Manchester Is Green – but will it be red or blue this weekend?
By Sam Longworth 1st June, 2023
If asked to name things that come to mind when you hear the word ‘Manchester,’ you might mention Oasis or the Industrial Revolution. Manchester City and Manchester United would also feature on many people’s lists, especially as the city rivals face off in the FA Cup Final for the very first time this weekend.
Now, if we asked you to name groups of people taking climate action, you might mention environmental charities or protesting schoolchildren. Football fans would be an unlikely answer.
A tactical change in extra time
Men’s England manager Gareth Southgate recently said, “football reflects society” and – given its popularity and reach - the football community has a unique opportunity to drive change on important issues. In recent years, we've seen Raheem Sterling calling out racism in the media, Marcus Rashford becoming a national hero by campaigning for free school meals, and fans putting aside club rivalries to support food banks.
Hubbub’ vision is a world where everyone makes choices that are good for the environment. This weekend, 90,000 fans will watch the game at Wembley and hundreds of millions more will tune in across the world. Imagine if we could take the passion fans have for their clubs and use it as a hook to help make them passionate fans of the environment too.
Who ate all the veggy pies?
A year ago, the full-time whistle had just blown on a three-week challenge for City and United fans in Manchester. Could they make small changes to eat better for themselves and the planet? Three months after the challenge, 70% told us they were eating less meat, 77% were eating more plants, and 83% were wasting less food. Talk about a treble, eh?
These results were amazing, but not totally surprising to us. Previous behaviour change trials have demonstrated that if you can showcase behaviours within a supportive community, show that they are easy and keep things fun, then change is likely. Ahead of the big game we checked in with two of the participants to see how they’re getting on a year after the Manchester is Green challenge, and get their predictions:
Have you kept going with eating better for the planet and yourself since the challenge?
"Yes. I used to eat meat five/ six days a week. But now I’m down to two days a week. The challenge was a big push to think differently, and I’ve stuck it for health and cost reasons."
What’s your number one tip for anybody aiming to eat less meat?
"Pick a dish you know and that you like and try swapping out the meat, or even halving the meat. Toad in the hole with veggie sausages is a good one."
What would you like as a half-time snack if you were at a match?
"Something like a delicious veggie pie. Fans would love it, but it has to sound appealing. Something like ‘spiced aloo gobi pie.'"
What’s your prediction for the FA Cup Final on Saturday?
"There’s going to be goals, that’s for sure (particularly if Harry Maguire plays), but I think 2-2 with United winning on penalties."
Have you kept going with eating better for the planet and yourself since the challenge?
"I’m wasting much less fresh food these days - fridge management is key. I was already veggy but have seen lots of friends cutting down on meat now too."
What’s your number one tip for anybody aiming to eat less meat?
"Do it in moderation. Listen to your body and maybe start with a meatless day and build from there. Find veggy options that excite you – I love an asparagus and butternut squash risotto."
What would you like as a half-time snack if you were at a match?
"Chips and a veggy hot dog would be the dream. And yes, all the trimmings: fried onions, ketchup, mustard. The works."
What’s your prediction for the FA Cup Final on Saturday?
"3-0 City. KDB and Haaland to bag with a late goal from Mahrez to seal the double for City."
From Manchester to... the world?
The opportunity for businesses from plant-based producers to retailers and caterers is massive. We're already seeing stadium caterers such as Levy making their sustainability credentials central to their approach and delivering a more sustainable matchday experience. We love Quorn’s partnership with Liverpool FC to improve player nutrition while also showcasing the foods favourite players are enjoying (sorry United fans).
As football fans ourselves and armed with learnings from Manchester is Green, expertise in sustainable diets and behavioural science, and a handful of puns, Hubbub is ready to collaborate with businesses that want to help football fans eat and live more sustainably. Kick off a chat with us at hello@hubbub.org.uk.
Supporters
Manchester is Green was funded by In Our Nature: an ambitious, community-led programmes supporting residents and communities in Manchester to take action on climate change using hooks such as food, nature and money-saving.
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