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What challenges are faced by corporations in reducing the barriers to a healthy diet faced by those consumers of lower SES?

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Question about the link between social class and dietary quality have been examined in a number of ways including in the medical community, A recent article indicates. A large body of epidemiological data shows that diet quality follows a socioeconomic gradient. Whereas higher-quality diets are associated with greater affluence. energy-dense diets that are nutrient-poor are preferentially consumed by persons of lower socioeconomic status (SES) and of more limited economic means. The article goes on to point out that it is critical to “dig deeper” into the underlying causes associated with social class in the case of diet, these include the fact that nutritional foods often cost more, and physical access to affordable nutritional foods for disadvantaged groups is often limited. The reason a search for underlying causes is so important is that it has consequences for how groups market high quality diets to lower-SES/lower-income group. That is simply recommending high-cost (but nutritional foods to low income consumers is likely to be ineffective because the desire to consume a better diet among lower-SES/lower-income consumer would be hundred by inability to pay and limited access no or few stores nearby that carry such foods) The following relates the story of a lower-income consumer who was overweight. His access to lower-priced but nutritious foods through the 99 cent Store became the answer to both of the barners listed above, as you will see. Pape Joe aviance, a Los Angeles clothing designer and musician who weighed 450 pounds, decided he has to lose weight when he saw a video of himself “I was 450 pounds – I was two cheeseburgers away from diabetes or high cholesterol, I have been big for pretty much at my life, and I was sick of hating myself It was now or never” Not able to afford the prices of the vegetables and fruits from high-end food stores like Tracker joe’s or whole Foods. He took up the suggestion of this friend to shop at the 99 cent Store. Hi weekly $50 purchase at the 99 Cent Store, which included oatmeal, tuna fish, eggs, salad dressing, vegetables, and fruits, coupled with exercise of daily walks lied to a weight loss of 250 pounds over 18 months. The story confirms the medical article in shown that it is not social class per see that causes poor diet, but other key underlying mechanisms. Faced with inflexible food budgets, persons of lower SES find the relative high price of fruits and vegetables to be a banner to their diet and choose the lower-priced, energy-dense foods that are high in fats and sugars. These dietary factors contribute to the observed health inequities individuals from lower-SES/lower-income groups have higher rates of obesity, diabetes, Cardiovascular disease, and dental issues than individuals from higher-SES/higher-income groups. The papa joe Aviance story highlight the key issues that (a) It is not enough to lock only at social class in the abstract: (b) Marketers and policymakers must lock for deeper underlying factors, and address those: and (c) companies such as the 99 cent Store can play a key role in helping lower-SES groups deal with serious health-related issues by dealing with the underlying factors rather than simply telling everyone that they should eat a healthy diet. Awareness may be the first key, Generally speaking, American’s tend to incorrectly believe that wealth is distributed more equally than it is, Moreover, a general awareness of the lack of physical availability of healthy food alternatives is likely lacking as well A broader understanding of these challenges may be necessary for there to be more companies like the 99 cent store that tackle the hurdles facing those on the lower social strata. Critical Thinking Questions Why is it important for marketers to focus less on social class and more on the underlying mechanisms related to social class that might affect consumers and their behaviours? What challenges are faced by corporations in reducing the barriers to a healthy diet faced by those consumers of lower SES? How might general misconceptions of wealth distribution help to produce weld-meaning but misguided approaches to encouraging healthier diets among lower-SES consumers?

 
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