Introduction
Health related behavior and habits such as physical activity patterns and eating habits develop at a young age and are often maintained into adulthood. Hence, negative eating behavior and the lack of adequate health maintenance activities from a young age increases the risk of one getting obese and developing conditions associated with poor health such as type 2 diabetes, cardiovascular disease, and cancer just to mention a few (“Impact of Food Advertising”; Balbous et al. 146). Obesity has negative effects on children’s emotional, physical, social wellbeing and has a negative effect on the health care system. Most of the diet related health conditions are preventable if the government, parents, health sector, and the health care system create an environment that increases the probability that children grow up in a healthy manner and maintain healthy habits. My study addresses childhood obesity from three perspectives; history psychology, and business. Within the perspectives the trend of childhood obesity is scrutinized, the causes and effects have been analyzed, correction measures, and the identification of areas for improvement.
Childhood Obesity: History
Between the 60s and 2000
The Committee on Food Marketing and the Diets of Children and Youth (CFMDC) et al. points out that 40 years prior to the 1960s, there were lower rates of dental caries and nutritional deficiencies, which contributed to lower child mortality and morbidity within that period (39). From 1963 to 2002, the obesity rate increased threefold for children between ages 6 -11, as well as adolescents between ages 12-19 (39). In 1963, the average weight of a 10-year-old boy was approximately 74.2 pounds, and in 2002, the weight increased to approximately 85 pounds (41). Similarly, the average weight of a 10-year-old girl was 77.4 and 88 pounds in 1963 and 2002 respectively (41). A 15-year-old boy averagely weighed 135.5 and 150.3 pounds in 1963 and 2002 respectively while a 15-year-old girl's average weight increased from 124.2 pounds to 134.3 pounds within the same period (41). The trend of increasing child weight, within the same age range, as time progresses are an indication of the deterioration in child health because of poor nutrition and insufficient physical activities. Moreover, the obesity-associated costs have been increasing steadily as time is progressing; for instance, obesity associated costs were $ 35 million in the period between 1979 and 1981, compared to $ 127 million for the period between 1997 and 1999 (41).
Increasing Rates
If the rates of obesity continue to increase, the population will experience an increase in diabetes type 2 related conditions such as kidney failure, stroke, coronary artery disease, and blindness in middle age (Bishop et al.). Obesity is caused by the intake of excess calories, which get stored in the body in the form of fat. The lack of physical exercise accelerates the rate at which one can get obese. Over the past 35 years, there has been an increase in the consumption of carbohydrates, fats (total and saturated), added sugars, sodium, and sweetened beverages beyond the recommended limits (CFMDC et al. 374). In addition, studies also show that children and adolescents have reduced intake in milk, consumption of breakfast and an increase in the consumption of unhealthy away-from-home foods obesity (CFMDC et al. 374).
Childhood Obesity: Psychology
Behavior Formation
An individual develops several habits including eating habits and food choice preference at a young age. The prime factors that affect an individuals’ dietary pattern include environment, economic status, genetics, culture, and values (Bishop et al.). Children’s eating habits and decision-making are influenced by advertisements that are directed towards them, as well as the observation of the environment. Hence, an advertisement showing that it is cool to consume an unhealthy product because it tastes good misguides the child to make a decision to consume the unhealthy product (Duffey 1). Food preferences are developed at the ages of 2-3 years. The preferences are determined by food exposure, childhood experiences, and positive or negative conditionings, which contribute to a child’s eating behavior and food choices (CFMDC et al. 374). Children can also recognize brands at ages 2 and 3, which is proof that advertisements can influence their decision-making (CFMDC et al. 376).
Advertising Content
The other problem is the increased use of the integrated form of advertisement whereby food and drinks promotion are present in video games, internet, kid’s clubs, sponsored events, and music; as opposed to the traditional limitation to television and radio. The problem is that most of the food and beverage products are high calorie-low nutrient foods. Food and beverage product promotions and other factors affect diet and eating habits of children and youth. Most of the food and beverage advertisements promote unhealthy diets; this contributes to children's ill decision-making on eating habits and choice of foods, putting their health at risk of contracting health conditions such as obesity (Duffey 1). There is sufficient evidence that television food promotions have an effect food and beverage preferences, beliefs and the short-term consumption behavior of children of ages 2-11 years (CFMDC et al. 376). Moreover, there is a relation between television advertisements and the adiposity/body fatness of children and youth (“Impact of Food Advertising”; Children Now). Another problem is that children (under 8 years) do not understand the persuasive intention of advertisement content hence their inability to make informed choice (“Impact of Food Advertising”).
Journey to Reduction
The journey of ensuring that child obesity is reduced, and possibly eradicated begins with the education of children and youth on the importance of consuming a balanced diet that has fruits vegetables whole grains, whole dairy products; and to refrain from or to reduce the intake of high-calorie-low nutrition foods and beverages (“Impact of Food Advertising”). In addition, children need to know that increased physical activity and exercises help in burning excess calories. The fact that children cannot make wise choices on which foods are healthy, leaves the responsibility of a child’s food choices, eating habits, and entertainment consumed with the guardian. Kleiser et al. found out that parents’ influence could determine the chances that their children will be obese (1). Hence, parents should practice a healthy lifestyle and eating habits that children can emulate.
Childhood Obesity: Business
Children in Market
CFMDC et al. point out that advertising is the visible aspect of marketing that aims at building brand awareness, brand loyalty, and in creating the perceived value so that consumers are persuaded to purchase more of the product (137). Children are a significant contributor to the sector of food consumption in the US because they spend approximately $ 30 billion annually on food and they have an influence on $250 million family expenditure (Mason 86). Moreover, children spend money on a narrow range of products, essentially drinks, foods, games, associated hardware (Mason 86). The advertisement industry is a multi-billion dollar sector, which makes money from promoting a variety of products to the different consumers in the market, which includes children. The issue arises when the advertising industry promotes unhealthy products and lifestyles to children (Mason 86).
Advertising Preference
Duffey reports that in 2009 40% of advertisement spending went to the promotion of fast food restaurants, while 22% went to carbonated drinks and only 0.4% promoted fruits and vegetables (1). The advertisements reach children because a study reveals that in 2009 children of 2 to 5 years and 6 to 11 years saw approximately 10.9 and 12.7 food advertisements on a daily basis; 86% of the advertisements promoted foods with high fat, sodium and added sugar content (1). This is an issue because children do not have the discernment to determine which products and lifestyles are fit or unfit to their health. Therefore, some of the choices they make based on advertisements end up ruining their health in the future. Mason states that it is unethical to advertise to people to do not understand the advertisement (86). This is true although one of the roles of advertising is to inform consumers on new products and services. Hence, advertising also has a role of educating the consumer on the benefits of the product as well as the associated disadvantages or risks. In addition, to the promotion of the exceptional taste of various drinks and foods, it is also prudent that the advertising firms include information on the risks that an individual is exposed to after consuming the product in excess or at increased frequencies. On the other hand, an increase in the promotion of healthy foods and lifestyles would change the behavior of the population especially children, but the promotion of unhealthy foods should be reduced.
Childhood Obesity: Positive Initiatives
Few Examples
The local and federal governments have put in place various educational measures to ensure that children and youth improve dietary patterns. In a bid to promote informed choices, the Food and Drug administration (FDA) requires food and beverage companies to display the dietary information of their products on the labels (Duffey 1). Another initiative is that of organizations such as the Children’s Advertising Review Unit (CARU), which promotes the self-regulation of business entities’ children-directed promotions and advertisements (CFMDC 378). No studies exist to verify the effectiveness of CARU, but this initiative is a step towards the right direction.
Room for Improvement
Bishop et al. point out that the root causes of obesity are several, and they keep changing with time; they recommend that a comprehensive longitudinal study be carried out to investigate the connection between behavioral patterns and the development of obesity. In addition, tools that accurately measure dietary intake and the levels of activity should be developed so that individuals have more control over their health. It is also crucial to note that health correcting interventions should also consider a child’s metabolism rate, psycho-social needs, physical maturation, and nutritional requirements so that a health issue like obesity can be handled conclusively and effectively (Luttikhuis H et al. 16).
Conclusion
The various players in the food and industry market have failed to exploit the potential that the production and advertisement of healthy foods has on the population. Taking such a direction requires a thorough review of the current foods and drinks by the food and beverage sector players in terms of the effects of unhealthy foods to the population and economy. The reviews will give guidance to the various changes that are necessary to ensure that the population gets healthy foods. The production of healthy foods will require innovative changes to food processing, ingredients, packaging, as well as advertisement. The possibility of increasing healthy food intakes is possible through the strict control of the production and promotion of unhealthy foods, and the increase in the research, production, and advertisements of healthy foods.
Works Cited
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