Eat healthy, save the planet, but let minced meat save you! Marketing discourses, food practices and meat consumption legitimation

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This article aims to critically examine cultural discourses in food marketing from the perspective of mundane food practices and contested meat consumption. In conceptualising normativity and sociocultural contestations of consumption in practice-level performances, less attention has been paid to legitimations of (un)sustainable consumption, such as meat consumption, in marketing discourses. We take inspiration from the concept of teleoaffective formations – particularly that of promotional sustainable consumption – and adopt a critical discourse analysis method to analyse the food marketing content of Finnish grocery retailers. Our findings exemplify discursive tensions between normative ideas of food practices (effectiveness, healthiness and environmental friendliness) and practice reproduction and change. Our analysis uncovers how practices are utilised as arenas for contradictory, parallel legitimations: meat is justified as a convenient means in the fight against busy everyday life, while the shift towards ideal, reduced meat consumption is promoted. Additionally, the findings illustrate responsibilisation of the consumer as both a morally and practically conscious actor concerned about food sustainability and caring for the family. The study exemplifies how analysing discursive consumption legitimation by marketers reveals power issues in consumer culture in practice theoretical terms and elucidates sociocultural conditions for sustainability shifts in normative consumption. This article thus responds to the calls for approaching consumption in practices from a cultural and critical perspective and for extending research to the commercial sphere.