The evolution of food marketing since around 1980 has played a significant role in the rise of the obesity epidemic. Back in the 1970s, the U.S. government shifted from subsidizing certain foods to incentivizing companies to produce more, flooding the market with extra calories. This shift was further fueled by Jack Welch’s speech in 1981, which kickstarted the “shareholder value movement” that pressured food companies to continually increase profits to satisfy investors.
Food and beverage CEOs found themselves in a challenging position, torn between promoting unhealthy products for financial gain and advocating for healthier options that could jeopardize profits. The demand for constant growth in an oversaturated market forced the food industry to focus on selling more, mirroring the tactics of the tobacco industry in the past. With billions of dollars spent annually on advertising and marketing, food companies prioritize profit over health concerns, utilizing tactics like slotting fees and strategic product placement to boost sales.
Reagan-era deregulation opened the floodgates for food marketing aimed at children, resulting in a deluge of TV ads and online content promoting unhealthy products. Companies have become adept at using psychological tactics to influence consumer behavior, from packaging design to store layout optimization. The expansion of food marketing has coincided with a surge in food consumption, with marketing innovations playing a significant role in driving the obesity epidemic.
Despite the belief that one is immune to marketing tactics, data suggests otherwise. The influence of food advertisements and marketing strategies in shaping consumer choices cannot be underestimated. To gain a deeper understanding of the impact of marketing on the obesity epidemic, explore our video series, including “The Role of Marketing in the Obesity Epidemic” and “The Role of Food Advertisements in the Obesity Epidemic.”
Join us on a journey to uncover the complex interplay between food marketing, consumer behavior, and public health in our ongoing video series. Stay tuned for more insights into this critical issue and discover how we can address the challenges posed by the relentless onslaught of marketing tactics in the food industry.
