food fight! how mindless eating and food marketing are...
TRANSCRIPT
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FOOD FIGHT!How Mindless Eating and Food Marketing Are Making Us Fat
… and What We Can Do About it
Pierre CHANDON
L’Oréal Chaired Professor of Marketing, Innovation and CreativityDirector, INSEAD Social Science Research Centre
Why Are We Talking about Obesity Now?
2008
2009
2010
2011
2012
2013
2014
The Worldwide Obesity Epidemic:
Reality and Perceptions
(Imperfect) definition
Body Mass Index (BMI) Imperfect d Weight in kilograms(Height in meters)2
BMI > 30: Obese.
25 < BMI < 30: Overweight.
BMI < 25: Healthy weight.
BMI is a very simplistic
measure of obesity:
Who are You Calling Obese? ArnoldSchwarzenegger
Beyoncé
Tom Cruise
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Is Obesity a Real Problem?
We are all concerned Obesity rates are increasing
because the average adult and child is gaining weight.
Most people who are obese don’t want to.
Most people who are obese have tried to lose weight.
Obesity is a serious medical condition x9 diabetes, x3 hypertension,
x2 heart attacks, x3 colon cancer, +33% stroke.
112,000 death (US).
Obese kids 2x more likely to die before they are 55.
Obesity is cost to society
The Obesity EpidemicGood, Bad, Very Bad, Terrible
The Obesity EpidemicGood, Bad, Very Bad, Terrible
The Obesity EpidemicGood, Bad, Very Bad, Terrible
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The Obesity EpidemicGood, Bad, Very Bad, Terrible
The Obesity EpidemicGood, Bad, Very Bad, Terrible
In 2012:• 1/3 obese • 1/3 overweight • 1/3 normal weight
The Obesity EpidemicGood, Bad, Very Bad, Terrible
Not just in the US 1.6bn People World-Wide are Overweight
> 25%
10-24%< 9%
Obesity rate
1. Micronesia (Samoa, Cook): 80-90%2. Kuwait, USA: 74%3. Mexico, Argentina, Chile, Egypt,
New Zealand, Australia, …: 70%
Which countries have the highest proportion of overweight people?
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Increasing Adult Obesity Rates, Worldwide Increasing Proportion of Adult Who Are Overweight, Worldwide
Obesity Creates Risks to Others
Obese Parents are More Likely to Have Obese Children
People with obese friends are more likely to gain weight
Not just for Humans50% US Cats and Dogs are Overweight
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Fat People, Fat Pets?
Strong correlation, for dogs Fat owner ↔ fat dog (r = .31).
No relation for cats.
Why? Preferences: People choose
dogs who look like them.
Imitation: Dogs’ instinct is to imitate their owners.
Contagion? People share more types of bacteria with their dogs than with their kids.
Being Obese has Serious Medical Consequences (just being overweight is OK)
The Total Costs of Obesity for Society
Source: Algazy McKinsey Quarterly, 2010
Obesity Perception vs. Reality
Source: Hill
Overweight rates have doubled because most people were just below the cut-off and are now just above it.
Obesity has stopped increasing (except for the poor).
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Obesity Perception vs. Reality Why?Increased Social Preferences for Thinness
Weight Gain Ads from the 60’s Increased Social Preferences for Thinness
Beauty in the 15th century
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Increased Social Preferences for Thinness
Beauty today
Increased Social Preferences for Thinness
Beauty in the 16th century
Increased Social Preferences for Thinness
Beauty today
Obese People are Discriminated
Employment
x37 report discrimination
[2-6%] lower salary.
Health care
50% of physicians view obese patients as awkward, ugly, and noncompliant.
Education
Swedish men obese at 18 less likely to get higher education, everything else equal.
Plus…
Obese characters confined to funny or villain roles in media.
Fewer romantic relations.
Bad service interactions
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Two Causes of the Obesity Epidemic:Food Marketing and Mindless Eating
What Explains Rising Obesity Rates?Reduced Calorie Expenditures?
AD
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Earliest possible date
Definite date
Water, Breast Milk2000 BCE
Milk (9000 BCE)Beer (4000 BCE)
Wine (5400 BCE)Wine, Beer, Juice (8000 BCE)
Tea (500 BCE)
Brandy Distilled (1000-1500)
Coffee (1300-1500)
Lemonade (1500-1600)
Liquor (1700-1800)
Carbonation (1760-70)
Pasteurization (1860-64)
Coca Cola (1886)
Juice Concentrates (1945)
Food Marketing
New “Super-Foods” High in Fat, Sugar, and Salt
Source: Popkin
Food Marketing
Food Advertising
4,427
7,609
6,098
2-7
8-12
13-17
Ag
e
Number of food ads seen per year
Food stylists
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Food Marketing
Food AdvertisingFood Marketing
Television Watching and AdvertisingTelevision watching is associated with obesity because:
It reduces calorie expenditures.
Mostly because it influences calorie intake.
Eating in front of the TV is even worse because distraction increases intake.
Television advertising Increases consumption quantity and not just
brand choice.
A ban on TV advertising to children in French TV channels in Québec reduced exposure to food advertising by 155% and consumption by 19% among French-speaking families compared to English-speaking families.
Indirect effects Advertising interacts with other drivers of
consumption (price, product quality) and with social factors (peer pressure).
Portion Supersizing Food Marketing
Supersizing
350 calories
600 calories
1,000 calories
600 calories
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Food Marketing
And the Winner is…
McDonald’s Mega Mac
754 calories46 grams of fat
Burger King’s Triple Whopper
1230 calories82 grams of fat
940 calories56 grams of fat
Wendy’s Classic Triple with CheeseHardee’s Monster Thickburger
1,420 calories107 grams of fat
Food Marketing
And the Winner is…
Triple Bypass Burger(8,000 calories)
Taste Worth Dying For®.
Food Marketing
Supersizing
100 cl, 34 oz430 cal
80’s
120 cl, 40 oz516 cal
90’s
190 cl, 62 oz817 cal
00’s
19 cl, 6.5 oz81 cal
50 cl, 17 oz215 cal
25 cl 8.5 oz108 cal
40 cl, 14 oz172 cal
Food Marketing
Supersizing
France
94 cl, 32 oz62 cl, 21 oz35 cl, 12 oz
USA
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Supersizing Influences You even if You Never Choose the Big Size
53
48
45
(Chandon et al. 2013)
0 cl
6%94%
67%33%
Calories ordered
Food Marketing
Ambiguous Size Labels“Extra Large”
“Small” (Burger King)
“Medium” (McDonald’s)
Effects of Labels on calories ordered
114
93
86Regular Big King
Small Regular Big
Mini Small Regular
(Chandon et al. 2013)
Duccio's "Last Supper" (1310)
Food Marketing
Larger Plates and Glasses
Delbeuf Illusion
Size of Plates in Paintings of Last Supper
year
Results
x 3.04
(1% overdose)
x 3.63
(+21% overdose)
because under-estimation of amount poured.
Instructions: Triple the dose
Wansink & Wansink 2010Chandon & Ordabayeva 2012
Mindless Eating
People Focus on Food Quality, not Quantity
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Mindless Eating
Health Halos
Subway 2003 Advertising Campaign: “It’s okay, I ate Subway”
Subway 2002 Advertising: Half the calories of a Big Mac
Mindless Eating
Health Halos Effects on Fast-Food Choices
648 600
1,011
487
0
200
400
600
800
1000
1200
Actual calories Estimated calories
Cal
ori
es
(to
tal m
eal
)
With a couponfor aMcDonald's BigMac (600 cal)
With a couponfor a Subway12" BMTsandwich (900cal)
Chandon & Wansink 2007
Mindless Eating
The « Negative Calorie » Illusion
Negative calorie illusion
Healthy salad withburger
Cherry on cake
Especially strongamong dieters
Chernev & Gal (2010)
200
400
600
Estimatedcalories
89
597
511
global estimation
Separateestimation
686
+
Frazier video
What Can We Do About It?
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Food Reformulation?
Why not Simply Sell Healthier Foods?
Short Long
Food Reformulation?
President George H.W. Bush
Video
Better Food Marketing
Market Healthy Food Like Junk FoodBetter Food Marketing
Market Healthy Food Like Junk Food
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Back to Basics
Respect Eating Norms
Time of the day
% of people eating
Don’t snack alone throughout the day
Back to Basics
Respect Eating Norms
Time of the day
% of people eating
Don’t snack alone throughout the day
Back to Basics
Respect Eating Norms
France
UK
France vs. UK
Back to Basics
It’s not That Complicated
Michael Pollan
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Beware of Weight Stereotypes
Survey of US women 18-40 (Glamour)
Remember that Real Beauty Comes in Many Shapes
Evolution of menEvolution 2, 2007Dove 2006
Real Beauty Comes in Many Shapes
Evolution of menEvolution 2, 2007Dove 2006
Thank you!