New research from the University of Utah shows that masculine men don’t want to buy products marketed toward women — not even if they help reverse global warming — and advertising campaigns must begin reaffirming the patriarchy to save the planet.
“Environmental goods and services are typically advertised toward women because consumers see ‘green behaviors’ as more feminine,” said lead scientist Rod Huvely. “But when men feel associated with femininity, they assert their masculinity by making non-sustainable choices.”
“We don’t know exactly how or when it happened, but it appears that men prefer to buy things they identify with manliness,” Laver said. “We can’t ignore the facts, and since men make up half the earth’s human population, the green economy will have to reaffirm the patriarchy if society truly wants to save the planet.”
Feminist science is not happy.
“For the first time in human history, men have the right to legally identify as women, to compete in women’s sports, to participate as women in spaces once held sacred by women,” said feminist climate scholar Averaga Whiteband. “And now we’re being told that that ‘green’ products must be tailored to the patriarchy to save the planet?”