The research, conducted with three other colleagues, consisted of seven experiments involving more than 2,000 American and Chinese participants. We showed that there is a psychological link between eco-friendliness and perceptions of femininity. Due to this “green-feminine stereotype,” both men and women judged eco-friendly products, behaviors, and consumers as more feminine than their non-green counterparts. In one experiment, participants of both sexes described an individual who brought a reusable canvas bag to the grocery store as more feminine than someone who used a plastic bag—regardless of whether the shopper was a male or female. In another experiment, participants perceived themselves to be more feminine after recalling a time when they did something good versus bad for the environment.

Men may eschew green products and behaviors to avoid feeling feminine. In one study, we threatened the masculinity of male participants by showing them a pink gift card with a floral design and asking them to imagine using the card to purchase three products (lamp, backpack, and batteries). Compared to men shown a standard gift card, threatened men were more likely to choose the non-green rather than green version of each item. The idea that emasculated men try to reassert their masculinity through non-environmentally-friendly choices suggests that in addition to littering, wasting water, or using too much electricity, one could harm the environment merely by making men feel feminine.

Ironically, although men are often considered to be less sensitive than women, they seem to be particularly sensitive when it comes to perceptions of their gender identity. In fact, a previous study suggests that men find it to be more difficult than women to choose between masculine and feminine versions of everyday food and household items and will usually change their preferences to be more manly when allowed time to think about their decisions. Something as simple as holding a purse, ordering a colorful drink, or talking in a high voice can lead to social harm, so men tend to keep a sharp eye out for any of these potential snares.

So what can pro-environmental marketers do to buffer against the threat posed to men by the green-feminine stereotype? First, eco-friendly marketing messages and materials can be designed to affirm men’s masculinity and give them the confidence to overcome their fear of being judged as feminine when engaging in green behaviors. For example, in one experiment, men who received feedback affirming their masculinity were more interested in purchasing an eco-friendly version of a cleaning product. Men who feel secure in their manhood are more comfortable going green.

Seventy-nine workers at the Mayo hospital in Albert Lea, Minn., ended their one-day strike Wednesday over stalled negotiations only to find that Mayo has locked them out for one week.

A spokesman for the Service Employees International Union said its members were met at the doors of the hospital Wednesday morning by Mayo management and security and told they could not return to work until Dec. 26.

The hospital previously said it would hire replacements for the striking workers on a one-week contract. A handful of the striking workers, including the maintenance workers who operate the hospital boiler, were allowed back to work Wednesday.

Mayo followed through with the lockout even though Lt. Gov. Tina Smith urged them to allow the employees to go back to work. Smith also chairs the corporate board overseeing Mayo’s $5.6 billion expansion in Rochester.

The union claimed it was the first health care lockout ever in Minnesota.

Public schools in gentrifying neighborhoods seem on the cusp of becoming truly diverse, as historically underserved neighborhoods fill up with younger, whiter families. But the schools remain stubbornly segregated. Nikole Hannah-Jones has chronicled this phenomenon around the country, and seen it firsthand in her neighborhood in Brooklyn.

“White communities want neighborhood schools if their neighborhood school is white,” she says. “If their neighborhood school is black, they want choice.” Charter schools and magnet schools spring up in place of neighborhood schools, where white students can be in the majority. We have a system where white people control the outcomes, and the outcome that most white Americans want is segregation,” she says.

(snip)

“If one were to believe that having people who are different from you makes you smarter, that you engage in a higher level of thinking, that you solve problems better, there are higher-level ways that integration is good for white folks,” Jones says.

For black children, the benefits of attending an integrated school are much more drastic. “It’s literally, will you receive a quality education or not? Will you be a full citizen in the country of your birth?”