De-Marketing Obesity

Although catering to our biological interests, food companies have recently been accused of also contributing to the growing problem of obesity. Marketers are in a sensitive position because they are torn between trying to satisfy consumers and trying to satisfy concerned public policy officials who bring threats of taxes, fines, restrictions, and legislation. Although the situation appears perplexing, there are reasonable "win-win" solutions. After examining three inarguable consumer demands that led us to this problem, this chapter outlines the five main drivers of food consumption. In turn, each driver is examined in terms of what marketers and motivated companies can do to reasonably counter it. When it comes to contributing most to the quality of life in the next couple generations, smart, well-intentioned marketers may be best suited to effectively help lead the movement. Obesity is a good place to start.

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