Inspired by YouTube creators, some people are limiting beef to a handful of ‘feast days’ a year to cut their climate impact

“I love beef,” says Vlad Luca, 25. But unlike most other self-proclaimed steak lovers, Vlad eats it only four times a year, on designated “beef days”.

The “beef days” phenomenon has been popularised by the brothers John and Hank Green, known collectively as vlogbrothers on YouTube. John, 48, is better known for his YA fiction, including The Fault in Our Stars, while Hank, 45, is a self-described science communicator and entrepreneur.