Back in April this year, while doing my usual daily scroll through instagram, I came across a post by Plant Based News. It was an image of a probably thirty something, grinning, bearded man, grasping a steak in one hand and a kitchen knife in the other. The caption across the image read ‘Over 70% Of Men Say They’d Rather Cut Their Life Expectancy Than Ditch Meat, Poll Finds.’
I continued to read more, ‘More than 70% of men say they’d rather cut their life expectancy by up to 10 years than ditch meat. The data, commissioned by No Meat May, also found that 47% saw eating meat as a ‘masculine undertaking’.’
Before I proceeded to read the comments I was already analysing and questioning the post. What are they trying to achieve by asking such a question? No Meat May is an Australian campaign that encourages people to completely give up meat for the month of May, a bit like Veganuary in the UK. It is obvious that there are biased intentions behind the survey, given that it was commissioned by a Vegan non-profit.
I attempted to find out exactly how the question was worded, but I wasn’t able to find the original survey, so let’s instead look at the way the caption of the post is worded. I think it’s safe to say that many of the participants, regardless of gender, will have perceived the poll question as ‘Would you rather cut your life expectancy than ditch [activity you enjoy].‘ And for many people around the world, again, regardless of gender, eating meat is a very enjoyable activity, and there is nothing wrong with that. We are after all, omnivores.
The question also doesn’t have a true scientific basis, because there isn’t enough evidence to suggest that giving up meat entirely is any better than simply reducing your intake. Sure there is staggering amounts of evidence out there that proves eating a diet high in whole plant foods and low in processed foods and animal products is the most preferable for optimal human health, but in order to live a healthier lifestyle, you do not have to be Vegan.
Despite my own personal views, I always try to stay unbiased and I look for unbiased information. I’ve read numerous studies, watched countless documentaries, read article after article and book after book and the evidence is clear – A wholefoods plant based diet is scientifically proven to be the healthiest diet you can eat. But as much as I care for animals and their welfare, I’m not going to spread false information on my blog, because you can eat animals and still be healthy, given you have the right balance and eat mostly whole plant based foods.
I would be more curious to know how those same participants would have responded if the question was worded more along the lines of the following: ‘Would you rather cut your life expectancy than REDUCE your meat intake?’ But No Meat May don’t want people to simply reduce their intake, hence the biased question.
In saying all of this, Veganuary and No Meat May are both excellent challenges to take part in if you’re new to a plant based diet and want to change your diet for the better. Sometimes going cold turkey (excuse the slight pun) is best, even if your long term goal is to minimize meat rather than exclude it completely. What works for one individual, might not work for another. For me personally, total elimination felt too restrictive when I took part in Veganuary in 2017. I now enjoy good quality organic meat very occasionally as part of my mostly plant based diet. I would still advocate for these organisations, I just don’t see the point in the question that was asked, other than to catch these men out in order to shame them.
Putting aside the unfairness of the poll question, it did also get me thinking about the gender stereotyping within food marketing and the perception that ‘meat is masculine’. This is the real problem here and it is something that needs to change. It’s not the men of that 70% or that 47% mentioned above that we should be angry with, it’s the companies, societies and cultures that manipulated them into thinking this way in the first place. And it fundamentally comes down to patriarchy, the creator of toxic masculinity.
So instead of slating these men for falling for marketing and cultural ideals, something every one of us is accustomed to on occasion, we should be asking them why they feel the way they do, listening to their answers and thinking about how we can help change perceptions without being patronising and judgemental.
Breaking down the ‘Meat is Masculine’ myth.
Culturally, meat is a symbol of strength and dominance. Consuming meat places humans at the top of the food chain and provides humans with proteins and fats required to carry out strenuous work. You could say that the ‘Meat is Masculine’ idea dates back to our hunter gatherer days around 12,000 years ago. But even though our modern ways of life have made it unnecessary to go out and hunt for survival, the desire for meat has only continued to grow. America is the world’s largest consumer of animal products, followed by Brazil and China. In a world where we have an abundance of food choices in our supermarkets, meat still often takes centre stage on the plate. And it’s more than just for enjoyment and flavour, it’s a statement of wealth, strength and masculinity.
In the study ‘Meat, morals, and masculinity’ by Matthew B. Ruby, Steven J. Heine, it states; ‘In both studies, omnivorous and vegetarian participants rated vegetarian targets as more virtuous and less masculine than omnivorous targets.’
It is also evident in the numbers of male vs female vegetarians and vegans. Across the globe, there are significantly more female vegetarians and vegans than there are male. A 2014 study by the Human Research Council found that in the US, according to a survey of 11,000 people, just 24% of vegans are men.
Another 2018 study found that ‘Men routinely incorporate red meat to preempt the negative emotional states caused by threats to masculinity.’
Marketing plays a key role in keeping gender stereotypes alive. Food products that are branded as slimming and healthy are often targeted at women and food products that are heavy, bulky and branded as strengthening and energising are often targeted at men. The lines are beginning to blur between gender stereotypes in advertising, but clever marketing is remembered and can have a powerful effect on what we believe to be true and so to change these perceptions it basically has to be unlearned.
When it comes down to buying meat products today, there really is nothing masculine about eating meat when it’s been grown on an intensive farm, pre-packaged and picked up with ease from a supermarket shelf or handed to you over the counter at McDonalds – No hunting necessary. We are far removed from the hunters we once were.
We’re living at a time when we’re smarter than ever before. We’ve evolved. Knowledge, curiosity and intelligence leads to science, technology and research and more and more discoveries in nutritional science prove that plant based protein sources are just as effective for preserving and building muscles as meat. A recent study published in the American Journal of Clinical Nutrition found that plant protein and animal protein appear to benefit muscle health equally. And you only have to watch the groundbreaking documentary, Game Changers, to see this truth. If you think those on a plant based diet are weaker than meat eaters, you’ll double take as you watch World Record-Holding, Vegan Strongman, Patrik Baboumian, flip a car over. The argument for meat as being essential for strength is becoming ever weaker day by day. It’s completely out of date.
Moving forwards with open minds and healthy hearts.
The main aim of writing this post was to spread a simple message. After I saw that post on Plant Based News it made me want to stick up for the men who were being unfairly slated for their responses to the survey.
To anyone who feels attacked by aggressive activism, let me tell you that eating meat and masculinity are not one in the same and you shouldn’t feel like you have to eat meat to associate with your masculine. Likewise, you should never feel ashamed for enjoying food. But we do need to move away from the toxic, patriarchal definitions of masculinity. Instead of focusing on carnism, aggression, violence, overpowerment and bloodthirst we need courageousness, dignity, honor and leadership. Eating a mostly or fully plant based diet are both very effective ways of improving our health and reducing our carbon footprint. We all have a responsibility to do what’s right, regardless of our gender or sexual orientation and in a world where our food system requires a dramatic change, there is nothing more heroic and courageous than being part of that solution. If you want to feel masculine, this is the kind of masculinity we need in our society.
We also need to be mindful of the language we use when we want to succeed in fixing misconceptions and changing perceptions for the better. We need to use language that resonates better with the majority. It needs to be unbiased. It needs to be gender neutral. It needs to be inclusive and encouraging.
In an interview between Dr. Mimi Guarneri and John Robbins – in this years Food Revolution Summit, Dr. Mimi said ‘…We tried to not call it vegetarian diet, we called it plant-based diet, because we were afraid that if we said vegetarian in the ’90s right up front, these people who had been eating meat and potatoes their whole life would say, “Oh, no,” you know, “I’m not gonna do that.”’
There are many people who don’t like to associate with vegetarianism and veganism because of the negative connotiations surrounding these terms – mainly due to aggressive activism that pushes more people away than it invites people to learn more.
I’m seeing more and more use of the words ‘plant-based’ on food products and on restaurant menus, because the term doesn’t carry any activist or restrictive connotations and so it appeals to more people. Telling people to ‘go vegan for the animals’ and then shaming them for not doing so isn’t going to lead to progress, it just causes division, anger and frustration.
You don’t have to be vegan to make a difference. You don’t have to be soft or feminine or weak to reduce or eliminate meat from your diet. All you need to be is open to change. Let’s be responsive instead of reactive and together we will heal ourselves and the planet.
Be kind to one another.
Have a beautiful day
~ Faine