Feminine plants, masculine insects: Branding alternative proteins with gendered cues

Alternative proteins are garnering increasing attention as sustainable food sources. However, despite their environmental, nutritional, and ethical advantages, their consumer acceptance remains relatively limited. Branding represents a promising, yet underexplored, strategy for shaping consumer perceptions and enhancing acceptance. This study examined the impact of gendered brand cues on consumer evaluations of alternative proteins. We examined how consumers associate brand gender cues (feminine and masculine) with different types of alternative proteins including legumes, algae, insects, and cultured meat. Study 1 revealed that legume- and algae-based proteins are perceived as more congruent with feminine brand personalities, whereas insect- and cultured meat-based proteins are perceived as more congruent with masculine brand personalities. Studies 2 A and 2 B demonstrated that feminine brand design elements —such as rounded logos, slender fonts, and feminine-sounding names — are seen more suitable for plant- and algae-based proteins. In contrast, masculine design elements— angular logos, bold fonts, and masculine-sounding names align more closely with animal-based proteins. However, certain elements, such as colour, showed less consistent patterns. Study 3 further showed that feminine branding enhances brand attitudes toward plant-based proteins, and this effect is mediated by perceived brand–product congruence. Taken together, these findings highlight the importance of aligning brand gender cues with the type of alternative protein and offer practical implications for designing gender-congruent branding strategies in the alternative protein sector. • We examine how brand gender influences consumer evaluations of alternative proteins. • Plant/algae-based proteins are perceived as congruent with feminine brand cues. • Animal-based proteins are perceived as congruent with masculine brand cues. • Feminine branding increases brand attitudes toward plant-based proteins.