Figmentations

Well, it seems the consumer can be well-educated, or at least have ample free access to good information, yet still not make smart choices. The most basic examples of this lie in the realm of lifestyle choices regarding: eating, exercising, drinking alcohol, doing drugs, and smoking.

In addition the the Ad Council partnership mentioned in my previous blog, I notice more and more info and media attention on the need for us to be making healthier choices to reverse the growing obesity problems in this country. To name a few others, see: the Discover Health Channel’s National Body Challenge (see http://www.discovery.com/health); NBC’s reality series “The Biggest Loser”; and the many “makeover” shows that are now focused on weight loss, including another Discovery Channel TV program called “Housecalls” on FitTV (see http://fittv.discovery.com/). Combine that with more and more workplace programs to help us combat our vices, many of us still struggle with the daily battles of replacing old habits with new, better, healthier lifestyle choices.

But for those that are trying to make the change, there is still some confusing information out there. Information that we have a right to hold informers (marketers) accountable for. One example of confusing information, is the fact that not all people really realize that a McDonald’s Filet-O-Fish Sandwich is not necessarily health food (at 18 grams of fat per sandwhich), though it is a better choice than a Double Quarter Pounder with Cheese at 40 grams of fat each (for more info, check out the Food & Nutrition section of McDonald’s website at: http://www.mcdonalds.com/usa/eat.html).

Here’s another example of deceptive or incomplete advertising that can deceive even the best intentioned consumers who are actually really trying to make better choices for themselves. (Since this article may not be easily accessible I’ll pull out the important parts of this blurb as published in “Marketing News” under the “Law, regulation & economy” section, page 4, Dec 15,2004 issue. This is a publication of the American Marketing association, http://www.marketingpower.com. )

“Since…Subway began claiming that three of its foot-long sandwiches have the fat equivalent of one Big Mac, …the National Legal and Policy Center…has turned to the FTC to investigate its claim.

…(T)he Center accused Subway of making misleading nutritional claims about the health benefits of its Sweet Onion Chicken Teriyaki sandwich. The NLPC countered that those three foot-longs have nearly four times as many calories and cholesterol as a Big Mac and six times the sodium. Subway has responded that the commerical isn’t factually misleading because it only mentions the fat content.”

So I guess it remains our prerogative to learn as much as we can about the issues that affect us (and how and by whom they are being communicated to us) and not leave it up to others who may or may not have our best interests in mind as they pursue their own priorities (which most of the time is likely money-related.) This should apply to all areas of our life, e.g., politics as well.