A playful approach to encouraging men to half the amount of meat they eat

On current trends, meat and dairy consumption is predicted to double by 2050, and with it being one of the largest industries contributing to greenhouse gas emissions, the rate at which we're eating meat isn't sustainable.

To make a start at incentivising people to eat less meat, we launched the first phase of Meat Your Match - the Protein Challenge; campaign that initially targeted male gym enthusiasts with a challenge of replacing half of their animal-based protein with plant-based protein

Why did we start with men? 60% of men exceed current guidance on daily consumption of red and processed meat. Research indicates that for many men, eating meat is embedded into our culture, following the mantra that people have always eaten meat as part of their diet and there is no reason to change this. Men are also susceptible to “protein fever” which has bolstered a multibillion-pound protein supplement industry.

Each 'Protein Challenge' participant received a Garmin fitness tracker and a consultation with a nutritional practitioner providing each of them with a personalised, accessible and tasty meal plan, helping them to meet their fitness objectives and complete the protein challenge. We supported them and tracked their progress over a two month period.

The difference made

After the two month period, 80% of participants successfully halved the amount of meat they ate, with 86% of these going on to say they are likely to continue to reduce their meat intake as a result of the challenge.

The challenge also successfully shifted some peoples attitudes towards meat, with 41.5% of participants saying they'd be likely to order a vegetarian meal when out at a restaurant with friends. This is a huge leap from just 5.56% of participants before the trial.

Everyone who took part fed back with a positive experience of the challenge, and 80% would recommend the challenge to their friends and colleagues.

You can read the summary impact report here, the full report here, or hear more from the participants themselves below.

Join the 'Protein Challenge'

Boost your employees' wellbeing - if your workplace is interested in taking on the 'Protein Challenge', get in touch. We now have a tried and tested approach and are looking for new businesses to work with.

Want to take on the challenge yourself? Have a browse through our guide to eating less meat, and try out some meat less recipes from the Meat Your Match campaign. 

Collaborate with us on the next phase

The gym enthusiast 'Protein Challenge' was the first of many targeted Meat Your Match research projects. Would you like to collaborate with us on the next one? Get in touch.