Food Literacy How Do Communications and Marketing Impact Consumer Knowledge, Skills, and Behavior? Workshop Summary (2016) / Chapter Skim
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4 Food Literacy: Next Steps
4 Food Literacy: Next Steps
Pages 113-122
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From page 113... ...
Panelists considered a range of topics, from the challenge of addressing taboo issues such as obesity to opportunities for designing whole communication environments as opposed to sending single messages. A lively discussion was triggered by co-moderator Sarah Roller's hypothetical case involving two consumers and her question about which of the two qualified as food literate.
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From page 114... ...
He grew to enjoy eating the little packs of baby carrots and cute little mandarin orange slices and even started collecting cartoon stickers from the mandarin orange food packages to trade with his friends in the school orchestra. Roller asked, "Do either or both of these consumers qualify as food literate?
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From page 115... ...
Asking whether someone is food literate or not is a "dead end," Cynthia Baur stated, joining those expressing disapproval with the question. "I think every single presentation has focused on the fact that you have to start where people are with the lived reality of their lives and then build whatever it is you want to do from there," she stated.
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From page 116... ...
"Focusing on the individual has not proved to be very effective," she said. EDUCATING PHYSICIANS AND OTHER HEALTH CARE PROFESSIONALS ABOUT NUTRITION Linda Neuhauser expressed disinterest in what Roller's hypothetical consumer A, the physician, did personally, but found it important that the physician understood food and nutrition and was communicating with her patients in a way that helped advance their food literacy.
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From page 117... ...
DELIVERING KNOWLEDGE TO PEOPLE WHOSE LIVES ARE TOO BUSY FOR THEM TO TAKE ON ANY MORE "CHORES" Kristen Harrison described the busy lives of many people for whom obesity is a "distal threat"; they have other, more immediate fears. She shared a personal story about her own busy life and how she had, over the course of 2 years, stopped exercising and started eating "nothing but jelly beans." She gained 30 pounds during that time.
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From page 118... ...
She described putting on shorts and going running and feeling her thighs chafe together as "one of the worst sensory experiences." Eating is an intensely sensory experience for her as well. The challenge, in her opinion, is to find ways to help people turn their chores, such as exercise and healthy eating, into activities that are pleasurable and that will sustain them throughout the day.
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From page 119... ...
They use multiple qualitative methods, such as sending people out with cameras to gather in-depth data so as to better understand what consumers need and what will be realistic in their lives given all their competing priorities. Kraak agreed with Harrison that eating is a highly sensory experience and suggested that communicators create messages about healthy food and beverage products that elicit the entire sensory experience (sight, touch, smell, sound, and taste)
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From page 120... ...
Lefebvre reached a similar conclusion in his own work when "5 a day" nutrition messages were being delivered to fifth graders through seven different channels, including Disney public service announcements and in-class curriculum. His research team found that behavior change was directly correlated with the number of channels through which the children remembered hearing the message.
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From page 121... ...
Nagle described their response as, essentially, "If you create the market, we will sell whatever people want to buy." Roller described the "end game" as, "It has to be profitable to market healthy food." Otherwise, in her opinion, there are too many obstacles, even if the messaging is "correct." Kraak suggested a systematic nudge approach. She mentioned that she had been working on a nudge study of the entire restaurant sector in the United States to evaluate how extensively restaurants have used systematic nudge strategies to promote healthier options to children and adolescents.
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From page 122... ...
The study is being conducted in two cities: Newark, New Jersey, where the obesity rate for children aged 2–5 is 27 percent, which is eight times the national average; and Birmingham, Alabama. In both cities, the researchers have been running the program through parenting centers.
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