Dietary trends and the search for masculinity in America

A growing subculture of young and working-class men in the United States is increasingly focusing on physical self-optimization, such as hyper-protein diets and lifting culture, as a response to economic anxiety. This movement is exemplified by influencers like Brian Johnson, known as the ‘Liver King,’ who advocates for an ‘ancestral lifestyle’ involving the consumption of raw organ meats.

This trend, often involving cheap, protein-dense foods like ground beef, reflects a deeper identity crisis. As traditional markers of manhood—such as stable employment and homeownership—become less accessible, many men are treating their bodies as one of the few remaining forms of capital they can control. This obsession with beef and masculinity has historical precedents in American culture dating back over 140 years.