Excessive meat consumption is increasingly scrutinised for its impacts on the environment, animal welfare, and public health. Men’s consumption of meat is higher than women’s, driven not just by taste preferences and higher caloric needs, but also social expectations surrounding men’s diets. Public messaging to reduce a behaviour as deeply ingrained as meat eating—a food that humans have consumed for at least 2.5 million years—can expect to face significant resistance. Behavioural public policy may offer unique tools to address this, but has to be careful not to trigger psychological defences.   … More Meat and manhood: Unpacking resistance to reduced meat consumption