Obesity—Affecting More Than Our Waistlines

July 21, 2009

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. 

posted by miguel sanchez July 21, 2009 in rehavior

comments

Julia Ward says: July 22, 2009 at 10:36 am Talk about a storm of epic proportions — the Obesity Storm presents lots of opportunities for brands that help us manage our growing girth. But, as you point out, Miguel, this is not a new situation — Americans have been overweight for years. So, to answer your rhetorical questions, I’ll bet a grande, double-whip carmel machiatto that most consumers will “do nothing.” Unless we as marketers engage them from a behavioral perspective, my guess is those who are predisposed to making healthier choices will continue to do so, and the rest will continue to pile on the pounds…unless we intervene in a way that engages them beyond traditional communications and brand approaches. Reply Miguel says: July 23, 2009 at 12:17 pm Julia, First of all, thanks for your insights! While I predominately agree with the points you make, I believe that many Americans WILL alter their behaviors in response to rising health concerns and luming legislation. Some niche industries are already examples of that. The non-carbonated beverage industry is thriving as consumers rush to drink beverages with “increased amounts of antioxidants” and exotic inclusions such as acai berry and mangosteen. It is of little importance whether or not these beverages actually deliver health benefits–consumers think they do and therefore have fostered an extremely lucrative business. I believe products like these cause a “health halo.” Consumers may believe they are justified in indulging in something calorie-ladden after they consume one of these “better-for-you” products. Clearly we have been pushing on the mountain of obesity for some time. My question is how will consumers respond when it finally tips? I believe we are about to find out. As marketers, I believe we are tasked to not only uncover the impending consumer reactions, but as you said, utilize a behavioral perspective to engage them in a way that is beneficial for them, and the clients we represent. Reply