Mediaboss Marketing

The emergence of this new industry is a clear response tourgent callsto change our currentfood systemsdue to the heavy environmental footprint of animals bred for meat, destruction of pristine habitat to create more fields, as well as animal welfare concerns. Our reliance on meat also affects our health, both on an individual andpopulation level. New alternatives to animal-sourced meat represent the start of the transition to more sustainable food choices.

Forcing people to abandon animal meat is a non-starter, given how strongly we react to perceived loss of freedoms. That means we need to go after the psychological reasons some men, in particular, have such a strong attachment to animal meat.

How can we do that? Social marketing would be a good start, given the successes of previous common-good campaigns around making tobacco use less popular, uptake of sunscreen and COVID vaccinations.

Our study shows any marketing messages to encourage men to take up plant-based alternatives will need to be tailored very carefully. These could include:

Even with reluctant or avoidant eaters, the plant-based sector is still expected to grow strongly, adding$3 billion to the Australian economyby 2030.

Just imagine if we could bring everyone along even self-described carnivores.

See the rest here:
Meat and masculinity: why some men just can't stomach plant-based food - News - The University of Sydney