Every food commercial, advertisement, and packaging in the US is currently protein obsessed. I just bought 3 burritos, and the most noticeable thing on the entire package is its protein content. TV commercials about waffles are advertising that they have X amount of protein per serving. The products in my jobsite’s vending machine have protein all over every package.
Did America have a protein thing recently?
Around the same time GLP-1s entered the scene. Could be a coincidence, but it seems to me that people in general (including people who are themselves obese) are less accepting of bodies now that GLP-1s are available.
A lot of the current health craze is related to the effects and aftermath of the covid pandemic.
Also I believe that the more people lose control of their lives and feel like society is in a downward spiral, the more they will try to hold on in the few ways that remain. What is one of those few ways: their own personal health and fitness. Not to mention that the gym is one of the only high profile “social”/shared spaces that remain, that are not just about shopping.
People who support psychopaths like lizzo or dank moss no doubt.
https://allaboutlawyer.com/lizzo-banana-lawsuit-2026-sexual-harassment-case-still-active-after-fat-shaming-claims-dropped-whats-next-for-trial/
https://www.nbcnews.com/news/us-news/detroit-rapper-dank-demoss-sues-lyft-was-denied-ride-weight-rcna189770