According to the Health Survey for England, 14% of children aged between two and 15 are obese, while 28% are classed as overweight. The report also reveals a clear link between social deprivation and obesity. Families often lack the knowledge and funds to create balanced family meals, leaving children with a diet of sugary, fatty foods that are detrimental to their health.
It raises a lot of questions around responsibility.
For years companies have accepted that they need to take responsibility for the welfare of their workers and their actions. More recently, companies have taken on the responsibility for the use or misuse of their products. The tobacco and alcohol industries have borne the brunt of government coercion and legislation in this area. Now fast moving consumer goods (FMCG) brands are facing up to a reality where they too are responsible for the impact of their products.
The writing has been on the wall for companies outside alcohol and tobacco for a long time. Back in 1982, McDonald’s, for example, started litter patrols, which were an acceptance by the company that while litter was dropped by its customers, it was part of the problem and ultimately should be part of the solution.
McDonald’s was early to hit on a fundamental point: companies are now broadly responsible for the impact of their products beyond the moment of consumption. This is starting to influence them in a number of ways, from new product development (lower sugar and fat products will be important) to how they market products. Changes in marketing codes of conduct will be harder to navigate in terms of restrictions because they will be more complex than the comparative simplicity of restrictions on tobacco. The messages are not necessarily those of abstinence, but balance.
Brands will find themselves having to rely on more discreet and direct channels to market products that are perceived as less healthy. They may also need to demonstrate evidence of taking steps to positively impact on the lifestyles of their consumers.
Planning for this future demands a longsighted view from brands. A view that encompasses investing in direct relationships with consumers and considering how to be proactive in inspiring a healthier lifestyle for consumers. For the more forward-thinking brands, this should be an exciting challenge and one that will unlock initiatives to benefit both brand owner and society.
Richard Southon is managing director at Communicator
This advertisement feature is brought to you by the Marketing Agencies Association, sponsors of the Guardian Media Network’s Agencies hub
