Can masculine marketing convince more men to eat vegan?

Eating more plant-based meals is better for our health and better for the planet. But cultural preferences are significant barriers to reducing meat consumption—especially for men, who are underrepresented among vegans and vegetarians. Studies have found that eating meat is associated with masculinity, and that gender stereotypes label plant-based diets as suitable for women but not men. So is it possible to change the perception of plant-based food with marketing, and convince men to eat more of it?