Casescase_2_7_McDonalds_and_Obesity课件.docx

Casescase_2_7_McDonalds_and_Obesity课件.docx

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CASE27McDonald’sandObesity

THEPROBLEM

Governmentsandinfluentialhealthadvocatesaroundtheworld,spookedthattheirnations’kidswillbecomeasfatasAmericankids,arecrackingdownonthemarketerstheyblamefortheexplo-sioninchildhoodobesity.Acrosstheglobe,effortsareunderwaytoslowthemarchofobesity.

IntheUnitedStates,roughly30percentofAmericanchildrenareoverweightorobese.AccordingtotheU.S.CentersforDis-easeControlandPrevention（CDC）,anestimated64.5percentofAmericanstipthescalesasoverweightorobese,thehighestper-centageoffatpeopleofanycountryintheworld.However,adultsandkidsinothercountriesarecatchingup.

THEWORLD

TheWorldHeartFederationreportsthatgloballytherearenowmorethan1billionoverweightadultsandthatatleast400millionofthoseareobese.Anestimated155millionchildrenareover-weightworldwideincluding30–45millionwhoareobese.1

Inmanycountries,theworstincreasesinobesityhaveoc-curredinyoungpeople.AbouthalfamillionchildreninEuropearesufferingclassicmiddle-agedhealthproblemsbecausetheyaretoofat.ObesityamongEuropeanchildrenhasbeenontheriseoverthelast25years.ThenumberofoverweightchildreninEuropedidnotchangemuchfrom1974to1984;thentheratestartedtocreepupduringthenext10years,anditexplodedafter1995.

InBritain,oneinfivechildrenisoverweightorobese;inSpain30percent;andinItaly,36percent.Whilelessthan1percentofthechildreninAfricasufferfrommalnutrition,3percentareover-weightorobese.

PerhapsthemostdistressingdatacomefromAsia,wherethemeasureofbeingoverweightusedinWesterncountriesmayun-derestimatetheseriousnessofweight-relatedhealthproblemsfacedbyAsians.InJapan,forexample,obesityisdefinedasabodymassindex（BMI）levelof25ormore,not30asitisinWest-erncountries.ButJapanesehealthofficialsreportthataBMIof25ormoreisalreadycausinghighratesofdiabetes.About290mil-lionchildreninChinaarethoughttobeoverweight,andresearch-ersexpectthatnumbertodoubleinthenext10years.TheWorldHealthOrganizationhaswarnedofanescalatingglobalepidemicofoverweightandobesity.

GLOBALREACTIONSTOOBESITY

Oneoftheperplexingquestionsiswhytherehasbeenarelativelysuddenincreaseofobesityworldwide.Someopinethatfast-foodportionsizesarepartlytoblame;theaveragesizeorderofFrenchfrieshasnearlytripledsince1955.Somepeoplesayadvertis-ingistoblame,particularlyadsaimedatchildren,suchasthose

thatusecelebritiestomarkethigh-caloriefoods.AccordingtoUSAToday,onestudyfoundthattheaverageAmericanchildsees10,000foodadsayear,mostlyforhigh-fatorsugaryfoodsanddrinks.

Traditionally,indevelopingcountries,thepoorestpeoplehavebeenthethinnest,aconsequenceofhardphysicallaborandtheconsumptionofsmallamountsoftraditionalfoods.Butwhenthesepeopleinpoorcountriesmigratetocities,obe-sityratesrisefastestamongthoseinthelowestsocioeconomicgroup.

Evenasfoodcompanies’battleU.S.lawsuitsandlegislatorswhoblamethemforinducingchildhoodobesity,they’rebeingat-tackedonanotherfront—Europe—whichisthreatening,amongotherthings,tobanadvertisingiconssuchTonytheTigerandRonaldMcDonald.“Iwouldliketoseetheindustrynotadvertis-ingdirectlytochildren,”saidoneEuropeanhealthcommissioner.“Ifthisdoesn’tproducesatisfactoryresults,wewillproceedtolegislation.”TheEuropeanHealthCommissionhascalledforthefoodindustrytosetitsownregulationstocurbso-calledjunk-foodadvertisingaimedattheEuropeanUnion’s450millioncitizens—orfacebanssimilartothetobaccoindustry.

TheominouscomparisontocigarettesisincreasinglybeingmadeintheUnitedStatesaswell.CommentingonaMcDonald’splantosendRonaldMcDonaldtoschoolstopreachaboutnutri-tion,anaidetoaU.S.senatorsaid,“NomatterwhatRonaldisdoing,theyarestillusingthiscartooncharactertosellfattyham-burgerstokids.Onceuponatime,tobaccocompanieshadJoeCamelandtheydidn’tgetiteither.”

AlsounderfireisTVadvertisingofkids’foods,ascallsforcurbsorbansrisearoundtheworld.“Iftherisein[the]childobe-sitytrendcontinues,withinfiveyearswe’llbeinthesamesituationasAmericaistoday,”saidaseniorchildnutritionistattheUniver-sityofCopenhagenwhositsontheboardofDenmark’sNationalBoardofNutritionalScience.“BanningTVadsthataretargetingkidsisanimportantstrategytoadopt.”Butthereisanargumentthatthosemeasureswon’thelp.“InSweden,NorwayandQuebec,wherefoodadsarebannedfromkids’TV,there’snoevidencethatobesityrateshavefallen.”

AnewlawinFrancewillforcefoodmarketerstochoosebe-tweenaddingahealthmessagetocommercialsorpayinga1.5percenttaxontheiradbudgetstofundhealthy-eatingmessages.OthermeasuresunderconsiderationinEuropeincludebanningcelebritiesandcartooncharactersfromfoodadsaimedatchildrenandpreventingfoodmarketersfromusingcellphonejinglestoreachkids.

Irelandbanscelebritiesfromfoodandbeverageadsaimedatchildrenandrequiresconfectioneryandsoft-drinkspotsbroad-castinprogramswherehalftheaudienceisyoungerthan18yearsofagetocarryavisualorvoice-overwarningthatsnackingonsugaryfoodsanddrinkscandamageteeth.Irelandisasmallmar-ket,buttherearefearsthatthesemeasurescouldspreadtotheUnitedKingdomandthentotherestofEurope,especiallysince

manyadvertisersrunthesamecampaignsintheUnitedKingdom

1“Obesity,”WorldHeartFederation,May2007,http:

//www.world-heart-federation.org.

andIreland.

Cases2TheCulturalEnvironmentofGlobalMarketing

UnlikeFranceandIreland,theUnitedKingdomistryingamorecarrot-and-stickapproach,encouragingself-regulationwithlegislationasalastbutthreatenedresort.TheU.K.governmentpublishedhealthrecommendationsgivingthefoodandbeverageindustriesuntilearly2007toactmoreresponsiblyorfaceformallegislation.Thedocumentfollowedahigh-profileU.K.govern-mentinquiryintochildobesity.Marketingandagencyexecutivescalledtogiveevidenceweregrilledpubliclyovertheuseofceleb-ritiesinads,incitingkids’“pesterpower”andhighsaltandsugarcontentinfoods.

Thepaper’sproposalsincludeclampingdownonusingcartooncharacterstoappealtokidsinfoodandbeverageads,potentiallydoomingbrandiconssuchasKellogg’sTonytheTiger.Therehavealsobeencallsforaban,likeIreland’s,oncelebrityendorsementin“junk-food”advertising.Inacountrywherethebiggestgrocery-storebrand,PepsiCo’sWalker’sCrisps,reliesoncelebritiesinitsadcampaigns,that’sabigdeal.

TheNordiccountriesarethemostmilitantaboutenactinglawstobanorrestrictmarketingoffoodsthattheyconsiderunhealthytochildrenandfightingtoextendthoserestrictionstotherestofEurope.ThetoughestlawsagainstadvertisingtochildrenhavelongbeeninScandinavia,wherethehealthrisksofobesityanddiabetesfromhighsugarconsumptionaresometimescomparedtotobacco.ThelegislaturesinSweden,Finland,andDenmarkareallconsideringeventightercontrolsonmarketingsugaryfoods.Denmark’sNationalConsumerCouncilhaspetitionedthegov-ernmenttobanmarketing“unhealthyfoodproducts”toanyoneunder16yearsofage,andFinland’slegislatureishearingfromhealthgroupsthatwantatotalbanonTVadsforsugar-ladenfood.Commentingonsuchproposals,theCEOoftheFinnishFoodandDrinkIndustriesFederationsaid,“Implementingstrictercontrolsonadvertisingfoodanddrinkswillnotbeaquick-fixanswertoalltheseproblems.”

“TheEuropeanUnionisonit,Washingtonisonit,theballisrollingnowandthefoodcompanieshavetodosomething,”saidonetopadvertisingagencyexecutive.Butheadded,“Ihopefoodcompanieswon’tbebulliedintodoingthingsthatplaytothepoliticians,”notingthereareothercontributingfactorsforobesity,suchaslowincome.HesaidfoodmarketerscouldtrulycontributetoasolutionbyputtingmoneyintoprogramsliketheUSDA’sNutritionProgramforWomen,InfantsandChildren,asubsidizedfoodandeducationprogramthatalsohappenstobeverygoodatdrivingsalesfortheproductsapprovedforthelist.Thekeyistotranslatethehypetorealsolutionslikephysi-caleducationinschoolsandparents—themostimportantrolemodelsaccordingtosubstantiatedresearch—reclaimingrespon-sibility.“Ifafoodhasarighttoexist,amarketerhastherighttoadvertiseit.”

Marketersarestrugglingagainstacrackdownonfoodadver-tisingamidgrowingconcernoverobesitythroughouttheworld.Marketersaretryingtoavertaclampdownwithgreaterself-regulation.Butdespiteaslewofindividualcompanyeffortstoshiftnew-productandmarketingfocustohealthierofferings,theindustryhas,untilnow,largelyshiedawayfromdefendingitselfmorebroadly.

MCDONALD’SRESPONSE

Forthelastfewyears,McDonald’shasreactedtotheobesityissuesinseveralwaysintheUnitedKingdomandothercoun-tries.ConcernedaboutconsumerreactiontothefilmSuper

SizeMe,2McDonald’sCorp.brokeaU.K.campaigncalled“Changes”withposteradsthatomittheGoldenArchesforthefirsttime,replacingthemwithaquestionmarkinthesametypefaceandthetagline“McDonald’s.Butnotasyouknowit.”Promotingongoingmenuchanges,thepostersfeatureitemssuchasasalad,apileoffree-rangeeggshells,piecesoffruit,andcupsofcappuccino.Theeffortprecededadirect-mailcam-paign