What can we learn from the commercial sector about

promoting healthy lifestyles?

“The power and nuance of social marketing”Foundation for American Health Care Leadership

Colorado SpringsDecember 6-8, 2004

The “Perfect Storm” for Obesity

BuiltEnvironment

Commercial Environment

Policy Environment

Social/Cultural Environment

ObesityHumanBiology

Going against the grain

• Our genes tell us to eat whenever possible and rest whenever possible—strong biological incentives

• Our genes tell us to like sugar, salt and fat– Thousands of years of

agricultural “progress” have made these commodities widely available and cheap

Going against the grain• Our society embraces

technology—almost without concern for consequences– Technology has changed

the food supply and the physical activity environment

• There are essentially no external incentives/rewards for “doing the right thing”

• Our society runs on instant gratification– See it now, feel it now, eat it now, buy it now,

pay for it later…much later– We live for “the deal”

Our Society Has Undergone Major Transformation Since the 1950s

Decline in political, religious and civic participation

Loss of informal social connections

Dissolution of community

Isolation of individuals and families

Overall decline in social capital

Economics Exerts A Powerful Influence

• “Personal choices about work and life are taking place within a larger set of societal changes.”

• “…changes in technology and the economy are altering how work is organized and rewarded, which in turn influence how you lead your life.”

• “…work is organized and rewarded in America in a manner that induces harder work.”

• “Social choices frame personal choices.”

Economics Exerts A Powerful Influence

• “Judges, legislators, editorial writers, and average citizens alike typically form their opinions on the basis of what alternative best promotes economic growth or best advances the well-being of consumers by lowering prices and generating better products.”

Economics Exerts A Powerful Influence

• “In short, the culprit isn’t out there--…it’s in here, in our own appetites, in what we want to buy, in the great deals we want to get.”

What sells?

• Marketing takes advantage of overt or latent desires of consumers—it plays to our biology and our social values

• Benefits exchange is simple, clear and tangible• Benefit must deliver on consumer demand for

immediate reward/benefit in terms relevant to them– E.g., Cheaper, bigger, better, etc.– Crest White Strips

Marketing Healthy Lifestyles

• We are applying the fundamentals—know the target, tailor the message, get on the radar screen, tap into the emotion

• Yet, something is missing…– What is the clear benefits exchange?

• Tangible benefit that I can see today

– What is the cost to me, in time, effort, $$– What are the rewards, reinforcements?– What is this competing with?

• Are the alternatives more compelling?

Setting Expectations

• Change will take time– E.g., reduced fat milk adoption

• Health community aligned• Government subsidy structure changed• Product attributes improved

…and, 25 years later we can see a difference.

To improve eating and physical activity behaviors we will need to tap into higher order benefits

How can we tap into core values, e.g., personal liberty, to begin changing social norms?

How can we leverage strong desire to “belong” to promote better behaviors?

How can we leverage the “early adopters” as sparkplugs for change?

The Individual The Environment

Social/Cultural Values

Lifestyle

It’s more than just advertising…