This study explores how families with adolescents (aged 15–20) in Denmark negotiate and act upon public recommendations to reduce meat consumption for health and environmental reasons. Using qualitative interviews and visual sorting tasks, the research reveals that maintaining family harmony and cohesion is a key driver and barrier to meat reduction. Parents and adolescents often prioritize family unity over dietary changes, even when they are aware of the benefits of sustainable eating. The study highlights the role of gendered work in food preparation, where women typically handle more invisible tasks such as meal planning and coordination, while men are more involved in cooking and shopping. Adolescents play a dual role: they can either hinder meat reduction by resisting new foods or facilitate it by influencing parents to adopt more sustainable eating habits. The findings suggest that sustainable dietary changes in families are often the result of collaborative efforts, with adolescents acting as initiators and parents, especially mothers, responsible for implementing new ideas. The study also emphasizes the importance of understanding family dynamics and social influences in promoting sustainable eating behaviors. The research has implications for public policy, social marketing, and marketers, highlighting the need to consider family decision-making processes when promoting sustainable diets. The study underscores the complexity of changing eating habits within families, where the desire to maintain harmony and cohesion often takes precedence over environmental or health considerations.This study explores how families with adolescents (aged 15–20) in Denmark negotiate and act upon public recommendations to reduce meat consumption for health and environmental reasons. Using qualitative interviews and visual sorting tasks, the research reveals that maintaining family harmony and cohesion is a key driver and barrier to meat reduction. Parents and adolescents often prioritize family unity over dietary changes, even when they are aware of the benefits of sustainable eating. The study highlights the role of gendered work in food preparation, where women typically handle more invisible tasks such as meal planning and coordination, while men are more involved in cooking and shopping. Adolescents play a dual role: they can either hinder meat reduction by resisting new foods or facilitate it by influencing parents to adopt more sustainable eating habits. The findings suggest that sustainable dietary changes in families are often the result of collaborative efforts, with adolescents acting as initiators and parents, especially mothers, responsible for implementing new ideas. The study also emphasizes the importance of understanding family dynamics and social influences in promoting sustainable eating behaviors. The research has implications for public policy, social marketing, and marketers, highlighting the need to consider family decision-making processes when promoting sustainable diets. The study underscores the complexity of changing eating habits within families, where the desire to maintain harmony and cohesion often takes precedence over environmental or health considerations.