Protein 2.0 is a systems model of the Norwegian protein sector designed to explore the potential impacts of carbon taxation and the emergence of cultivated meat and dairy technologies. The model simulates production, pricing, and consumption dynamics across conventional and cultivated protein sources, accounting for emissions intensity, technological learning, economies of scale, and agent behaviour. It assesses how carbon pricing could alter the competitiveness of conventional beef, lamb, pork, chicken, milk, and egg production relative to emerging cultivated alternatives, and evaluates the implications for domestic production, emissions, and food system resilience. The model provides a flexible platform for exploring policy scenarios and transition pathways in protein supply. Further details can be found in the associated publication.

For deep decarbonisation, the design of climate policy needs to account for consumption choices being influenced not only by pricing but also by social learning. This involves changes that pertain to the whole spectrum of consumption, possibly involving shifts in lifestyles. In this regard, it is crucial to consider not just short-term social learning processes but also slower, longer-term, cultural change. Against this background, we analyse the interaction between climate policy and cultural change, focusing on carbon taxation. We extend the notion of “social multiplier” of environmental policy derived in an earlier study to the context of multiple consumer needs while allowing for behavioural spillovers between these, giving rise to a “cultural multiplier”. We develop a model to assess how this cultural multiplier contributes to the effectiveness of carbon taxation. Our results show that the cultural multiplier stimulates greater low-carbon consumption compared to fixed preferences. The model results are of particular relevance for policy acceptance due to the cultural multiplier being most effective at low-carbon tax values, relative to a counter-case of short-term social interactions. Notably, at high carbon tax levels, the distinction between social and cultural multiplier effects diminishes, as the strong price signal drives even resistant individuals toward low-carbon consumption. By varying socio-economic conditions, such as substitutability between low- and high-carbon goods, social network structure, proximity of like-minded individuals and the richness of consumption lifestyles, the model provides insight into how cultural change can be leveraged to induce maximum effectiveness of climate policy.