Fed Up: questioning the constant consumption messaging
Last week my husband and I watched a 2014 documentary called Fed Up* which is about the American metabolic health crisis and some of its underlying causes. Of important note, the film explores the paramount role of corporations selling harmful products to consumers, many of which are wrongly advertised as healthy. The marketing of the products persuades consumers into believing they are making wise, nutritional choices, when in reality, the products are harmful and contribute significantly to the generally poor standards of modern American wellness.
The film intimately portrayed various real American households of families who struggle with nutrition and the accompanying medical consequences. A potent moment in the film was a mother opting for lean Hot Pockets (individual, processed, frozen, handheld pizzas) over regular Hot Pockets because they are marketed as the “healthy” option despite the fact that they remain junk food.
The film’s main arguments are that processed and highly sugary foods are harmful and addictive and that consumers are not informed about the perils. Without knowing the harm, and even believing there is no harm because of the messaging, it’s hard to make different choices.
Growing up, we were privileged to eat healthy, mostly unprocessed, foods. My mom has always had a garden (and now a farm!) and she is an incredible cook. The concept of avoiding processed food isn’t new to me, but as I watched the documentary, I could feel my anger rising. It should be criminal to be able to mislead people into injuring themselves this way for profit. And then, as I am prone to do, I kept thinking of all the parallels to personal finance and consumption.
We’re sold processed, addictive food that makes us feel sluggish and adds on extra pounds. Because of that, we’ve commodified exercise and created an industry – buying a Peloton, going to the gym, joining a new fitness trend. We might need new energy drinks because we’re tired. We need different clothes that make us fit in. A new car will make us happier. If you can’t keep up with all of this, don’t worry – there’s credit for it and a slew of credit products to consider. To pay for it all, you work harder, longer hours and feel burnt out. This cycle repeats.
The messaging we receive daily about consumption is a huge part of our behaviors and habits. We must understand what the reality is and choose not to participate. We must question it. As we begin to make personal, individual choices that differ, we can have a ripple effect for the society at large and perhaps change some of the messaging we see, and also have an effect on what our society’s priorities are.
How can we change the reality and craft a new one for ourselves:
Stay curious: If you feel compelled to buy something, like a new exercise trend, beauty product, or article of clothing, ask yourself why. What emotion is causing it and what emotion is the marketing trying to manipulate?
Carefully curate your environment: Unsubscribe from marketing emails. Delete apps from your phone. Mute the television during commercial breaks. Eat at home before grocery shopping or leaving for the day. Know that endcaps are deliberately tempting. Meal plan. Utilize your calendar to protect your time.
Make a spending plan: Boundaries work. Self-imposed restrictions help us. Committing to yourself to live within your means (and tell a friend!) provides a chance to stick to our goals.
Here’s an example, using the messaging I’ve seen this week, of how I’m questioning the world we live in:
I received a New York Times Wirecutter email promoting fall/winter products. The email subject was: “Achieve cozy bliss”.
a. Staying curious about what struck me in this ad, I asked myself: Can I be cozy without these products? Cozy is a nice feeling and makes me feel safe and loved. I am safe and loved. I don’t need these products to feel safe or loved.
b. I curated my environment by unsubscribing from Wirecutter emails. If there is a product I need in my life later on and I’d like to look at Wirecutter’s product reviews, I can go directly to their website and search for it—I don’t have to be passively and repeatedly sold to.
c. My spending plan doesn’t contemplate any new blankets, coffee mugs, e-readers, candles or Dutch ovens (the products that Wirecutter suggests I need to “cozy up.”) My spending plan gives me room to cover my needs and my wants, and in a way that supports my long-term wellbeing.
What marketing have you seen this week that you can question? How does it make you feel? What do you believe is a need that is actually just a want?
*If you can find it to watch, it was really insightful.