Sleeping with the enemy: learning from and working with food marketers What are the costs of demonizing food marketers? We engage in misdirection, minimise the effectiveness of our own efforts, and miss an opportunity to cooperate (use their knowledge & resources)

1. Sleeping with the enemy
Learning from & working with
food marketers
Stephen S Holden
16 May 2016

2. 2http://www.oecd.org/health/Obesity-Update-2014.pdf

3. 3

4. 4

5. The power of marketing
5

6. What people want…
6

7. Hyperbolic discounting
« on est plus longtemps mort
que vivant »
7

8. Portion sizes
8

9. Portion sizes broken down
amount (g)
x
energy density (kcal/g)
=
total (kcal)
9

10. Effect of PS on consumption
energy density
(kcal/g)
10
amount (g)
platesize
-25%
-29%
0%
½ portions
%Δ amount
consumed (g)

11. Effect of PS on weight
energy density
(kcal/g) ↓ 22%
11
amount (g) ↓ 38%
platesize ↓
-3.5
-2.0
-3.1
Reduced portions Δ weight (kg)

12. Lower energy density
12
Rolls, Roe, Meengs 2006

13. Bigger amount (same total kcal)
13
Rolls, Roe, Meengs 2006

14. Smaller plates
14
Holden et al 2016

15. “Looks” bigger
15Holden 2014 “Use your illusion”

16. 16

17. Good intentions, but …
17
Belle Gibson, The Whole Pantry

18. 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.”
18
http://www.vox.com/2015/7/7/8877041/losing-100-pounds

19. Empower consumers
19
Fast food Fasting

20. Sleeping with the enemy
Learning from & working with
food marketers
Stephen S Holden
@SS_Holden
www.halfamind2.com
http://www.slideshare.net/StephenSHolden/sleeping-with-the-enemy-final