Not all Americans eat beef equally, data shows. Last year, Rose and his colleagues published a study looking at U.S. government data of the diets of more than 10,000 Americans. They found that on a given day, 12% of Americans account for half of all beef consumption. That 12% was disproportionately men.

I’m confused by this because I want it to mean the same 12% all the time, but I suspect they mean that it is a different 12% from one day to the next.

“Many men do reduce their meat consumption or are willing to,” says Joel Ginn, food and psychology researcher at Boston College, “but there are hurdles that they’ve had to overcome.”

Manly men advertising meat – and Joe Rogan??? I guess all kinds of guys what to be oh so manly, but when I think of macho men, he’s just not on that list.

Seeing someone in your close personal circle, or celebrities like athletes, make a behavior change can be an important piece of the puzzle, says Daniel Rosenfeld, psychology and food researcher at UCLA. “The way to get some people to eat less meat is to get other people to eat less meat,” he says.

Personally, both myself and my better half enjoy the newer fake meat burgers. They really are a satisfying way to get a ‘manly’ burger.