Shaping the global conversation on food systems

EAT Lancet

Sector and focus area

Food systems transformation, global nutrition policy, healthy sustainable diets

Context and challenge

In 2025, the EAT-Lancet Commission launched the second installment of its landmark report on global food systems. The EAT–Lancet Commission Report provides an updated roadmap for food systems transformation to support health, sustainability and justice. Greenhouse was brought in to lead the global communications strategy and media launch – ensuring the report reached key audiences around the world, shaped international narratives and withstood coordinated pushback.

Food systems are a leading driver of the climate, health and biodiversity crises – yet remain a fragmented and politically sensitive space. The original EAT–Lancet report in 2019 sparked global attention, but also backlash from vested interests. In 2025, the challenge was to amplify the updated science and shift public and policymaker conversations – making the case for dietary change in ways that were evidence-led, solutions-focused and globally resonant.

Approach and strategy

Greenhouse developed a multi-channel communications strategy grounded in scientific rigour and designed for global relevance. Key components included:

• • Leading the development of a media narrative and key messaging
• • Preparing tailored media materials and delivering media training and spokesperson support for Commissioners
• • Coordinating global press briefings and high-impact journalist engagement, including in-person support at the Stockholm Food Forum and through a virtual briefing on the Report findings for more than 60 journalists from around the world
• • Amplifying reach through leadership content and pairing spokespeople with TikTok influencers from around the world to engage younger and more diverse audiences

Work delivered

To activate this strategy, Greenhouse delivered:

• • A core narrative and messaging strategy for global rollout
• • Press materials, briefings and on-the-ground support for Commissioners
• • Global media outreach and high-tier journalist engagement
• • Crisis communications and risk management planning to address potential misinformation or backlash

Outcomes and impact

The communications campaign helped to position the EAT–Lancet Commission Report as one of the most influential reports of 2025, recognised globally across media coverage, social media coverage, and high-level engagement as a scientific foundation for food systems transformation. It helped shift media narratives towards constructive, solutions-focused reporting, while increasing public and stakeholder understanding of the benefits of dietary change.

Why this work matters

Transforming food systems is essential to tackling the climate crisis, improving global health and ensuring food justice. But change depends on the public, political and commercial will to act.

This campaign helped translate cutting-edge science into a bold, inclusive narrative that could drive action—elevating solutions and neutralising backlash in a polarised global landscape.