As a part of an ongoing project, I recently had the opportunity to listen to groups of middle-school students talk about their perspective on health, exercise, and nutrition. I expected much of what they said. School cafeteria food, for example, is still not winning any taste-tests—and of course it remains unhealthy. French fries, pizza, corn dogs and burgers are the primary lunch players. (Veggies occasionally make a watery, tasteless appearance.) I did not, however, expect the children to clamor for fresh vegetables to be included in their lunch program.

That sentiment was the first of many paradoxes presented during the sessions. Like most adults, these children understand the importance of living a healthy lifestyle. They knew the right answers and wielded terms from the health-conscious vernacular such as “carbs,” “trans-fats,” and “organic.” Without any urging, they noted that individuals should exercise roughly an hour three to four times a week and eat healthy foods. Yet, also like most adults, the majority of these children are not living by those principles.

And they know they’re not. Despite rattling off many of the foods that make up a healthy diet, the only food items that elicited excitement and passion were the notoriously caloric ones: pepperoni pizza, fried chicken, cheeseburgers, ice cream sundaes and French fries. We asked the kids to share their thought on the discrepancy. One boy said, “I know I need to eat healthy foods, but the bad ones are the only ones that taste good.” Alarmingly, the majority of students held a different view. Instead of recognizing that some of their favorite foods were unhealthy, they tried to justify each choice. Strawberry ice cream is healthy because it provides a serving of fruit and dairy. Cheeseburgers are fine as long as you eat one with a slice of tomato and lettuce.  Fettuccini Alfredo is good for you because it doesn’t have any red-meat. If only it were true.

Children often say the darndest things, but this time, these naïve rationales are worth exploring. The fact that these children are already trying to justify poor choices signals things to come. Clearly these kids have some understanding of how to live a healthy lifestyle. They lack practical experience—and role models. The nation is waging war on obesity but victory will only come when we equip the next generation with more than knowledge—they need to experience healthful decision-making first-hand.

Right now, that is not happening. That’s the reason Northlich has continued to engage consumers to gain the understanding of how to affect positive behavior change in this space. As noted before on this blog, the tipping point for the obesity epidemic is quickly approaching. Only those that anticipate and proactively strategize for the impending consumer fallout against products, brands and services that have allowed obesity in America to flourish will remain successful.

The idiosyncrasies, both rational and irrational, of consumer-brand relationships often rival that of Hollywood’s most salacious couples. It is no wonder why those of us in the marketing community spend so much time trying to better understand them.

Consumers are not always ideal partners. They expect a lot from their brands, but are not always good at communicating their needs. When brands don’t deliver on some expectation, the consumer may employ the silent treatment, or worse, give in to another brand’s advances.  The consumer of course, may say—“it’s not you, it’s me,” but we all know that’s a ruse. It’s always you.

Even in the best environments, the consumer-brand relationship is a tumultuous one to manage. Unfortunately, we are not living in a best-case environment. Greece is facing financial ruin; the results will undoubtedly wreak havoc on all global markets. The gulf coast may soon become an ecological and financial disaster thanks to the millions of gallons of crude oil that are currently flowing out of what’s left of BP’s oil rig.  The unemployment rate continues to hover at 10%. We just cannot catch a break.

The consumer-brand relationship mirrors real-life relationships. Added stressors create tension, miscommunications, hurt feelings, and some nights on the couch. Speaking as a relationship coach–it is a good time to re-evaluate what you’re bringing to the table.

We at Northlich conducted in-depth consumer research to understand what lingering effects the recession would have. Our findings surprised us, especially in regards to the changing dynamic of the consumer-brand relationship.  Now is a great time to revisit it. Click here to view the PDF.

Since then, legislation has been introduced that requires food chains in certain geographical regions to post the calorie counts on their menu boards; the “heaviest” states now boast obesity rates greater than 30% and we know that in fact childhood obesity rates tripled in the last 20 years.

Now, we are staging a Revolution against Obesity.  British chef and television personality, Jamie Oliver has become the visible advocate of the Food Revolution—charging that American kids need better food at school to improve their health prospects. Michelle Obama agrees.  She has taken the charge with a goal of reducing childhood obesity from nearly 20 percent to 5 percent by 2030.

Undoubtedly, there will be casualties in the obesity revolution. (We all know obesity is a big business.) The food industry is at the front lines, but the White House is now calling on food marketers to curb the marketing of unhealthy foods to children. The recommendation is a part of a report, released Tuesday, that outlines measures to fight the national epidemic. The report additionally recommends that the Federal Communications Commission consider stronger regulations if these recommendations are not implemented.  The battle has begun.

To learn more, click here.

I was surprised to come across a recent study published by Decitica Marketing Strategy & Research (www.decitica.com); Marketing to the Post-Recession Consumers: How distinct segments emerging from the recession will create challenges and opportunities for marketers. I was surprised not by their findings, but by their willingness to investigate how varied groups differ in ways besides spending ability. The study concludes that the effects of this recession on consumer behavior have invalidated many of the assumptions underlying consumer segmentation. For example, psychosocial factors such as attitudes and behaviors may now be more relevant than traditional demographics. Additionally, researchers warn that marketing strategies that do not fully recognize the diversity of consumers’ recession experiences will not have the desired effect given current conditions.

The study identifies four types of consumers: Steadfast Frugalists, Involuntary Penny-Pinchers, Pragmatic Spenders, and Apathetic Materialists.

• Steadfast Frugalists commit to prudent behaviors enthusiastically.

• Involuntary Penny-Pinchers are those that have changed their behaviors out of shear necessity—they do not seem to derive significant
pleasure in hunting for bargains.

• Pragmatic Spenders are those most willing and able to resurrect their pre-recession spending habits.

• Apathetic Materialists are those least concerned with price but may not have significant spending power because much of the group is
made up of Gen Y.

The study goes on to identify the satisfaction and confidence levels associated with frugal behaviors for individuals across all groups.

As the study notes, the great recession has not affected the population uniformly in terms of budgetary restrictions or emotional response. Assessing the emotional impact of the recession on these distinct segments will provide the marketing community some valuable insight assuredly. But emotions only tell part of the story. The study neglects to mention how the recession has changed consumer values. Have consumer values changed? Instead of looking at the characteristics of a segment, marketers should look at the values that drive purchasing behaviors. Values are continuing to be reevaluated as behaviors that were previously forced upon consumers are coming to be viewed as pleasurable. However, this transition is not going to last much longer. Marketers need to quickly zero in on those values that are shifting and react to them. Because, as we all know, values are what ultimately drive purchase behaviors. As consumers change theirs, so too will their purchases change. And therein lies the opportunity.

Yet, the last two years have taught us that few things are sacred. Consumers are under more pressure than ever before and have reacted accordingly—overall spending is down, private label consumption is up, and consumers no longer enter a store without a game plan. We know all that. But we still had questions, so we conducted a second phase of frugality research to uncover which behaviors consumers will shed after the economy recovers and which behaviors consumers will stick with. 

One of the most unexpected findings was just how determined today’s consumers are. For some, their current situation made it nearly impossible for them to continue purchasing branded products—but that didn’t stop them from buying the brands they love.  In order to stay within their budgets, consumers scoured newspapers for coupons, hunted for deals online, and made frequent, specific trips to multiple grocery stores. (Clearly, brand loyalty is a strong motivator.)

Yet, is brand loyalty limitless? We found that it isn’t. Consumers have exhausted themselves expending the amount of effort required to thoroughly bargain hunt. Driving to multiple grocery stores, tracking down online coupon leads, clipping coupons at the kitchen table—each activity puts additional limitations on already tight schedules. Many shoppers are finding that private label products offer the quality of branded products without the headache. Consumers inherently understand this, so each time they sacrifice time or money to remain brand loyal, they expect recognition and compensation.  The quality of the branded product used to be sufficient. Now, however, consumers are asking brands to do more because the benefits of brand loyalty alone are dwindling. The rallying cry is simple—“meet me halfway.”

Over the next several weeks, I will be exploring the ever changing consumer expectations and the ways in which brands can exceed them. Consumers are weighing their options and it’s likely that a simple coupon simply won’t do.

In my opinion, there is not enough information on the one-third of Americans who aren’t overweight. Are they immune to the alluring combination of sugars, fats and salts? Probably not. Regardless, something is working. Kudos.

Why am I interested? This group, not those that are trying to lose weight, is going to change the way Americans view obesity. Obesity is the new tobacco—the backlash against obesity, like that of tobacco in the 80s, is coming. I predict that consumer behavior change will begin in earnest when obesity begins to effect more than just those who are carrying extra baggage.

For instance, what will happen when companies decrease health benefits because much of the workforce is overweight and thus, expensive? What will happen when airlines increase their already ridiculously high fares to accommodate a seat redesign for the morbidly obese? What will happen when the government decides obesity really is a problem and starts to heavily tax decadent, calorie-dense foods?

I’ll tell you—people who were once unaffected are going to rally for change. The resulting change is going to topple some organizations and lift others up. It will all depend on how marketers and brands alike anticipate and prepare for it.

Let’s continue the dialogue. Post your thoughts here!

Right now I’m sitting drinking some Oolong tea straight—no sugar or artificial sweeteners.  I skipped the aspartame because I want to avoid the cancer health officials tell me is coming, and I’m avoiding the sugar because I don’t want to become obese.

That’s right—obese.  I have spent the last few weeks pouring over obesity-focused papers and articles and have realized that under the current standard, the BMI classifies me as overweight—never mind that I am a size 30 and wear a small most days.  I am not alone. Officials now claim that more than two-thirds of Americans are overweight or obese, with the majority classified as obese.

What is shocking to me is that I was not really surprised.  We have been battling the bulge for years.  Even Simon Doonan, creative director of Barneys New York and media personality, was recently quoted as saying that he loves Americans because they remind him of “little houses.” Ouch.

We are reaching the tipping point.  Legislation has been introduced that will require food chains to post the calorie counts on their menu boards; the “heaviest” states now boast obesity rates greater than 30%; and childhood obesity rates have tripled in the last 20 years.  My question is: how will consumers and marketers alike respond to the obesity storm?

I predict this will begin to influence more than whether or not to supersize—all retailers are going to see changes in consumer behavior.  Will they spend more on better-for-you options? Support brands that tout weight-loss initiatives? Do nothing?

In my role as resident Rehaviorist, I aim to find out.  I’ll post my thoughts and findings here.