That meat consumption is linked to large carbon emissions is not a new fact, neither is the insight that men in general consume more meat than women do. An article by the World Resources Institute suggests that in order to make men consume less meat, food companies should learn from the beauty industry which has succeeded in making men buy more beauty products by using masculine commercials and packages.

The article neither problematizes the impact of general consumerism on the climate, nor does it challenge gender norms at large, yet it discusses the fluidity of perceptions of masculinity and how masculinities could actually be transformed in order to embrace "greener" lifestyles.

To find out more, click here.