High steaks – helping young men in the West Midlands eat less meat
- The UK already eats double the global average amount of meat. The Climate Change Committee has said we need to cut our meat consumption by two kebabs’ worth per week.
- Young men aged 16-24 are the exception to a national trend towards eating less meat. Our research found 39% are eating more, at twice the rate of older men.
- For many, meat isn't just food. It's tied up with identity, fitness and fitting in - and online influencers pushing carnivore diets and climate misinformation aren't helping.
James, West Bromwich Albion Youth Coach
What we're doing
We’re meeting young men where they’re at. We’ve teamed up with colleges, football clubs, workplaces and social media influencers. Together we’re making the more sustainable and healthier option the easy choice for young men.
Partner with us
We’re interested in working out what it takes to get everyone eating less meat, and getting more plants on our plates.
If you’d like support to do the same, get in touch with our team.
Hungry for more?
Exploring red and red processed meat consumption amongst young men in Scotland. Research by Hubbub and SOS UK on behalf of the Scottish Government.
Thinking of changing-up something in your own life?
Read our 10 ways to create change.
See Hubbub in action
From Community Fridges that cut food waste to Ballot Bins that halve cigarette litter, our campaigns show what taking action that's good for the environment looks like in practice.