Marketing and Social Change

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Marketing and Social Change
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Number of Americans Living with Diet- and
Inactivity-Related Diseases
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Diet- and Inactivity-Related Diseases Are
Expensive
At least 145 billion per year due to unhealthy
diets and physical inactivity
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Advertising by food manufacturers
Food promotions 25 billion 5 A Day 1
million
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Food advertising to children

• 4 out of 5 ads are for sugary cereals, snack
  foods, candy, soft drinks, and fast food
• Kids misled by and dont understand advertising
• Food choices are manipulated by marketing
  techniques

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Restaurant foods

• Appetizers Calories Fat (g)
• Fried calamari (3 c) 1,037 70
• Beef and cheese nachos 1,362 136
• Cheese fries (4 c) 2,380 151
• Main Dishes
• Broiled fish dinner 723 18
• Sirloin steak dinner 780 26
• Szechuan shrimp (4 c) and rice 927 19
• Hamburger onion rings (11 rings) 1,550 101
• Kung Pao chicken (5 c) and rice 1,620 76
• Porterhouse steak dinner 1,640 107
• Fried seafood platter 2,178 130
• Sweets
• 1 Cinnabon Cinnabon 670 34
• 1 slice Cheesecake Factory lite
  cheesecake 580 29
• 1 slice Cheesecake Factory cheesecake 710 49

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Getting more for your moneypricing and portions
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Soft Drink Consumption, 1947-1997
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Teen-age Boys Drinking More Soda, Less
Milk(ounces/day)
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Behavior change takes more than willpower

• education policy
• environmental change
• healthier eating and active living

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Policy options I

• Require chain restaurants to disclose on menus
  and menu boards the calorie levels of standard
  menu items
• Improve school nutrition environments by
• developing nutrition standards for all school
  foods
• promote and serve 1 and fat-free milk
• strengthening nutrition education in schools
• supporting daily physical education for every
  school-child
• Reduce the number of ads that promote
• high-calorie, low-nutrition foods to children

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Policy options II

• Expand efforts to promote mass transit, walking,
  and bicycling and build infrastructure for
  physical activity
• Support a campaign to reduce TV viewing
• Encourage food companies to market healthy food
  and adhere to responsible marketing practices
• Hold a Governors meeting to urge restaurants to
  serve smaller portions and use healthier
  ingredients
• Worksites--improve nutritional quality of foods
  and provide nutrition information in cafeterias,
  exercise facilities and physical activity breaks

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• 5 A Day communications
• 1 million
• Funding for nutrition and activity at CDC 16
  million
• Funding for tobacco control at CDC 100 million
• Amount the food industry spends on advertising
  and promotions 25 billion

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Soft drink taxes

• Current funding for nutrition and physical
  activity is inadequate
• 1/12 oz. soft drink ? 1.5 billion
• per year
• 17 states and Chicago have taxes
• Some taxes are earmarked

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Lifestyle Changes in our Environment that Promote
Sedentary Behavior

• Car Use
• Computer Use
• Television use
• Labor saving devices

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Percentage of All Trips Made by Automobile, 1977
- 1995
Source National Personal Transportation Survey,
1995
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Percentage of All Trips Made From Home by
Walking, 1977 - 1995
1
0
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Modal Travel in Urban Areas Europe and North
America Percent of Trips by Mode
Transportation Quarterly 1997 51-31
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What are Active CommunityEnvironments - ACEs?

• ACEs are places that support and promote physical
  activity for people of all ages and abilities
• Predominant features include sidewalks, bikeways,
  trails, parks and other recreational facilities
• They are close to where people live and work and
  are easily accessible

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Why Promote Active Community Environment?

• Behavior settings that support routine physical
  activity may offer a greater opportunity to
  improve the publics health than traditional
  behavior-change interventions (social
  engineering)
• Environment-centered approaches focus on
  improving the quality of the setting to support
  human-goals (ex. safe walking)

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Active Community EnvironmentsStreet Design

• Addresses the quality of the street to support
  walking and bicycling
• Amenities include trees, crosswalks, sidewalks,
  bikeways
• Calms or discourages traffic and encourages
  pedestrian presence

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Behavior change takes more than willpower

• education policy
• environmental change
• healthier eating and active living