Gizem Kaynak
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Just where does corporate responsibility end and consumer responsibility begin? The case of marketing food to kids around the globe
The article, by Barbara Mueller mainly discusses the ethical issue of excessive marketing campaigns of unhealthy food to children and the correlation with the increasing obesity around the globe.
The article briefly states the current situation in the modern market. In the current business world, consumers’ expectations have grown significantly in all aspects. Consumers want the marketers to provide them what they want, wherever and whenever they want, and also at a reasonable price. Moreover; consumers also expect marketers to care about their health and nutrition. The limits of the corporate responsibility in today’s market come out to be one of the biggest challenges of multinational food corporations. However; the rest of the paper discusses whether this is too much to expect from the food & beverage firms or not.
The obesity has turned into one of the greatest problems for many highly developed countries and projections for the upcoming decades show us that the situation is just going to get worse. At this point governmental bodies get involved in the issue and restructure the regulations in direct food marketing to children. Some companies stepped up and limit their advertisements of their products to children and also added some healthy food consumption massages to their marketing communication. But apparently the issue is not resolved just with the marketing legislations.
The obesity problem has some other causes rather than excessive marketing. Today’s generation spends more and more time in front of the TV set and arcade games. The decreasing trend of physical activity of today’s generation is definitely the major factor in the global obesity problem.
Our personal preference on what we eat is also another factor related to obesity. The author clarifies the issue with a very simple example. Two people just eat fast-food for some period of time, and one gains a significant amount of weight, while the other drops an even bigger amount of weight. The differences between the two were healthier choices and moderate daily exercise.
The paper concludes that the issue needs a multifaceted approach in which both consumers and marketers are responsible of a healthier diet among the new generation and less obesity around the globe. The corporations should promote healthier products and give clear messages and nutritional information to the appropriate audience. Meanwhile; the consumers should also step up and increase the physical exercise level in their families and make healthier food choices.
The article, by Barbara Mueller mainly discusses the ethical issue of excessive marketing campaigns of unhealthy food to children and the correlation with the increasing obesity around the globe.
The article briefly states the current situation in the modern market. In the current business world, consumers’ expectations have grown significantly in all aspects. Consumers want the marketers to provide them what they want, wherever and whenever they want, and also at a reasonable price. Moreover; consumers also expect marketers to care about their health and nutrition. The limits of the corporate responsibility in today’s market come out to be one of the biggest challenges of multinational food corporations. However; the rest of the paper discusses whether this is too much to expect from the food & beverage firms or not.
The obesity has turned into one of the greatest problems for many highly developed countries and projections for the upcoming decades show us that the situation is just going to get worse. At this point governmental bodies get involved in the issue and restructure the regulations in direct food marketing to children. Some companies stepped up and limit their advertisements of their products to children and also added some healthy food consumption massages to their marketing communication. But apparently the issue is not resolved just with the marketing legislations.
The obesity problem has some other causes rather than excessive marketing. Today’s generation spends more and more time in front of the TV set and arcade games. The decreasing trend of physical activity of today’s generation is definitely the major factor in the global obesity problem.
Our personal preference on what we eat is also another factor related to obesity. The author clarifies the issue with a very simple example. Two people just eat fast-food for some period of time, and one gains a significant amount of weight, while the other drops an even bigger amount of weight. The differences between the two were healthier choices and moderate daily exercise.
The paper concludes that the issue needs a multifaceted approach in which both consumers and marketers are responsible of a healthier diet among the new generation and less obesity around the globe. The corporations should promote healthier products and give clear messages and nutritional information to the appropriate audience. Meanwhile; the consumers should also step up and increase the physical exercise level in their families and make healthier food choices.
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