Cultural commentary on protein marketingfrom @pleasedontmakemefocus

Transcript

Protein has everybody in a right now. For decades, American diet culture has needed something to obsess over. Been a rotating scapegoat for why we don't look the way that we're told we should. First, it was fat, and then in the two thousands, it was carbs, But protein has always been different. Instead of being villainized, it got elevated. It became like the golden nutrient. If carbs and fat are indulgent, then protein is seen as virtuous. In sociology, that's referred to as moral nutrition, when certain foods become symbols of discipline and virtue. No by that, choosing protein isn't just a dietary choice. Best becomes a character statement. But of worse, it's not just about health or virtue. It's about status. So now we move on to body capital. This idea that our bodies reflect the resources that we've invested. Protein heavy tier, fancy supplements, meal plans aren't just about nourishment. They're about proving that you belong to a class that has the time, money, and knowledge to optimize itself. And this is where we get nutritional capitalism. Woah. Protein is no longer just a macronutrient. It's now a marketing strategy. Rank have flooded the market with protein enhanced everything. Cereal, chips, popcorn, ice cream, even water. Not because we need more protein because a lot of us actually already meet or exceed the daily recommendations, but because it sells a tier. A story that you are focused and committed to bettering yourself. I think this shift hits especially hard for women. For a long time, we've been told that thinness is the good, but now it's not just enough to be thin. Now you need to be strong, you need to be toned, you need to be in control. And protein is just the socially acceptable way to pursue that ideal. And while all of this is happening, we're ignoring the fact that ninety five percent of Americans don't get enough fiber. It's really not aesthetic and it doesn't symbolize control and focus in the same way. And that is because we worse in a space where nutrition sometimes is just about performance.