The thing is, you don't need to be entirely vegetarian to have a big impact on your environmental footprint, etc.

Many meals can do well, or even be improved, by having 'much less meat'. After all, meat has been a sign of prosperity for a long time, and so it's been stuffed into many recipes that probably don't need it, or that need much less of it than curretly practiced.

'less-itarian', if you like.