In the spirit of the holiday, consumers accept the excess, whether it is a large number of gifts or a sumptuous dinner plate. This Christmas, many people reconsidered their holiday traditions to support more sustainability and introduce more earth-friendly options. According to a new poll conducted by Eat Just, nearly three-quarters (71%) of millennials plan to host a plant-based Christmas dinner. This new report marks a clear transition for the younger generation to a plant-based diet, getting rid of the meat-centric holiday tradition.

A poll conducted by market research company OnePoll surveyed 2,000 Americans under the "True Good Eggs" campaign of vegetarian companies-in cooperation with JB Smoove to promote Eat Just's iconic vegetarian egg substitute. The report found that American consumers choose holiday dishes that mix healthy, delicious and sustainable ingredients, and 56% of them said the dish is plant-based.

The report also distinguished a generation's desire for plant-based diets. Eat Just’s research points out that 76% of millennials plan to eat healthier during the holidays, compared to 56% of their parents’ generation. Although traditional holiday meals feature grilled meat, turkey or other meat dishes, young consumers have begun to adjust holiday meals to better personal and environmental health.

The report also paid special attention to the environmental impact of meat dishes. The data claims that 66% of consumers understand that certain diets have a greater impact on the planet than others, citing issues such as pollution, loss of wildlife and climate change. According to the report, millennials are more likely to acknowledge the destructive effects of animal-based food production than older participants.

Recently, Brightly released a report highlighting the dangers of Thanksgiving dinner and detailing the extent to which carbon emissions are detrimental to the environment. The report’s recipes are similar to those in the Christmas feast. The report focuses on the waste in main dishes such as turkey, roast meat and even some fillings. There are several grand meals during the holiday season, and each meal will have a serious environmental impact.

A report issued by the International Humane Society in 2019 stated that a typical Christmas roast produces almost twice as much greenhouse gas emissions as a vegan nut roast. According to the report, a roast turkey dinner will emit 25.3 kg of carbon dioxide, which is equivalent to driving a gasoline-fueled car for 78.5 miles. With Christmas dinners being served globally, the emissions from one meal give way to serious environmental problems.

According to a recent study in the scientific journal Nature Foods, meat production accounts for 57% of all greenhouse gas emissions in the food industry. This number is twice the level of plant-based food production. The research shows that there is a clear need to address environmental and sustainability issues stemming from the livestock industry.

“The emissions are higher than we expected, which is a bit surprising,” wrote Atul Jain, a climate scientist and co-author at the University of Illinois, in a report published in the journal Nature Food. "This study shows the entire cycle of the food production system, and decision makers may want to use these results to think about how to control greenhouse gas emissions."

Eat Just’s new event aims to address the dangers of animal-based foods by affecting the generational divide that affects families during the holiday season. The event will highlight the growing differences in dietary preferences, as described by JB Smoove. Consumers who follow Eat Just’s social activities will have the opportunity to win multiple prizes, including JUST Egg spatula, a $100 Whole Foods gift card, Caraway ceramic frying pan, and more.

Another award for Eat Just is "Korean Vegetarian Cookbook" by Joanne Molinaro. Molinaro’s recipe features Eat Just’s iconic JUST Egg product and is the perfect gift for anyone who follows a plant-based diet. Molinaro's recipes were selected as the best recipes for The Beet's gift-giving season list, providing an in-depth introduction to how to use vegan egg substitutes and a large number of other exciting recipes that can be used during the holidays and beyond.