New Study Finds Meat-Centric Masculinity is Barrier for Achieving Sustainability


A new study that will appear in the journal Apetite this June (2015), is calling on the meat-masculinity link as a barrier to sustainability. This is something we’ve been talking about for years at, and it’s nice to see it confirmed in a scientific journal:

The achievement of sustainability and health objectives in Western countries requires a transition to a less meat-based diet. This article investigates whether the alleged link between meat consumption and particular framings of masculinity, which emphasize that ‘real men’ eat meat, may stand in the way of achieving these objectives.

The study specifically looked at 18-35 year old men in the Netherlands. Chinese Dutch, Turkish Dutch and native Dutch adults were the subjects of the study, which found that cultures with the biggest gender differences, had the strongest link between meat-eating and masculinity. In this case, it was the Turkish-Dutch men who showed the strongest link, and native Dutch men who had the least gender differences and the weakest of meat-masculinity link.

The findings suggest that the combination of traditional framings of masculinity and the Western type of food environment where meat is abundant and cheap is bound to seriously hamper a transition to a less meat-based diet. In contrast, less traditional framings of masculinity seem to contribute to more healthy food preferences with respect to meat. It was concluded that cultural factors related to gender and ethnic diversity can play harmful and beneficial roles for achieving sustainability and health objectives.

• The American Psycological Association published Real Men Don’t Eat (Vegetable) Quiche: Masculinity and the Justification of Meat Consumption by Hank Rothgerber.
• The University of Chicago Press’ Journal of Consumer Research highlighted the phenomenon of masculinity in association to meat: Why Do Male Consumers Avoid Vegetarian Options?
• The Discerning Brute on Masculinity & Meat

Joshua Katcher on Rich Roll Podcast

Ultramarathoner, plant-power authority and lifestyle expert Rich Roll has a massive following. If you aren’t already tuned in to the fantastic work he’s doing, you should be! I had the honor of being interviewed on Rich’s highly-acclaimed podcast a few days ago, and I’m so excited to share it with you! We discuss reimagining fashion as environmentally and ethically sound, and talk about everything from masculinity to mass media.

I should also mention that Rich and Julie’s new book, The Plantpower Way is something you should definitely pre-order right away!

The Plantpower Way Cover

Vegan Fashion Talk: Issues & Innovations

Screen Shot 2015-03-17 at 6.22.20 PMBUSHWICK INLET PARK BUILDING
86 Kent Ave Brooklyn, NY, 11249 United States


The Ethical Writers Coalition presents a round-table discussion on vegan fashion and sustainability. This exciting event features moderator Joshua Katcher (adjunct professor at Parsons The New School, founder of Brave Gentleman, and editor at The Discerning Brute), with fellow vegan fashion designers discussing the challenges and latest innovations, from high-tech, low-impact synthetics to lab-grown leather. It’s a must for aspiring designers, stylish vegans, and anyone interested in sustainable fashion. Join us for an inspiring conversation over refreshments from Little Choc Apothecary. Ask questions, meet the designers, and learn what’s next for cruelty-free design.

Screen Shot 2015-03-17 at 6.27.19 PMPanelists

International recording artist Joya Bravo will be performing with her electric violin at 7:30 before the panel gets underway.

Engineering An End to Poaching

Ele-rino, Emptyland by Jaume Montserrat

Imagine a world where one would not have to convince others to curtail consumption of things like elephant ivory or rhino horn. Instead, one could simply replace illegal, destructive and cruel (yet sought-after) goods with synthesized versions. Enter Pembient, a bioengineering firm with the goal of replacing wildlife products at prices below the levels that induce poaching. CEO Matthew Markus’ goal is to replace the illegal wildlife trade, a $20B black market.

Pembient was recently welcomed into the prestigious biotech accelerator IndieBio. According to IndioBio’s program director Ryan Bethencourt, “…there’s no reason why live animals should be used in any part of our food or goods chain and we’re working to make that a reality.” Pembient plans to unveil its first product in June.

Gardeners of Eden, James Payne SLIP

Jame Payne is a Los Angeles based clothing company inspired by the rebel aesthetic. The brand was recently featured on the cover of the Los Angeles Times business section for utilizing superior vegan materials and USA-based production.

Gardners of Eden is a film that showcases both the efforts to save orphaned baby elephants and stop elephant poaching. Experts agree that if the poaching is not stopped, elephants will be extinct within 0nly twenty years. Click here to donate to the effort to rescue orphans and to attend a screening on February 17th in New York City.