Plant-Based Pledges: How Billie Eilish Fans Are Tackling Climate Change One Meal at a Time

The music industry isn’t often linked with environmental innovation, but Billie Eilish fans are proving that sustainable change can start at a concert. Thanks to Support and Feed, founded by Maggie Baird — Eilish’s mother — concertgoers are invited to take a climate-positive pledge: eat one plant-based meal per day for 30 days. The potential impact is staggering.

“If 10,000 people take the pledge, it would save 7 million gallons of water,” Baird shared during Climate Week in NYC. With over a million attendees at Eilish’s shows, the cumulative effect could be significant. “People come for Billie, but they stay for the planet,” she added.

Eilish’s environmental commitment doesn’t stop there. She collaborates with Reverb, a nonprofit greening the music scene, to engage fans in eco-friendly initiatives. During her Happier Than Ever tour, more than 133,500 actions were taken, including over 3,600 fans embracing the plant-based pledge.

Music Industry Shifts Toward Sustainability

Eilish is part of a growing movement within the music industry. Massive Attack, for instance, hosted a fully vegan festival in Bristol, named Act 1.5 in reference to the Paris Climate Agreement’s temperature rise goal. According to global surveys, 69% of festival-goers in 2024 favored eco-conscious events.

Baird, speaking at the Nest Climate Campus event, has long advocated for this shift, emphasizing how food systems intersect with climate issues. Livestock farming, responsible for 80% of agricultural land use, is a major greenhouse gas emitter. Research from the Potsdam Institute suggests that transitioning to a “flexitarian” diet could help limit global warming to 1.5°C.

Beyond Climate: Equity and Health in Focus

Baird highlights that plant-based diets can address multiple challenges, including health disparities and food access. “This may be the most overlooked but joy-filled movement in the climate space,” she remarked. Support and Feed doesn’t just promote plant-based eating; it creates equity through partnerships with local restaurants and delivers high-quality meals to those in need. Since its inception in Los Angeles during the pandemic, the nonprofit has delivered nearly 600,000 plant-based meals across several major U.S. cities and has expanded internationally.

The organization runs three core programs: meal deliveries, educational outreach, and youth wellness initiatives that teach food-growing skills. Baird believes these efforts can help communities build resilience and improve health outcomes while combating climate change.

Changing Minds, One Meal at a Time

While education remains central to Support and Feed’s mission, Baird recognizes that shifting mindsets is key. Many people aren’t initially motivated by environmental concerns, even though awareness could make a difference. Research from Virginia Tech found that while 73% of Americans believe plant proteins are healthy, only 32% consider environmental sustainability a priority in food choices. Making environmental information more accessible could bridge this gap.

Eilish’s concerts offer that opportunity. With recipes, guidance, and a welcoming approach, Support and Feed encourages fans to try just one plant-based meal a day. “We break stereotypes and meet people where they are,” Baird explained. “Food is culture, love, and identity. Our goal is to make small, joyful changes that together create a huge impact.”