another one, thank you

people are not imperfect—they are simply themselves.

Author

Micael Balioni
October 02, 2025

THE MUSTS

World

this is not a clickbait (maybe it is)

 You probably have less testosterone than your grandfather did when he was young.

 Since the 1980s, testosterone levels in men's bodies have been falling by about 1% per year, which means that a 22-year-old man in 2025 has, on average, the same testosterone levels as a 67-year-old man in 2000.

Testosterone is a hormone that regulates libido, energy, muscle mass, bone density, mood, and even sperm production. But levels have been plummeting, even when controlling for factors such as age.

Among the main “villains” are:

  • Obesity: more fat = more conversion of testosterone to estrogen;

  • Stress and sleep deprivation: increase cortisol and reduce hormone synthesis;

  • Environmental toxins: pesticides, heavy metals, and pollutants affect hormone production;

  • Poor diet and sedentary lifestyle: fewer nutrients and more ultra-processed foods aggravate the situation.

Could the future be a future without testosterone? And what can be done to recover what is no longer there?

What else in on

  • China: Beijing gives up its historic advantage in the WTO deciding to no longer declare itself a “developing country” — a label that has always given the country more favorable conditions to compete in global trade. Now, China will compete on the same level as the US and the European Union. (Read)

  • France: Members of the Socialist Party have decided to support the new prime minister only if a tax on millionaires—the so-called Zucman tax—is included in the 2026 budget. The measure could bring up a considerable amount for the country with the largest deficit in the eurozone and a public debt of 114%. (Read)

  • Japan: The country’s population shrank by more than 900,000 people in 2024—the largest population decline ever recorded. Currently, only 59% of Japanese are of working age. (Read)

  • Venezuela: declares state of emergency granting Maduro special powers in case of US attack. (Read)

 

Economy & Business

a business case for you

Why does everyone want to sell protein?

What do a BOLD bar, Kardashian popcorn, and YoPRO chocolate milk have in common? They all sell protein as their main product.

What was once a niche nutrient—almost exclusively for athletes—has become a cultural obsession and a central focus in eating habits.

  • In the US alone, a survey by Bain & Company indicates that 44% of Americans intend to increase their protein consumption this year.

This behavioral change is driven by fitness influencers, social media trends, and even new weight loss drugs such as GLP-1 (Ozempic, Mounjaro, among others).

First of all, why protein?

It has long been recognized as an essential nutrient for physical activity—and for human life as a whole. In addition to being important for muscle synthesis—which attracted the fitness community—it is easily found in common foods and most importantly: Easy to add to processed products.

Thus, it has always been relevant to the most active part of the global fitness community, but it had a great ally in its dissemination: The internet.

  • Influencers and celebrities began to promote protein-rich diets, promoting foods and products containing the nutrient and reaching millions of views in videos such as this one, in which the Spider-Man actor reveals his diet, as well as this one.

Noticing the increase in searches and trends on TikTok that praised the nutrient, brands were quick to act in two ways:

  • Those that already had high-protein products began to highlight this information even more.

  • Those that didn't added protein to literally every type of food as a form of promotion.

Example: General Mills — the cereal giant — registered more than 70 protein-related patents between 2020 and 2024. Even Starbucks launched protein coffees on its menu.

In addition to selling more, brands are also reigniting their own consumption funnel: those who see a shelf full of protein products tend to research the topic—and, consequently, become consumers. It’s not only supplying for an existing demand but actually creating one.

The numbers don't lie

The protein market in the US (excluding food services) is projected to grow from $89.9 billion in 2019 to $126.3 billion by 2028. This growth is visible in the increase in consumption of foods such as chicken and snacks, as well as the proliferation of protein-enriched products.

  • However, not everything is so simple. The industry's big challenge is to add protein without compromising the taste and texture of food, while keeping prices affordable.

Still, the industry is betting that this trend is here to stay, since, unlike other diets that became popular and then fell out of favor, protein has managed to maintain a “clean” and positive reputation.

Takeaways

  • Ultimately, the protein craze is a movement that combines nutritional science, consumer psychology, and marketing that has been able to adapt to new trends.

  • Reinvention was key for many major brands, which added protein to established products—such as cereals and pasta—to attract consumers (both new and returning) without making major internal changes.

  • The “healthy label” has become a powerful asset: protein's consistently positive reputation, unlike other dietary trends, makes it a safer and more sustainable bet for long-term product development.

ps: I admit that I am a product of my environment and I do consume many products with added protein. But at the end of the day, what’s wrong with being influenced, right?

What else is on:

  • Spotify: Daniel Ek will leave CEO duties in January, shifting to executive chairman to guide long-term strategy. Shares dipped 5% as the firm adopts a co-CEO model to strengthen margins and fend off rivals. (Read)

  • TikTok-US: it will cost only US$14 billion (a multiple of 1x revenue) and will have Oracle, Silver Lake, and Abu Dhabi's MGX with 45% of the company, while TikTok-China will retain 20% and existing investors will retain 35%. (Read)

  • Amazon: will pay $2.5 billion to settle FTC allegations that it misled users into paying for Prime subscriptions. (Read)

  • Intel: which in recent months has become a partner of the US government and Nvidia, is now seeking investment from Apple. (Read)

 

Technology & Science

not everything is lost

The Japanese trick to get rid of plastic in the oceans

 

Japanese researchers have developed a new type of plastic that dissolves in salt water in a matter of hours—and leaves no trace.

The key difference here is time. While other “biodegradable” plastics take months to decompose, the new material disappears within an hour when exposed to seawater. Instead of turning into microplastics, it breaks down into small pieces that natural bacteria digest as easily as if it were a delicious dessert (yummy!).

In soil, the process is a little slower, but it also works, taking about 200 hours. The material is also non-toxic, non-flammable, and does not release CO₂.

  • With no date set for its arrival on the market yet, the material has obviously already attracted the attention of packaging companies. This is because it behaves like ordinary plastic but has a much more elegant and environmentally friendly end.

The scientists' focus now is on developing a coating that protects the plastic to ensure that it remains resistant until it is discarded.

What else is on:

  • Have you ever thought about printing 3D food? A team of engineers in the US managed to 3D print a three-course meal with 14 ingredients — and cook it with lasers. In addition to personalized meals, the technology promises to reduce dependence on the ultra-processed food industry. (Read)

  • Apps that simulate spiritual guides are booming. Religious apps that use AI are breaking download records worldwide. Users spend hours venting, asking for advice, and confessing their sins. Some of these apps have even surpassed Netflix and TikTok in recent downloads. (Read) 

     

EDITOR’S RECOMMENDATIONS

Movies

it was that night I discovered that most things you consider evil or wicked are simply lonely

 The Big Fish by Tim Burton: For those who don’t know, Tim Burton has always been one of my favorite directors — his movies shaped my teenage years in ways that are hard to overstate. And recently, while looking for something light to watch, I stumbled on a note from a friend recommending Big Fish.

  • What I found was more than a movie: Big Fish is both a visual fable and a masterclass in storytelling. Unlike some of Burton’s darker works, here he strikes a perfect balance between fantasy and reality, blending the two so seamlessly that you start to wonder if there’s ever really a difference at all.

At the heart of it is Edward Bloom, a man whose larger-than-life stories blur the line between fact and fiction. His son, Will, longs to see the truth behind the myths, especially as Edward’s life draws to an end.

But the film reminds us of something deeply human: We never tell stories exactly as they happened. We embellish, reshape, and reinvent — not to deceive, but to keep them alive. As Italian critic Federico Vascotto put it, Big Fish is “a great lesson in storytelling: it shows how the act of telling itself can make someone immortal.”

I’ve always had a soft spot for father-son stories, and the way this film explores memory, family, and legacy made it a perfect Sunday night watch. Big Fish isn’t just about storytelling — it’s about why we need stories in the first place. A tender reminder that, in the end, we become the stories we tell. (Rating 8/10)

WHAT ABOUT ME?

Micael

refugio senza riscaldamento

 

This past week we had our first Team Building at work — one that I helped organize with a colleague. We went to a mountain retreat (basically a cozy B&B) and spent a couple of days doing group activities. And because we’d been planning it for weeks, brainstorming activities and all, the whole idea of team has been stuck in my head lately.

By definition, a team is just a group of professionals working toward a common goal. But what really transforms a collection of individuals (plural) into a team (singular)?

 Some people say nothing brings people closer than a shared enemy. That more than love, it’s hate that binds. In the workplace, that usually translates into stressful situations — late nights, tight deadlines, high-pressure moments. That’s why so many team-building activities are designed around obstacle courses, mud runs, or extreme challenges. Stress unites. I do agree with that — though I try to avoid the “hating” part.

But there’s another theory I like much more: that knowledge brings people closer. I truly believe that if we got to know our colleagues on a more personal level — their favorite movies, their quirks, their insecurities, the way they think — it would be almost impossible not to fall for the humans around us. People are plural by nature, and once we open up space to really see each other, closeness becomes inevitable. (Provided, of course, that they’re good people — small but important detail!)

  • Lately I’ve been reflecting a lot on my own teams. Who’s beside me? Who do I want beside me? Ideally, I’d love to say “everyone” — the more the merrier. But it’s not like that. Quantity isn’t quality, and some people simply aren’t a match for our team. And that’s okay.

Looking back at this team building — from dance classes to quiz nights and walking tours — I came to one conclusion: I’m really lucky. Looking around, I felt like part of something bigger than myself. And I know I took little pieces of them with me — that I’ll carry within my core now.

Maybe that’s the magic of finding the right team: metaphorically and literally speaking, we end up always carrying each other.

With love,

Micael.

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