Reconciling Not Eating Meat and Masculinity in the Marketing Discourse for New Food Alternatives

Abstract

Traditional hegemonic masculinity can be traced on the typical man's plate where meat represents the centerpiece. Meat consumption dominates the current marketing discourse which builds on masculinity to reinforce the stereotyped gender-based diets. In light of scientific evidence about the detrimental impacts of meat consumption on human wellbeing and environmental health, this chapter argues that men are at the crossroads where the concept of masculinity is being redefined. Their social role is similarly changing with new expectations for more sustainable diets which call for plant-based food choices and possibly lab-grown meat. Some men are endorsing these imperatives while others continue to succumb to social inertia. A new marketing discourse is needed which reconciles masculinity with not eating meat and encourages a transition to alternative dietary choices that are better for personal health, allow improved use of the planet's resources, and have less impact on climate change.