable. The website is intended to create awareness of this problem and to make individuals consider that they might be eating too much meat and dairy products, and to promote the idea that individuals can make a difference without having to quit eating meat altogether.

The way I intend to challenge this problem is based on a reflection of my own personal journey. It is not to suggest that people should become vegetarians overnight, nor to suggest that they are unethical people by showing them videos of livestock being mistreated. I would like to present them the data in a digestible way, and in a way that they could see what the effects would be if they were to have a burger once a week instead of three times a week (for example). Because I made a decision once I was aware of the true scope of the problem my rationality is that other people may be inclined to do the same if they consider it, I am making the assumption that some people are willing to change if they see enough benefits in doing so and are presented with a logical reason to do so. I also intend to show the user that they do make a contribution to the problem and that they can do something to contribute to solving this problem, however small the contribution may be. I will try to do this by presenting the data to them in a form that reflects their own diet. Below is an extremely simple example of what this might look like.


How the website will work

The user will enter in the amount of meat that they eat per week, through selecting items that they eat on a weekly basis, this can be an accurate representation based on their weekly shop or it could be an approximate amount if they are not sure about the exact amount. Once they have submitted that data they will be shown an infographic which compares their eating habits to the global average, if the user is eating more than the average amount they may consider that they are eating too much.

Because the livestock industry effects the environment in a series of ways, there will be a number of different infographics to represent each environmental problem which the livestock industry contributes to. These are water usage, greenhouse gas emissions, land use, and forest destruction. Below is the site map which illustrates the different sections of the website.

site map

The website will be as minimalistic as possible and will have two main pages, the first page (index.php) will be the page that the user enters their data into. As the second prototype shows the user will choose the meat items they consume by clicking on sections of a ‘meat counter’, which will resemble the section of a supermarket that people buy meat from. Once the user has finished entering the items they buy during the week they will click on a submit button which will take them to the second page (process.php) which returns the data in the form of four animated infographics, each representing the categories mentioned previously. The infographics will be based on images which are relatable to each problem (such as a running tap to illustrate water usage for example).


Chalabi, M., 2013. Comparing carnivores: UK meat consumption., The Guardian. Available from: [Accessed 2 December 2015].

Walsh, B., 2013. The Triple Whopper Environmental Impact of Global Meat Production., Time. Available from: [Accessed 30 November 2015].




Project Title and Subject Matter

Name: Luke Monet

Project Title: The Meat Counter

Subject Matter: A website designed to show individuals the impact their meat consumption has on the environment.

Summery: The project is based around creating awareness and helping people understand the true impact the livestock industry has on the environment. A lot of people are aware that the farming of livestock has a negative impact on climate change, but some may not be aware of the full impact it has on other issues related to the environment, such as deforestation to create land for crops to feed animals, land use to rear animals, and water use to maintain livestock. This project intends to show people what impact their personal meat consumption has on the environment and attempts to get individuals to reflect on the idea that their personal habits do make a difference and consider the benefits it would have on the environment if they were to consume less meat and dairy products.