High steaks – helping young men in the West Midlands eat less meat
- The UK already eats double the global average amount of meat. To hit our climate targets, we need to cut consumption by 20% by 2030.
- 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've learnt so far:
As well as polling 2,319 (2,002 nationally plus the 317 West Midlands boost) young men aged 16 to 34 across the UK, we ran seven focus groups with behavioural scientist Ed Latham from the University of London. We then tested what we'd learned in real settings, from filmed interviews and site visits to manufacturing canteens, West Bromwich Albion’s ground and Black Country high streets.
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Meat reduction isn't on the table for most
For many of the young men we spoke to, meat isn't a choice they weigh up. It's the default, often inherited from family and reinforced by habit, pleasure and their peers. Enjoyment is the biggest reason they give for not cutting back (40%), with only 26% of young men in the West Midlands believing eating less meat helps the environment.
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Young men have a protein blind spot... but awareness of plant proteins can be shifted.
Protein came up constantly, whether the men trained or not, with a simple rule-of-thumb: more is more. Most saw meat as the main, sometimes only, real source of protein, and many were surprised plants contain it at all. Encouragingly, 22% said knowing a plant-rich dish is high in protein would most motivate them to choose it.
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The real rival is the takeaway pizza
For young men, taste and convenience win over health. Only 41% of meals eaten by young men in the West Midlands are eaten at home, compared with 80% nationally, so they rely heavily on takeaways, canteens and cafés. High streets full of fast, cheap, familiar meat options set the bar that plant-forward food has to beat.
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Unfamiliar and ultra-processed foods are the enemy
Young men stick with familiar comfort food, and 28% in the West Midlands say they're unlikely to try plant-based meat. Many see meat as simple and natural but plant-based alternatives as highly processed. Plant-forward meals work best when they use real, recognisable ingredients like pulses and veg in tried-and-tested flavours.
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They think their mates judge them more than they actually do
Meat is bound up with social rituals, from Sunday roasts to a cheeky Nando's, and 1 in 5 young men in the West Midlands think their friends are more negative about plant-based food than they are. But peer influence works both ways. At a West Bromwich Albion youth tournament, boys queued for seconds (and thirds) once they saw their friends eating it.
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.