What about the other 1/3?

August 17, 2009

As I noted in my previous post, two-thirds of Americans are classified as overweight or obese. Anyone can Google obesity and find a wealth of information about that population segment. Do they eat fast food? Yes. Do they get enough exercise? No. Do they want to change? Maybe.

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!

posted by Northlich August 17, 2009 in cultural storms