for the love of marketing

Happy Easter!

Oh, wait. You mean . . . That’s still six weeks away?

Oh, thaaaat’s right. We skip from one candy holiday to the next here in the States. It’s Valentine’s Day before New Years, Christmas before Thanksgiving, Halloween before the 4th of July. At least that’s what it looks like in American grocery stores.

The average American eats 22 pounds of candy per year. This is despite increasing evidence of sugar’s negative effects on literally everything, and I have to admit, I’m as guilty as any. Recently I’ve swapped frozen bananas for ice cream, but I still can’t get through a day without fruit snacks or gummy bears.

It’s a sad fact, really, and something that I want to change. In Taiwan (where obesity is the exception, not the rule), people prefer red bean and green tea desserts and typically find American desserts too sweet. This isn’t a biological difference. It’s trained. And it’s marketing. Candy is both the first and last thing Americans see when they enter and check out at grocery stores, and as numerous medical reports and TED talks will tell you, virtually all processed foods are created to be addictive rather than nutritious.

So what are we to do? What can we do? It all comes down to personal decisions. Marketers aren’t going to change their tactics (and products) until we as consumers don’t buy them anymore. It’s also about challenging the status quo. Just because Hallmark said you should buy expensive valentines and candies for your child’s class doesn’t mean you actually should. Simple cards with smiley faces are just fine. They last longer, and they’re healthier, too!

(The below video is a little contrived, but 3-year-old Mila thinks so, too!)

Happy Valentine’s Day!