My first blog post is inspired by the food served at Robinson College whilst undertaking the first part of my Sustainability Leadership Masters programme (food never being far from my mind). The course organisers used a very cunning ‘Nudge economics’ ploy that would make even Richard Thaler proud – where you had to opt-in for meat at each of the meals, with the default being vegetarian. If you opted-in, this would trigger feelings of guilt and embarrassment at making such a hypocritical choice to consume highly unsustainable meat at a sustainability course.
So, I decided to choose the socially acceptable option and stick with the vegetarian food, I went five whole days without consuming meat (big deal I hear you say)! However, for me, this was a big change given I probably hadn’t gone more than 24 hours without some sort of animal protein since I was a baby. My main worry to be very honest; I would shrivel up and loose the already pitiful amount of muscle mass I have been building up through years of gyming’ and protein consumption – returning to London a skinny puny wreck. Not only is this probably biologically stupid, but it also made me think – why should I care? Is it sustainable for some men feel compelled to lift weights, eat meat, and get “shredded; hench; swole; ripped; jacked; buff…etc etc”
Tackling meat consumption, particularly in the developed world, could be a significant win in achieving our COP 21 aspiration to keep temperature rises within 1.5C of pre-industrial times. Putting aside the ethical issues of animal slaughter and the health impacts of over consumption, meat is a key contributor to climate change – accounting 13% of global GHG emission. This is roughly the same as the global emissions generated from our transport system – which we are putting huge resources behind to fix with innovations such as electric vehicles. We should therefore be thinking hard about any issues that prevent the reduction of meat consumption.
I think our attitude and culture towards meat is a key issue in achieving the necessary reduction of our consumption. And the issue of meat and masculinity, which I touched on with my feeling of anxiety above, I think is central to this issue. Studies support my view, as Zoe Eisenberg pointed out in the Huffington post, with a University of Hawai study that the consumption of meat has a positive impact on perceived levels of masculinity.
The issue of men and meat is likely a deeply entrenched social issue, given the traditional masculine value of physical strength, but this is going to have to either adapt or change if we are going to cut our meat consumption. In this modern age, where physical strength is no longer key to survival, does society need to rethink what we expect of men?
 Environmental Protection Agency: https://www.epa.gov/ghgemissions/global-greenhouse-gas-emissions-data
 Attila Pohlmann, University of Hawai: https://experiment.com/projects/meat-can-manhood-stomach-the-punch-of-the-vegetarian-alternative?s=search