To be honest, I can't remember the last time I ate meat, it probably wasn't this month.
I also use soya milk and hazelnut milk, but I probably use more full fat milk, sometimes organic.
I have been a vegan, I think I did this for close to three years, and vegetarian for something like 15 years.
I don't think the message that 'you should be vegan' is going to work, I do think the message of 'eat less meat because it is better for your health and the environment' would work.
I also think that one thing that isn't taken into consideration is that the methods and conditions of raising animals isn't the same in every single country, for example, bovine growth hormone hasn't been used in the EU for (I think) close to twenty years, and antibiotics used to prophylaxis in the last five years.
Meat production in the US is different than it is in New Zealand for example.
I wish I could find it again, but there was this great piece on BBC radio 4 about how some meat, for example, sheep, is far more environmentally friendly than trying to grow plant crops where sheep is being grazed.