In the same day Mayor Bloomberg’s project to restrain the sale of XXL soda formats is dismissed by a New York court, the Coca Cola Corporation presents an ambitious TV campaign to fight obesity in the U.K. market.
In an unprecedented initiative, Coca-Cola will be promoting a nationwide campaign to promote de reduction of sugar consumption and practice of exercise. With a positive tone, the company addresses a global need to fight obesity, particularly critical among children, by educating eating habits and promoting physical activity.
After decades of unregulated behavior, it’s very curious to find that the food and beverage industry is taking the lead over public regulation to fight the obesity drama. I believe, there are two big reasons for it.
To start, the industry moves according to consumer motivation. These changes are not an act of good will, but a response to consumer’s growing awareness about what they eat, drink and should do to have a healthier life. Finding a way to be part of a healthier diet shows the industries understands changes and is keen to adapt.
The second reason regards freedom of choice. Government are pressured everyday to pass legislation fight obesity and promote a healthier living habits but the truth is that people to react badly if restrictions are imposed. Initiatives like New York’s “soda ban” or Denmark’s sugar taxation have failed because consumers are not comfortable that someone, namely the government, restrains their freedom of choice.
Of course governments have the duty to play an active rule towards the population health but choosing to do so by limiting consumer options will probably more often than not have limited results. If alternatively, the resources are oriented to pressure the industry and simultaneously to promote initiatives for healthier living, the odds for a change in consumer’s behavior are considerably higher.
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