flexitarianism
Whether you make a commitment to eating strictly vegetarian or not, cutting back your dependence on meat is something most people acknowledge they know they should do.
Flexitarians--near-vegetarians who eat some meat--are changing the market for veggie foods and recipes, says this AP article. I knew the girl in the lead of the story in college. Also, I love Mollie Katzen's cookbooks, but where are these "happy" but edible chickens?