In Context

Should Business Care About Obesity?

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Since the 1980s, the percentage of obese Americans has risen from one-sixth of the population to nearly one-third — and the problem is particularly acute among children and adolescents, where the obesity rate has tripled in 30 years. While this problem is certainly, in the first instance, one of personal responsibility and self-control, business leaders should be concerned, too — for at least four reasons.

The first reason is simple self-preservation: Food and beverage companies could find themselves in the trial lawyers’ crosshairs. The second reason is closely related to the first: The food and beverage industry is the target of the public’s increasing ire over portion sizes and unhealthy ingredients. Third, companies will not be able to function efficiently if a significant proportion of their current and future employees suffer from obesity. And finally, opportunity knocks: Companies have the chance to develop new products and create a positive brand image that will fatten the corporate bottom line while simultaneously helping obese Americans shed dangerous pounds.

The authors explain how several companies are actively pursuing several strategies to help solve America’s other “energy crisis” — too much consumption and too little movement.

Kathleen Seiders is associate professor of marketing at Boston College’s Carroll School of Management in Chestnut Hill, Massachusetts. Leonard L. Berry is the M.B. Zale Chair of Retailing and Marketing Leadership at Texas A&M University’s Mays Business School in College Station, Texas, and a professor of humanities in medicine in the Texas A&M University System Health Science Center College of Medicine. Berry is a board member for several organizations, including two mentioned in this article: Darden Restaurants Inc. and Nemours.

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