With pundits all around the world finally ready to call this problem a growing pandemic, the author assesses how it will still take a lot of time and will power to overcome.
Fast food, a convenient source of fat and cholesterol is something we all thrive on. Let’s be honest, when was the last time you actually imagined a life where places like McDonald’s and/or KFC would not exist. This does not imply that you have to give them up, this implies that could you imagine a life where they would simply, not exist. If you answer honestly, you’ll know what I am talking about.
So what is it about fast food, which makes it so hard to forego on a permanent basis or even substitute, in some cases? Is it the convenience? Is it the taste? Is it because it is comfort food, or is it simply because of the guilt?
In the June 2014 edition of Harvard Magazine, author Craig Lambert, offered an interesting insight towards the way people consume food. Most of his survey revolved around the American population, of course, however the feature article did make some interesting observations.(Harvard Magazine,2004)
Amidst a number of valid claims, the most prominent one was how little thought people give to the ingredients that they are about intake. In addition, the number of calories is something that a normal consumer tends to overlook. Even if they do take a look at the calories, they rarely consider the consequences. For example, if you eat something that has 400 calories but you do exert the same amount of energy, the calories will begin to bulk you up.
Hence, gluttony is not only a deadly sin, it is deadly harmful as well. Although the spread of awareness has forced the normal consumer to have second thoughts, most just decide to go with it. In addition to this, a person’s financial capability also plays an important role. Mr. Lambert claimed that the rich are more likely to be considerate about what they eat, while the poor are most prone to weaknesses such as the Upsized Value Meal.
If you think, these claims are interesting, wait till you read about the next one. According to some Darwinian theorists, the evolution of the human race have seen them become ‘cookivores’ in addition to being carnivores, herbivores and omnivores. The article states that anthropologist Richard Wrangham believes that humans demand food that is cooked. Consequently, downplaying the importance of salads, fruits etc.
The study does give some food for thought, explaining further, the complexity of the human diet. In wake of all the research that has taken place and all of the activities carried out by the activists, why does an average person feel less hesitant whenever the idea of fried chicken looms large upon their conscious.(Harvard Magazine,2004)
Guess we have a long way to go before we find out. Although from a marketer’s point of view, this is indeed an interesting study.
While the focus of the food industry is shifting, slowly, towards healthy food items and sustainability, why is it that Coca Cola continues to be one of the biggest brands in the world? Or more importantly, why do some remote places in the world lack some necessities for the local population but do enjoy a McDonald’s outlet right around the corner? (Organicconsumers.org,2016.)
In hindsight, one has to take note of the excellent job done by these brands in terms of marketing. A normal person in the modern day is more likely to be aware of a fast food chain than the negative consequences its excessive consumption. But then again, when are human beings more likely to take the higher road anyway.
Not to sound philosophical or anything, but the average consumer is indeed an interesting specimen, and despite knowing so much about habits and patterns, how much do we really know about what a certain person needs or wants?
REFERENCES
- The way we eat now ,Craig lambert 2004. http://l.facebook.com/l.php?u=http%3A%2F%2Fharvardmagazine.com%2F2004%2F05%2Fthe-way-we-eat-now.html&h=dAQFI26hQ&s=1
T1 2016 MPK732 Marketing Management (Cluster B) 
As the saying goes ” the food on others plate is more tastier”. now people are showing much interest in tasting other culture foods,and if they like any there are getting habituated to them, and even brands are encouraging them to get addicted to those foods with inviting them to take part in food eatery competitions etc.
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