A recent study conducted by researchers from the University of Bath, Bryant Research, and the University of Zurich revealed that traditional masculine norms often hinder men from adopting more sustainable diets by reducing their meat and dairy consumption. The research surveyed over 1,000 men in the UK and found that those who strongly adhered to traditional masculine norms were more likely to eat more meat, have an emotional attachment to meat and dairy, and view meat-eating as masculine while vegetarianism was seen as a threat to masculinity.

To address these barriers, the researchers suggest several strategies to make plant-based eating more appealing to men, including prioritizing taste, focusing on health and nutrition benefits, using implicit messaging, balancing clarity and appeal in labelling, leveraging social influence, and addressing cost concerns. Despite men's conflicting attitudes towards meat consumption and gender, researchers believe that masculinity plays a significant covert influence on dietary choices, highlighting the importance of understanding the social dynamics at play in shaping men's food preferences.