sleeping with the enemy (final)
TRANSCRIPT
Sleeping with the enemy
Learning from & working with food marketers
Stephen S Holden
16 May 2016
2http://www.oecd.org/health/Obesity-Update-2014.pdf
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The power of marketing
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What people want…
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Hyperbolic discounting
« on est plus longtemps mort
que vivant »
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Portion sizes
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Portion sizes broken down
amount (g)
xenergy density (kcal/g)
= total (kcal)
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Effect of PS on consumption
energy density (kcal/g)
amount (g)
platesize
-25%
-29%
0%
½ portions%Δ
amount consumed
(g)
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Effect of PS on weight
energy density (kcal/g) ↓ 22%
amount (g) ↓ 38%
platesize ↓
-3.5
-2.0
-3.1
Reduced portions Δ weight (kg)
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Lower energy density
Rolls, Roe, Meengs 2006
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Bigger amount (same total kcal)
Rolls, Roe, Meengs 2006
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“Looks” bigger
Holden 2014 “Use your illusion”
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Good intentions, but …
Belle Gibson, The Whole Pantry
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Consumers want an “out”
• “[Our culture] simultaneously incentivizes people to gain weight and stigmatizes them when they do”
• “…and then offers the bullshit promise of instant weight loss through some miracle diet or incredible exercise secret.”
http://www.vox.com/2015/7/7/8877041/losing-100-pounds
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Empower consumers
Fast food Fasting
Sleeping with the enemyLearning from & working with
food marketers
Stephen S Holden
@SS_Holdenwww.halfamind2.com
http://www.slideshare.net/StephenSHolden/sleeping-with-the-enemy-final