Short answer
Critically evaluate how 'health' is framed in food product design and marketing to ensure it aligns with genuine consumer needs and ethical considerations, rather than solely promoting 'healthism'.
- Field
- Innovation & Markets
- Source
- European Journal of Marketing (2020)
- Method
- Critical Discourse Analysis (CDA) informed by Foucauldian archaeology of knowledge.
- Sample
- 190 academic articles
- Evidence
- Moderate effect
Marketing research on food and health is dominated by three distinct discourses that blend the ideology of 'healthism' with market principles, shaping perceptions of health, risk, and consumer behavior. This innovation & markets research insight is drawn from a 2020 study published in European Journal of Marketing. Using Critical discourse analysis (cda) informed by foucauldian archaeology of knowledge. with 190 academic articles, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Critically evaluate how 'health' is framed in food product design and marketing to ensure it aligns with genuine consumer needs and ethical considerations, rather than solely promoting 'healthism'.
Healthism in Food Marketing: Three Dominant Discourses Identified
Marketing research on food and health is dominated by three distinct discourses that blend the ideology of 'healthism' with market principles, shaping perceptions of health, risk, and consumer behavior.
European Journal of Marketing · 2020
Key Findings
- 01Three dominant discourses of health and food were identified in marketing and consumer research.
- 02Each discourse integrates 'healthism' with marketing ideologies, defining health meanings, risks, consumer conduct, and marketing's role in well-being.
Application
Design takeaway
Critically evaluate how 'health' is framed in food product design and marketing to ensure it aligns with genuine consumer needs and ethical considerations, rather than solely promoting 'healthism'.
How to apply
When developing marketing campaigns for food products, analyze existing communications to identify which of the three 'healthism' discourses are being employed and consider how to adapt messaging for greater impact and ethical resonance.
Project actions
- 01When researching a food product, look for how 'health' is discussed in marketing materials.
- 02Consider if the marketing promotes 'healthism' and how this might influence consumer choices.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Systematic analysis of a large corpus of academic literature.
- +Application of a robust theoretical framework (Foucauldian archaeology and CDA).
Limitations
The analysis is based on academic papers, so real-world marketing might differ. It also focuses on 'healthism' which is a specific concept.
Reliability & validity
Reliability could be enhanced by having multiple researchers independently categorize the advertisements to ensure consistency. Validity is supported by the rigorous methodology of critical discourse analysis.
Think critically
To what extent does the 'healthism' discourse in food marketing place undue pressure on individual consumers, and how can design and marketing practices mitigate this?
Design Principles
"Frame health-related product benefits within a broader context of well-being, acknowledging diverse consumer perspectives and avoiding prescriptive 'healthism' narratives."
Understanding these dominant discourses is crucial for designers and marketers aiming to create effective and responsible communication strategies around food products. It allows for a more nuanced approach to messaging, avoiding unintended consequences and aligning with evolving consumer values.
What This Means for Your Design
Marketing messages about food and health often push the idea that it's solely up to individuals to be healthy ('healthism'), and this research found three main ways companies talk about this in their advertising and research.
How to use in your project
- 1.Use this research to analyze the marketing strategies of a chosen food product, identifying the dominant discourses at play.
- 2.Discuss how these discourses might impact the design choices or user experience of the product.
Add to My Project
Quick Cite
Paragraph starter
This research identifies three dominant discourses in food marketing that integrate 'healthism' with market ideologies. These discourses shape perceptions of health, risk, and consumer behavior, influencing how food products are communicated and potentially perceived by consumers. Understanding these frameworks is essential for designing marketing strategies that are both effective and ethically responsible.
Source
European Journal of Marketing
Powered by healthism? Marketing discourses of food and health
journal · 2020
View sourceQuestions About This Research
- What does the research say about healthism in food marketing: three dominant discourses identified?
- Critically evaluate how 'health' is framed in food product design and marketing to ensure it aligns with genuine consumer needs and ethical considerations, rather than solely promoting 'healthism'. Evidence: European Journal of Marketing (2020).
- Why does "Healthism in Food Marketing: Three Dominant Discourses Identified" matter for design?
- Understanding these dominant discourses is crucial for designers and marketers aiming to create effective and responsible communication strategies around food products. It allows for a more nuanced approach to messaging, avoiding unintended consequences and aligning with evolving consumer values.
- How can designers apply this research?
- Critically evaluate how 'health' is framed in food product design and marketing to ensure it aligns with genuine consumer needs and ethical considerations, rather than solely promoting 'healthism'.
- What were the main findings?
- Three dominant discourses of health and food were identified in marketing and consumer research.. Each discourse integrates 'healthism' with marketing ideologies, defining health meanings, risks, consumer conduct, and marketing's role in well-being.
- What research method was used?
- Critical Discourse Analysis (CDA) informed by Foucauldian archaeology of knowledge. with 190 academic articles.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2020 journal from European Journal of Marketing.
- What should I do differently in my next project?
- When developing marketing campaigns for food products, analyze existing communications to identify which of the three 'healthism' discourses are being employed and consider how to adapt messaging for greater impact and ethical resonance.
- What are the limitations?
- The study focuses on academic marketing literature, and findings may not directly translate to all consumer perceptions or other industry sectors.