‘Manosphere’ driving young males to eat more meat

Younger men are eating more red meat to show their masculinity.

(Image: Getty Images)

There’s nothing manlier than chowing down on a blue or rare steak, according to the ‘manosphere’Young men are beefing up their diets and consuming more meat in a bid to fit in with masculine tropes, such as those promoted via the manosphere on social media.

This uptick in 16 to 24-year-old males turning to meat-heavy diets may tick the ‘masculinity’ box, but it is poses a problem for health and climate as well as culture in general, says environmental charity Hubub.

The age group is twice as likely to have increased their meat intake over the last 12 months when compared to older men, according to the charity in its High Steaks: How Young Men are Beefing up their Diets report.

How many men eat meat?Over 40% of young men eat meat daily, with most citing health, fitness and peer influence as the top motivators for doing so.

This is in stark contrast to the 17% of young men who feel comfortable eating plant-based food with friends and family. Also, half of men are less likely to identify as vegetarian or plant-based than women.

“While much of the public conversation assumes Gen Z is leading the shift towards plant-based eating, our research tells a different story, particularly among young men,” says Hubub CEO Alex Robinson.

Meat had long been tied to the idea of masculinity, with the association strengthening in recent years as social media gives space to the so-called ‘manosphere’, with big and sometimes controversial names including Andrew Tate preaching to their followers.

“That’s creating a real challenge,” continues Robinson. “We can’t make cutting down on meat feel like another battle in the culture wars. We need to meet young men where they are and show that plant-forward food isn’t a sacrifice, it’s about tasty, healthy choices that are better for them and the environment.”

Who’s promoting meat consumption?A surge in online influencers and fitness personalities were promoting “extreme” meat consumption, alongside misinformation about its climate impact, says Robinson.

“From the Liver King to Joe Rogan, young men are being targeted with propaganda that paints meat as a shortcut to strength, status and self-worth,” he adds.

However, the charity argues for stronger messaging around what it calls the negative consequences surrounding increased meat intake, including the health and environmental implications.

It also advises food brands and the wider industry reframe their meat reduction narratives towards fitness and performance benefits, rather than ethics or environment to better resonate with the target audience.