Our latest research, in collaboration with academics at the University of Bath and University of Zurich, explores (1) what masculinity has to do with eating meat and animal products and (2) how we might leverage the meat-masculinity connection to craft better meat-reduction interventions and improve plant-based marketing. 

Animal agriculture is a key culprit of environmental degradation, public health risks, and animal suffering. Reducing meat and animal product consumption is widely recognised as an effective way to mitigate these harms. However, men continue to consume more meat than women, are less likely to be vegetarian or vegan, and show greater resistance to reduction interventions. That is, efforts to date have failed to take hold particularly among men. This may be due in large part to entrenched traditional gender norms, which associate meat-eating with masculinity. 

In our latest study, we investigated how traditional gender norms influence the dietary choices of men residing in the UK. We used a mixed-methods approach, including a large-scale survey and more intimate focus groups, allowing us to capture both breadth and depth. According to our findings, men who more strongly adhere to traditional masculine norms — like aggression, self-reliance, and restrictive emotionality — consume more red meat and poultry, have a stronger attachment to meat and dairy, are more likely to view vegetarianism as a cultural threat, and perceive meat as inherently more masculine. In particular, the masculine norms “avoidance of femininity” and “achievement status” appear especially relevant and may be uniquely driving this meat-masculinity connection. Yet, when pressed on the issue in conversation, many men do not make the meat-masculinity connection. They often insist that gender dynamics do not influence their dietary choices at all or discuss gender and food in contradictory terms.

This research sheds light on the often covert psychological and social barriers to meat and animal product reduction among men. But our research does not end with stating the problem. Read the full report to see our six concrete recommendations for future campaigns to better appeal to men in the UK.