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.

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.