Although most people still behave like happy meat eaters, there are good reasons to think that many are in fact ambivalent about meat. Following up on earlier findings, in this paper we describe how, in focus groups, cultured meat triggered much discussion about meat, especially among older people. While young people wondered whether they would eat cultured meat products, older people thought about diet changes in a historical perspective and wondered if and how cultured meat might become a societal success. (...) Beneath the surface of everyday behavior, in which they followed mainstream norms, many of our research participants harbored moral concerns and in various ways expressed an interest in collective change. Reflecting on the focus group discussions, we suggest, first, that appreciating the important role of ambivalence in processes of moral change requires rethinking relations between ambivalence and morality. Second, the entanglement of ambivalence with ambiguity increases the “fluidity” of such processes of change: when it is no longer clear what exactly meat is, the meanings and experiences of eating it also become unsettled. This has implications for thinking about morality in times of change. Studying consumer choices cannot do justice to processes of ambivalence and ambiguity below the surface of behavior. More generally, the idea that morality resides in making up our minds about clear moral choices gives way to the need to become skilled, collectively as well as individually, in dealing imaginatively with ambivalence and ambiguity. (shrink)

The development of cultured meat has gained urgency through the increasing problems associated with meat, but what it might become is still open in many respects. In existing debates, two main moral profiles can be distinguished. Vegetarians and vegans who embrace cultured meat emphasize how it could contribute to the diminishment of animal suffering and exploitation, while in a more mainstream profile cultured meat helps to keep meat eating sustainable and affordable. In this paper we argue that these profiles do (...) not exhaust the options and that feelings as well as imagination are needed to explore possible future options. On the basis of workshops, we present a third moral profile, “the pig in the backyard”. Here cultured meat is imagined as an element of a hybrid community of humans and animals that would allow for both the consumption of animal protein and meaningful relations with domestic animals. Experience in the workshops and elsewhere also illustrates that thinking about cultured meat inspires new thoughts on “normal” meat. In short, the idea of cultured meat opens up new search space in various ways. We suggest that ethics can take an active part in these searches, by fostering a process that integrates feelings, imagination and rational thought and that expands the range of our moral identities. (shrink)