The cultural drive for men to consume other animals is well understood in the social science literature, but less research has examined how women as a distinct social class might also wish to consume Nonhuman Animals, and, more specifically, why women might actively resist vegan outreach efforts.
For some women, the alignment with male consumer behaviour and value systems could indicate an attempt to bargain with patriarchy, a strategy some women use, whether consciously or not, to protest their station as a woman or even improve their status by aligning with male power.
Other women may celebrate their consumption of other animals as a demonstration of their improved social status in a “postfeminist” society. Women and girls, after all, have been systematically denied access to higher-value foods, such as animals’ flesh. Many are deprived of sufficient calories due to cultural norms.
Women’s access to animal bodies may therefore signal “We’ve come a long way, baby.” Claiming “meat” allows women to claim their power. To this end, many feminists are resistant to vegan claimsmaking, arguing that food deprivation and dietary dictates are sexist.
Although feminism has historically employed consciousness-raising to awaken women to their personal and shared oppressions, the neoliberal influence over contemporary feminism has encouraged more feminist attention on individual freedom and considerably less on collective liberation. As a result, mainstream feminism has obstructed solidarity with other animals, as the requisite adoption of a vegan diet is dismissed as a matter of “personal choice.”
Sociological and psychological research on the relationship between gender and veganism often feeds the scientific trend in reifying gender essentialism (assumed fixed differences between women and men), focusing on women’s tendency toward plant-based eating and men’s tendency to eat more “meat.” More research, however, is needed to address a trend that is frequently overlooked in the literature: despite women’s cultural affiliation with other animals, most women continue to them.
Dr. Wrenn is Lecturer in Sociology at the University of Kent. She received her Ph.D. in Sociology with Colorado State University in 2016. She was awarded Exemplary Diversity Scholar, 2016 by the University of Michigan’s National Center for Institutional Diversity. She served as council member with the American Sociological Association’s Animals & Society section (2013-2016) and was elected Chair in 2018. She is the co-founder of the International Association of Vegan Sociologists. She serves as Book Review Editor to Society & Animals and is a member of the Research Advisory Council of The Vegan Society. She has contributed to the Human-Animal Studies Images and Cinema blogs for the Animals and Society Institute and has been published in several peer-reviewed academic journals including the Journal of Gender Studies, Environmental Values, Feminist Media Studies, Disability & Society, Food, Culture & Society, and Society & Animals. In July 2013, she founded the Vegan Feminist Network, an academic-activist project engaging intersectional social justice praxis.
Vegan Camp Out is a British vegan festival held every uly that gathers thousands of attendees for a weekend of vegan talks, activities, and socialising. With tickets starting at £85 pounds, Vegan Camp Out is hardly an accessible event. Folks who rely on mobility devices would also find the campground difficult to access. Women, too, it seems are having issues with accessibility. Year after year, “the world’s largest vegan camping festival” features a nearly all-male lineup.
In 2023, Vegan Camp Out highlights 20 speakers and performers on its promotional flyer. Only 6 of them appear to present as women.
In 2022, it highlighted Earthling Ed, Evanna Lynch, Simon Amstell, Lucy Watson, JME, Gaz Oakley, Bimini Bon-Boulash “and many others.”
In 2021, it celebrated its “incredible line-up” of Russell Brand, BOSH!, Chris Packham, Joey Carbstrong, Benjamin Zephaniah, P Money, Cosmic Skeptic “and more!”
In 2019, it cheered its “impressive line-up” of Earthling Ed, Matt Pritchard, Shikari Sound System, Akala “and many more.”
In 2018, it touted its “fantastic line-up” consisting of Simon Amstell, JME, Macka B, Neal Barnard, Melanie Joy, Heather Mills “and many more!”
The above highlights pulled from the Vegan Camp Out “Previous Years” website (as of April 23, 2023) include 28 speakers and artists. Only four of them present as women (in addition to Bon Boulash who is openly non-binary). The other female speakers, we are left to assume, must be counted among the “many more.”
The fantasy that Vegan Camp Out nurtures, whether intentionally or not, is a vegan movement by men for men. Too often in social movements, women are not deemed worthy of political thought or organizational contribution beyond making coffee and copies or serving as groupies. In the animal rights movement, which is comprised of a female majority (approximately 4 out of 5 vegan activists are women), the invisibilization of women exemplifies institutionalized sexism. It misrepresents, devalues, and erases women’s contributions while platforming men as more interesting, intelligent, and appropriate for leadership.
When challenged on this misrepresentation, Vegan Camp Out responded to me via Facebook on April 20, 2023, noting that their mostly male approach is acceptable because “the number of high profile acts/activists is [not] always proportionate” and “we book our line-up by listening to who our audience wants us to see, rather than us specifically.”
It is a Catch-22. Vegan Camp Out defers to audience polls to determine who will be approached as a speaker. Yet, with perpetual all-male lineups across the animal rights movement, how could the average activist be expected to know of any speakers who are not male? Women aren’t granted platform and this, in turn, ensures they will not be granted platform into perpetuity.
For that matter, the reality is that our society is sexist and male-favoring. Women, too, are socialized by patriarchy. The point is that movement leaders like Vegan Camp Out are in an important and influential position to develop the movement rather than replicate its weaknesses. Rather than recognize this responsibility, leaders too often dismiss anti-sexist critiques with gaslighting.
Vegan Camp Out furthers:
We don’t just book other people that our audience aren’t interested in seeing just to increase the number for that demographic, as we don’t book people based on their race or gender as that would be discriminatory and something we don’t agree with.
Vegan Camp Out bills itself as “The UK’s Best Vegan Festival.” This means it is in a unique position of professional obligation. When feminists and anti-racism activists raise attention to inequality and demand intervention, a common liberal response is to charge them with “reverse sexism” and “reverse racism.” This kind of response is an effective means to resist meaningful diversity efforts and maintain systems of inequality. It is effectively anti-affirmative action to the effect of maintaining white male supremacy. As a social movement, we have a duty to challenge inequality, not make excuses for it.Particularly for community leaders like Vegan Camp Out, it is vital that platforms are used to promote the world we want to see rather than replicate inequality and marginalization.
The vegan feminist community calls on organizations and individuals to do better. Organizations should actively ensure a diversity of contributors (and accessibility for a diverse audience). Men should boycott events that do not have some semblance of diversity in representation. Everyone can nominate more women, trans women and men, non-binary people, people of color, people with disabilities, and other folks from marginalized groups who, despite their marginalization, have important things to say. Everyone can read more of their work, reference them more, and make space for their ideas and experiences that might differ from the middle-class white male Western experience.
This is not just a matter of equality for our movement, but it is of vital importance for creating a robust and effective movement. Western white men created many of these problems, we should hesitate in deferring to Western white men to fix them. Their expertise should be integrated into a multifaceted repertoire of tactical knowledge and theories of change, not rise to the top of that repertoire and crowd out the rest. This is not a matter of divisiveness; it is a matter of consistency in the anti-oppression work we engage in anti-speciesist spaces. To achieve total liberation for all species, vegan activists must also examine their own participation in inequality. If we, as a movement, cannot take seriously gender discrimination, this renders dubious our challenge to species discrimination. Why? Because oppressions share similar roots and mechanisms; sexism and speciesism are intimately entangled.
Contact Vegan Camp Out and ask that they step up as movement leaders and ensure a more diverse program:
Dr. Wrenn is Lecturer in Sociology at the University of Kent. She received her Ph.D. in Sociology with Colorado State University in 2016. She was awarded Exemplary Diversity Scholar, 2016 by the University of Michigan’s National Center for Institutional Diversity. She served as council member with the American Sociological Association’s Animals & Society section (2013-2016) and was elected Chair in 2018. She is the co-founder of the International Association of Vegan Sociologists. She serves as Book Review Editor to Society & Animals and is a member of the Research Advisory Council of The Vegan Society. She has contributed to the Human-Animal Studies Images and Cinema blogs for the Animals and Society Institute and has been published in several peer-reviewed academic journals including the Journal of Gender Studies, Environmental Values, Feminist Media Studies, Disability & Society, Food, Culture & Society, and Society & Animals. In July 2013, she founded the Vegan Feminist Network, an academic-activist project engaging intersectional social justice praxis.
Each March 8th, People for the Ethical Treatment of Animals (the world’s largest Nonhuman Animal rights organization) appropriates International Women’s Day to spotlight its sexist campaigning. Given persistent issues with gender inequality in the animal rights movement, this appropriation is not just disappointing, but dangerous.
Figure 1
Consider one 2013 blog post that encourages readers to “Celebrate International Women’s Day With the Strong, Powerful Women of PETA.” The blog author must have bent over backward to identify the few PETA print campaigns that do not sexualize women activists. While the effort is admirable, the blog post nonetheless diminishes its selected activists as “brazen beauties” and also spotlights a number of PETA’s pornographic celebrity campaigns. One chosen image depicts Pamela Anderson, an icon of the sex industry, in a promiscuous position and sexualized expression (Figure 1). Another depicts talk show host Wendy Williams completely nude in a similarly sexualized position (Figure 2). PETA seems to suggest that “strong” and “powerful” women are those who are sexually available and objectified for the male gaze.
It’s “Girl power!” PETA exclaims.
Figure 2
Ten years later, some things have changed, but many remain the same. On the positive side, PETA celebrated International Women’s Day in 2023 by actually featuring international women (as opposed to mostly white American women as it has in the past). As another consequence of this internationalization, PETA has decreased its reliance on naked campaigning in some regions (such as the UK) where the public and media have been less accommodating to sexist images. But sexism is still sustained in PETA’s appropriation of feminism in the US. The image chosen to represent one featured female activist appears to be pulled from a pornographic magazine (Figure 3).
Figure 3
This is not to say that PETA’s female activists have no agency and are uninvolved in their participation and presentation. Sexuality can be empowering for women in a society that has historically controlled and demonized women’s desires. Women’s bodies should, of course, be celebrated. But on International Women’s Day, a day of solidarity against patriarchy and gender inequality, the emphasis should not be on pimping pornography in the name of animal rights. International Women’s Day might be better celebrated by challenging pay inequality in the animal charity sector, confronting men’s sexual harassment and abuse of female activists, and rejecting objectifying, sexually exploitative imagery of our women activists which feeds this inequality and violence.
Rebranding sexism as feminism is a clever, but nefarious tactic. Feminists outside of the animal rights movement have flagged this trend as a consequence of capitalist co-optation. Sex and sexism are used to sell all sorts of goods in the marketplace; using language of “empowerment” can mask continued inequalities, silence criticism about that inequality, weaken social justice efforts, and can even be used to sell sexist products to women! Feminist scholars have noted, “IWD suffers from corporate capture by all types of organisations…which make empty claims for reputational gain.” “We are daunted by the showbowing and the lack of concrete systemic changes,” they further.
Feminists have also specifically called out PETA on its contribution to this for-profit culture of misogyny. Not only does PETA’s denigration of International Women’s Day sour gender relations within the animal rights movement, but it also renders impossible a meaningful alliance with the feminist movement. And solidarity in the face of injustice is the entire point of the celebration.
Dr. Wrenn is Lecturer in Sociology at the University of Kent. She received her Ph.D. in Sociology with Colorado State University in 2016. She was awarded Exemplary Diversity Scholar, 2016 by the University of Michigan’s National Center for Institutional Diversity. She served as council member with the American Sociological Association’s Animals & Society section (2013-2016) and was elected Chair in 2018. She is the co-founder of the International Association of Vegan Sociologists. She serves as Book Review Editor to Society & Animals and is a member of the Research Advisory Council of The Vegan Society. She has contributed to the Human-Animal Studies Images and Cinema blogs for the Animals and Society Institute and has been published in several peer-reviewed academic journals including the Journal of Gender Studies, Environmental Values, Feminist Media Studies, Disability & Society, Food, Culture & Society, and Society & Animals. In July 2013, she founded the Vegan Feminist Network, an academic-activist project engaging intersectional social justice praxis.
In my research on the phenomenon of sexualized veganism, I have noted that veganism poses a threat to anthroparchal power in a speciesist society and is thus vulnerable to sexist repressive efforts. Despite decades of stigmatization and discrimination, veganism has nevertheless persisted. Some of this persistence is a result of capitalism’s co-optation of veganism. Capitalism has effectively transformed a social justice movement into lifestyle consumerism. Emphasizing the gender politics of plant-based products helps ease a radical resistance movement into the marketplace. Sexualized vegan advertising, in particular, effectively pulls on gender stereotypes, sex, and careless consumption to sell a disempowered, consumer-friendly “veganism.”
Consider the American chain restaurant Red Robin. In an advertisement for its large variety of burgers, it makes special mention of its newly available Garden Burger. Speciesist industries will often greenwash their branding in order to avoid critique of other, less sustainable products on offer. Adding a token vegan item, however, is also important for ensuring that one dissenting consumer will not prevent a larger group of speciesist consumers (i.e. their family or friends) from choosing that brand. Companies are thus in the tricky position of needing to accommodate vegans without repelling speciesists.
Sex depoliticizes. Red Robin’s ad, for instance, specifically draws attention to its veggie burger as appropriate for teenage girls in the family who may be “going through a phase.” Sexualizing vegan food in this way–by 1) noting the presumed gender of the consumer, 2) disparaging her activism as “a phase,” and 3) phrasing this disparagement as “just a phase” to align it with the similarly disparaged LGBTQ+ community–helps to promote it as an option while protecting the anthroparchal status quo.
By way of another example, American fast-food chain Subway promoted its largely “meat”-based mix-and-match lunch deal as an offer that has “something for everyone.” The ‘Veggie Delite’ sandwich is paired with a white woman stereotyped as a hippie love child. Like the Red Robin commercial, Subway reinforces the sexist notion that healthy and ethical consumption is associated with the feminine gender role. More than this, the trope of the silly, free-spirited, “meat”-free white woman that Subway applies reinforces the idea that veganism is a lifestyle choice frivolously based on one’s current mood or appetite; as changing and unserious as women are presumed to be. Veganism presented as a care-free, fun lifestyle choice disassociates it from the serious (and more masculized) realm of politics where veganism threatens the very status quo that enriches Red Robin, Subway, and other violent companies.
Dr. Wrenn is Lecturer in Sociology at the University of Kent. She received her Ph.D. in Sociology with Colorado State University in 2016. She was awarded Exemplary Diversity Scholar, 2016 by the University of Michigan’s National Center for Institutional Diversity. She served as council member with the American Sociological Association’s Animals & Society section (2013-2016) and was elected Chair in 2018. She is the co-founder of the International Association of Vegan Sociologists. She serves as Book Review Editor to Society & Animals and is a member of the Research Advisory Council of The Vegan Society. She has contributed to the Human-Animal Studies Images and Cinema blogs for the Animals and Society Institute and has been published in several peer-reviewed academic journals including the Journal of Gender Studies, Environmental Values, Feminist Media Studies, Disability & Society, Food, Culture & Society, and Society & Animals. In July 2013, she founded the Vegan Feminist Network, an academic-activist project engaging intersectional social justice praxis.
After much ridicule and resistance, veganism seems to be reaching a tipping point in popularity, cultural assimilation, and institutional accommodation in the West. Indeed, the 2021 Veganuary event pulled a record 600,000 registrants, while hundreds of stores and restaurants eagerly provided new products and specials to facilitate the trend. A year prior, veganism was even recognized as a protected belief in the United Kingdom.
Yet, with any successful political movement comes the predictable countermovement tasked with troubling mobilization efforts and preserving the status quo. For the vegan movement, its opposition takes many forms. This has included newly formed laws designed to protect the secrecy of animal agriculture (Martin 2015, Simon 2013), recharacterize vegan activists as terrorists (Wright 2015), redefine common food terminology and labeling to exclude plant-based options (such as “mayo,” “milk,” and “burger”) (Kleeman 2020), and cast doubt on vegan healthfulness with state-funded marketing campaigns (Nibert 2003). Opposition also materializes in the cultural realm with vegans routinely mocked, marginalized (Cole and Morgan 2011), and feminized (Adams 2000; Gambert and Linné 2018).
It is veganism’s feminine association that has become its greatest point of vulnerability in a society that is, according to some feminist sociologists (Dines 2010), increasingly pornified, commodified, and antagonistic toward all things feminine. This begs the question: how can the popularity of veganism be reconciled within a patriarchal marketplace?
I suggest that veganism is regularly described by advertisers in fetishistic terms, likely as a means to resonate with audiences that have been increasingly cued by pornographic and androcentric scripts of consumption. In this way, it is reduced to a hedonistic, capitalist-friendly practice of pleasurable consumption that is very much in line with existing unequal social relations. Drawing on vegan feminist theory, I argue that the veganism—a political position that fundamentally challenges narratives of domination—poses a threat to patriarchal social relations. Subsequently, veganism is depoliticized by patriarchal practices of sexual objectification and capitalistic practices of commodity fetishism. Sexualization, I conclude, transforms veganism from a mode of resistance into a mode of complicity.
This talk, presented at the British Sociological Association’s Food Study Group Conference, is available to view here.
Works Cited
Adams, C. 2000. The Sexual Politics of Meat. London: Continuum.
Cole, M. and K. Morgan. 2011. “Veganphobia: Derogatory Discourses of Veganism and the Reproduction of Speciesism in UK National Newspapers.” The British Journal of Sociology 62 (1): 134-153.
Dines, G. 2010. Pornland: How Porn has Hijacked Our Sexuality. Boston: Beacon.
Gambert, I. and T. Linné. 2018. “From Rice Eaters to Soy Boys: Race, Gender, and Tropes of ‘Plant Food Masculinity’.” Animal Studies Journal 7 (2): 129-179.
Kleeman, J. 2020. Sex Robots & Vegan Meat. London: Picador.
Dr. Wrenn is Lecturer in Sociology at the University of Kent. She received her Ph.D. in Sociology with Colorado State University in 2016. She was awarded Exemplary Diversity Scholar, 2016 by the University of Michigan’s National Center for Institutional Diversity. She served as council member with the American Sociological Association’s Animals & Society section (2013-2016) and was elected Chair in 2018. She is the co-founder of the International Association of Vegan Sociologists. She serves as Book Review Editor to Society & Animals and is a member of the Research Advisory Council of The Vegan Society. She has contributed to the Human-Animal Studies Images and Cinema blogs for the Animals and Society Institute and has been published in several peer-reviewed academic journals including the Journal of Gender Studies, Environmental Values, Feminist Media Studies, Disability & Society, Food, Culture & Society, and Society & Animals. In July 2013, she founded the Vegan Feminist Network, an academic-activist project engaging intersectional social justice praxis.
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In a society that has thrived upon the degradation, humiliation, and eroticised subordination of women, it is no surprise that other beings considered as ‘lesser’ in the capitalist hegemony are exploited and abused for mass consumption. Capitalism habitually reduces women to the sum of their parts, be it through normalised misogyny in the media or advertisements designed to titillate. This is intrinsically tied to the objectification of animals. The culture of misogyny naturalises depictions of violence and female discomfort as being erotic, glorifying the threatening as arousing. Subsequently, the culture of meat has normalised violence against non-human animals – the worst kinds of torture imaginable – and glamorised the gruesome outcome through attractive packaging and enticing marketing ploys.
Therefore, veganism is a feminist issue. In her book The Pornography of Meat, Carol J. Adams explains the concept of the ‘absent referent’: ‘We do not want to experience uncomfortable feelings about violence, butchering, suffering, and fear. This is the function of the absent referent—to keep our ‘meat’ separated from any idea that she or he was once an animal who was butchered, to keep something (like hamburger) from being seen as having been someone (a cow, a lamb, a once-alive being, a subject.)’. Accordingly, Adams argues that ‘nonhuman animals become absent referents through the institution of meat eating. Through socialization to sexual objectification, women become absent referents as well.’
The meat industry is adept in its subterfuge, selling murdered flesh by convincing consumers to separate the cruelty of the slaughterhouse from the finished goods. Once the dead animal is packaged up it is no longer a once sentient being, but a product. A chicken stops being a creature with feelings, who suffers from the same pain a human would, but a breast, a leg, a thigh. Advertisers depict meat with pornified glee: the KFC website boasts of ‘Our simple, succulent 100% chicken breast fillet burger’ beneath a gaudy image of oily, fried chicken.
These images belong in the canon of what is known as ‘beauty sadomasochism’. Coined by Naomi Wolf in her 1990 book, The Beauty Myth, the concept of beauty sadomasochism is highly salient to the meat industry. Beauty sadomasochism ‘claims that women like to be forced and raped, and that sexual violence and rape are stylish, elegant, and beautiful’. Likewise, the grinning, winking cartoon chicken adorning numerous chicken shops invites us to tear at its flesh; the carcass is beautified, eroticised. The morbid sexualisation of meat parallels the depiction of the female body in advertising: the female body as an acquiescent, inert, available product for the male gaze is comparable to images of the passive, lifeless limbs of animals for human gratification. Women, like pieces of meat, are viewed as objects to be consumed and spat out.
Veganism and feminism are harmonious causes. This is no truer than in the case of the dairy industry which is built upon the exploitation and enslavement of cows and hens for their reproductive organs. Just as women’s bodies are commodified in the capitalist industry so are the bodies of non-human animals. Take the defenceless cow who spends her days attached to the automatic milking machinery that steals her calves’ milk. Her organs are services to be utilised and consumed until she herself is no longer of value and cast aside, butchered, murdered. Surely there is nothing more degrading, more heart-breaking, that the image of the helpless bovine mother, strapped and captive in the confines of the cold metal pumps and vacuums, with no possibility of escape? One would have to be made of the same steel as the sterile milking machinery to remain unmoved by such abuse. But the sad fact is that this level of animal abuse has been so normalised in our culture that people can indeed look at the suffering of these animals with apathy. Capitalistic exploitation hardens the human spirit and erodes compassion, whereby humans seek gratification by any means, at any cost: capitalism thrives on self-centredness.
Recently there has been a slew of criticism levied at vegans. Contrary to the belief of the critics, veganism is not arrogance. At the core of veganism is compassion. Such fervent derision of compassion is intrinsically tied to objections against the supposed feminisation of society. When M&S announced that their Percy Pig range of sweets would now be gelatine free, there was outrage from the vegan-bashing contingent. The power of capitalism misleads people into believing that the pig gelatine in their sweets is somehow separate from the cuddly cartoon pig on the sweet packet.
It is telling that one of the most prominent purveyors of anti-vegan vitriol is Piers Morgan. Morgan bestowed upon the Veggie Percies the same level of ire that he reserved for actor Daniel Craig when the James Bond star was spotted carrying his baby in a sling, a gentle act of parenthood deemed emasculating by Morgan. Similarly, Morgan was incensed when he discovered that chef Gordon Ramsay had, like Daniel Craig before him, not only carried his baby in a papoose but had begun expressing vegan sympathies, too. Ridiculing Ramsay on Twitter, Morgan grumbled, ‘Gordon Ramsay, the caveman of the kitchen, has now become a vegan-slavering, papoose-carrying numpty… You know why he can’t carry his own child? Because he’s eating vegan food. He’s not strong enough any more (sic).’
The fallacy that Morgan so vehemently espouses – of veganism being indicative of the feminisation of society – is characteristic of what philosopher Jacques Derrida termed carnophallogocentrism. Carnophallogocentrism is the notion that carnivorousness is inherently linked to masculinity and thus male sexual prowess. The concept of the emasculated male living on plants is directly interconnected to misogynistic discourse, as animals are viewed as yet another means of phallocentric conquest.
Ultimately, ‘toxic veganism’ is a myth, as is the propagation of the irate, misandristic ‘feminazi’: both are spawned from the same hegemonic system, which is mindful that there is money to be made out of the miseries of those regarded as subaltern. Perceptions of the self-righteous, middle class, white vegan are mere distractions from animal welfare, as people refuse to confront their harmful dietary choices. A carnivorous diet is not a simple personal choice when said choice involves a victim. A person’s right to eat meat does not trump an animal’s right to live. No animal should be oppressed and made to suffer because of humans’ selfish need for creophagous satiation.
Antonia is a London-based writer with degrees from Queen Mary University and UCL. She is culture editor at New Socialist where she writes primarily on film from a feminist perspective. A lifelong feminist and animal welfare advocate, her other areas of interest include mental health, disability rights, and an end to austerity
