Why They Buy: Fighting Obesity Through Consumer Marketing Research

Historical “one-size-fits-all” health policies have failed to stem the rise in obesity in America, with nearly two-thirds of the population categorized as overweight or obese. A new study to be released by Hudson Institute’s Food Policy Center addresses the obesity epidemic by applying consumer marketing techniques to segment consumers on the basis of their body mass index. The study identifies the major differences in the attitudes and behaviors of normal and obese weight populations to inform and craft more effective policy solutions to the obesity crisis. The findings reveal divergent attitudes and behaviors towards healthier eating; which indulgent products are being purchased; whether package labels are read; how much each weight segment exercises; and differences in mindsets.

In addition, current approaches will be challenged and recommendations will be offered to food companies, the public health community, and regulators about how they can help reverse soaring obesity rates.

To examine these important issues, on Thursday, June 14, Hudson Institute hosted a presentation of report highlights and a conversation with Dr. Bill Dietz, Chair and Director of the Sumner M. Redstone Global Center for Prevention and Wellness in the Milken Institute School of Public Health at The George Washington University; Tracey Massey, President, Americas, for Mars Wrigley Confectionery; and Hank Cardello, Hudson Senior Fellow and Director of the Food Policy Center.

To view Hank Cardello's slides, click here.