The Death of the Diet

Photo: Brittanie Clement

“Overeating, heavy drinking, smoking and inactivity reported, but most are getting enough sleep” – Center for Disease Control, June 2015

The quote above could certainly read as the official description for many of our college experiences, but it’s actually taken from the CDC’s latest report, referencing the overall declining health of Americans. According to the most recent study, one third of adults are at an unhealthy weight and at risk for heart disease, diabetes, stroke and the big C.

But how can that be? If social media were any indication of our habits, aren’t we all “eating clean,” “going gluten-free,” and getting our “#gymflow” on? One glance at the 1.21 million green juice and gym-selfies posted on Instagram and you’d never guess we’re in the midst of an epidemic.

So what gives? Perhaps it’s 80 pounds of sugar slipped into the average American’s system every year, or the 8+ hours spent at desk every day. Maybe it’s the marketers who entice us with perfectly photoshopped displays of “food porn” or are the consumers actually at fault for lacking a sense of self-control.

Blame aside, the American obesity epidemic is complex issue and arguably deserves a more sustainable solution than a 30-day detox. Experts agree: Fixing us is going to take a proverbial village, as all societal sectors need to mobilize for any long-term change. So where do we even begin?

Let’s think back to any political, social, economic or cultural revolutions, if history has taught us anything, it’s that real change begins with communication. As marketers, we know this. Half the battle in positioning a brand is applying the appropriate language, tone and message in speaking to our core audiences.

So if we’re really going to work toward a solution and garner a buy-in from America to get healthy, shouldn’t we evaluate the current conversation and vocabulary surrounding healthy eating?

Take a simple word, diet, and ask yourself what sort sentiment the term evokes. How about:

• Unsustainable
• Failure
• Annoying
• Anger
• Guilt
• Shame
• Resentment
• FOMO

With restriction built into its very definition, its no wonder we run the other direction with the mention of a “diet.” But this year alone, Americans will throw nearly $40 billion dollars at the weight loss and diet industry in hopes of an on-demand fix for the health crisis.

Let’s be clear, Americans do not need another diet. We’re in desperate need a new framework and set of norms to live by. Enter the death of the diet and the dawn of the lifestyle.

With the growing popularity of farm-to-table practices and the health-conscious movements going mainstream (think paleo, veganism, gluten-free) we’re seeing the future of food shift from a means to live to a lifestyle choice.

Americans are finding new frameworks for healthy living — ones that provide a long-term solution for proper nutrition, are sustainable and dare we say, delicious.

While the days of eight-minute abs and grapefruit fasts are far from gone, lifestyle movements are moving in while diets fade to faux pas.

The rise of health-conscious companies, such as Whole Foods and KIND bars, is a prime example of brands tapping into a growing segment while perpetuating and even shaping the lifestyle approach. Whole Foods goes as far as to publically list unacceptable ingredients for food, many of which are found and touted in weight-loss products. Who knew Whole Foods could throw such shade?

Whether or not the lifestyle approach is the solution to the current health crisis remains to be seen, but the death of the diet is certainly a solid step forward. Good riddance!