The growing influence of the ‘Manosphere’ is contributing to a “dangerous” rise in meat consumption among young men, a new report by the environmental charity Hubbub warns.

The growing network of online communities promoting men’s interests, masculinity and traditional gender roles has, says Hubbub, has “spawned an online subculture where high meat consumption is seen as a sign of strength, masculinity, and dominance”. The charity is calling on fitness influencers to “dial down the meat craze for the health of young men and the planet”.

The new report – High Steaks: How Young Men Are Beefing Up Their Diets – reveals that two in five young men aged 16-24 have upped their meat consumption in the last year, with many citing health, fitness, and peer influence as key motivators.

The UK Climate Change Committee recommends a 20% reduction in meat and dairy by 2030 and a 35% reduction for meat by 2050. However, despite a national trend of declining meat consumption, the report finds that men aged 16–24 are twice as likely to have increased their meat intake over the past year compared to older men, and nearly three times more than the general population. Over 40% of young men eat meat daily, with many citing health, fitness, and peer influence as key motivators. 

Despite this trend being partly driven by an interest in health and fitness, the report highlights the fact that consumption of red and processed meat is linked to increased colorectal cancer risk and the risk of this cancer is significantly higher in men; in 2022 male incidence rates were 44% higher than female rates.

Alex Robinson, CEO at Hubbub, said: “While much of the public conversation assumes Gen Z is leading the shift toward plant-based eating, our research tells a different story, particularly among young men. Meat has long been tied to traditional ideas of masculinity, and that association has strengthened in recent years thanks to online echo chambers and the rise of the so-called ‘manosphere’. That’s creating a real challenge. We can’t make cutting down on meat feel like another battle in the culture wars. We need to meet young men where they are and show that plant-forward food isn’t a sacrifice, it’s about tasty, healthy choices that are better for them, and the environment. The fitness industry and influencers in this space could play a really positive role here.”

The report, developed with support from the British Nutrition Foundation, Beyond Equality, and the7Stars, identifies a surge in online influencers and fitness personalities promoting “extreme meat consumption”, often alongside misinformation about its climate impact. 

The report, which explores the consequences of the trend, including the health implications, environmental repercussions and social significance, also offers recommendations and a roadmap forward. Recent initiatives from Hubbub have shown that framing meat reduction around fitness and performance, rather than ethics or the environment, resonates deeply with this demographic. In fact, Hubbub’s eight-week Meat Your Match challenge which used positive, peer-supported behaviour change techniques, saw 80% of its fitness-conscious male participants successfully halving their meat intake, and 86% said they planned to keep it up.

Key recommendations from the report for successfully starting to turn the tide include:

• Using trusted messengers like athletes and fitness influencers
• Highlighting the health and performance benefits of plant-based eating
• Making plant-forward options more available in male-dominated spaces like gyms and sports stadiums
• Countering online misinformation with relatable, evidence-backed content