Changing perspectives at Higher Level: At HL, ask who changes first and why: campaigns rarely move every group equally.
Practise this as you read
- Compare two groups on the same graph.
- Explain the gap with social or demographic change.
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A generation eats differently: Young adults today eat meat far less often than young adults did a decade ago. Their parents' habits have hardly moved.
Perspectives, and the beliefs under them, change over time. The change is often fastest in one group first.
Then
- Meat at most meals was normal.
Push
- Campaigns, documentaries, cheaper alternatives.
Now
- Meat-free days are ordinary for many young people.
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A behaviour-time graph shows this. Two lines, two age groups: compare how each moves.
Animated graph
Watch the graph build step by step in study mode.
Reading two lines
- Each trend: young adults fall; over-65s barely change.
- The gap: it widens over time.
- The turn: after 2014.
- Why the difference? Link it to a group, not only an event.
Campaigns set out to change views, and they come from two directions.
Government
- Dietary guidelines that recommend less red meat.
- Meat-free days in school and hospital meals.
NGOs
- Veganuary: a charity asking people to try a plant-based January.
- Documentaries and social media challenges.
Why some work: Campaigns work best when the new habit is also easy and cheap. Supermarkets stocking plant-based food made the Veganuary pledge simple to try.
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Why did young adults change and older adults not? Social and demographic change.
Age group
- Young people grew up with climate and animal-welfare messages.
Urban life
- City shops and cafés offer many plant-based options.
Social media
- Peers share recipes and challenges, so the change spreads.
Traditional lifestyles: Change runs both ways. In some indigenous communities, modern diets and jobs are replacing traditional ways of life, and views of the land change too.
How this comes up: Two lines on a behaviour-time graph: compare them, then explain the difference.
Between 2014 and 2024, the percentage of 18 to 24 year olds eating meat on most days fell from 60% to 34%, while for over-65s it fell only from 69% to 65%. Suggest reasons for the difference between the two age groups.
Model answer plan
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Set it out clearly: Three marks, three short paragraphs: the difference, then one reason in each.