Gen Z has finally passed the avocado toast and pushed the dangerously low-calorie “Girl Dinner” trend to the sidelines. Protein is having a cultural moment, and macros matter most.
If you’ve ever opened TikTok, there’s a good chance you’ve encountered a fitness influencer filming a “What I eat in a day” or attempting the somewhat more difficult “100 grams of protein daily” challenge. The new wellness routine seems to shift the focus from getting skinny to getting strong. But, it comes at a price — expensive meals and hours of meal-prepping.
Protein vloggers often break down their favorite smoothies, packed with powders, Greek yogurt, and fiberous fruits and veggies. For lunch, they’ll opt for grilled chicken, ground turkey bowls, maybe some eggs for good measure. Vegetarians and vegans chime in with their versions, swapping the carnivorous assortment for beans, tofu, and chickpeas. For dessert? Maybe they’ll indulge in a protein bar.
Then, there was Patrick Schwarzenegger’s infamous “White Lotus” character obsessing over his protein intake and his brother’s near-fatal episode with his beloved blender. Protein, in a sense, has become a bonding ritual for health-conscious people, the spotlight being on young men looking to “make gains” and Gen Z women concerned about their iron levels.
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