MRKT20052: Marketing Management and Digital Communications
Term 1, 2023
Assessment 1: Portfolio article analysis
Push for end of line junk food ads.pdf
Patel Aayushiben Harshadbhai
12222648
Submission date: 07 / 04 /2023
Word count: 1000
Campus or Study Mode (Sydney Campus, Distance, Offshore): ____________
(1) Which of the UNSDGs does the new article relate to?
3rd – GOOD HEALTH AND WELL-BEING
(2) Who are the important stakeholders?
Primary stakeholders:
Children: Children are directly affected by the marketing of unhealthy foods and drinks as it can influence their food choices and eating habits, potentially leading to negative health outcomes such as obesity and related health issues.
Government: Governments play a crucial role in regulating food marketing practices, setting policies, and implementing regulations to protect the health and well-being of children. They can also promote public health campaigns and educational initiatives to raise awareness about healthy eating habits among children.
Health organizations: Health organizations, such as public health departments and non-profit organizations, are stakeholders in addressing the issue of marketing unhealthy foods and drinks to children. They can provide expertise and resources in promoting healthy eating habits, advocating for policy changes, and raising awareness about the negative impacts of unhealthy food marketing on children’s health.
Parents: Parents are important stakeholders as they make food purchasing decisions for their children and play a key role in shaping their eating habits. They can advocate for healthier food options, educate their children about healthy eating, and support policies and campaigns that promote healthy food marketing to children.
Doctors: Healthcare professionals, including doctors, are stakeholders in addressing the issue of food marketing to children as they witness the health impacts of unhealthy eating habits in their patients. They can provide guidance and advice to parents and children on healthy eating practices, and advocate for policy changes to promote healthy food marketing practices.
Secondary stakeholders:
Workers in restaurants: Employees who work in restaurants, particularly those involved in food preparation and service, may be affected by changes in food marketing practices, such as shifts towards healthier menu options or changes in marketing strategies.
Workers in advertisement: Employees who work in the advertising industry, including marketing agencies and media outlets, may be impacted by changes in regulations or policies related to food marketing, as it may affect the type of advertisements they create or promote.
Actors who promote advertisements: Celebrities or influencers who are involved in promoting unhealthy food advertisements may also be stakeholders, as changes in food marketing practices may impact their endorsement deals and partnerships.
Pharmaceutical companies: Pharmaceutical companies may have an interest in the issue of marketing unhealthy foods and drinks to children, as it may have implications for public health and the prevalence of diet-related health conditions that require pharmaceutical interventions.
Cancer councils: Cancer councils or other organizations focused on cancer prevention may be stakeholders in this issue, as unhealthy eating habits, including the consumption of sugary and processed foods, can increase the risk of developing certain types of cancers. They may advocate for healthier food marketing practices to reduce cancer risks.
It’s important to note that the specific stakeholders involved in addressing the issue of marketing unhealthy foods and drinks to children may vary depending on the geographical location, cultural context, and specific circumstances of the issue. Collaborative efforts among various stakeholders are necessary to effectively address the issue and promote healthy eating habits among children.
(3) What potential marketing issues can be identified from the article?
Based on the information provided in the article, here are some additional potential responses to address the issue of marketing unhealthy foods and drinks to children:
Implementing stricter regulations on food marketing targeted at children: This could involve stricter advertising standards, such as limiting the use of persuasive techniques in advertising aimed at children, and restricting the promotion of unhealthy foods and drinks to children. Regulations could also include clear labeling requirements on food packaging, to provide transparent and easily understandable information to parents and children about the nutritional content of products.
Empowering children with media literacy skills: This approach involves educating children about advertising techniques and helping them develop critical thinking skills to interpret marketing messages. This could be done through school-based programs, public health campaigns, or community initiatives that aim to raise awareness among children about the persuasive nature of food marketing and how it can influence their food choices.
Promoting healthy food marketing to children: Instead of focusing solely on restricting unhealthy food marketing, this approach involves promoting and incentivizing marketing efforts that promote healthy food choices to children. This could involve collaborations between food companies, health organizations, and media outlets to develop and promote advertising campaigns that highlight the benefits of healthy eating and make healthy foods appealing to children.
Engaging parents and caregivers in promoting healthy eating habits: Parents and caregivers play a crucial role in shaping their children’s food choices. Providing education and support to parents and caregivers on the impacts of food marketing on children and strategies to promote healthy eating habits at home can be an effective approach. This could involve parenting programs, workshops, and resources that provide guidance on healthy eating, meal planning, and food shopping.
It’s important to recognize that addressing the issue of food marketing to children is complex and multifaceted, and requires a multi-pronged approach that involves collaboration among various stakeholders, including policymakers, food companies, health organizations, educators, parents, and caregivers. By considering a combination of strategies, we can work towards creating an environment that promotes healthy eating habits among children and reduces the negative impact of marketing unhealthy foods and drinks on their food choices and health.
(4) How would you respond to these issues and why?
Based on the given portfolio article, there are several possible ways to respond to the issue of junk food consumption. Here’s a breakdown of the approaches mentioned in the article and some potential reasons for why they could be effective:
Encouraging junk food companies to develop healthier alternatives: This approach acknowledges that fast food chains can catch up with changing trends and consumer preferences by offering more health-friendly menu items. It recognizes that younger generations, such as Generation Z and children, are increasingly interested in sustainably sourced and nutritious food. By creating healthier alternatives, junk food companies can tap into this demand and provide options that align with changing consumer preferences.
Supporting the banning of junk food advertisements: This approach recognizes that limiting the marketing and promotion of junk food can result in promoting healthier options. By reducing the exposure of children to advertisements that promote unhealthy food, it can help shift consumer preferences towards healthier options. This approach can be effective in addressing the issue of junk food consumption, particularly among children who may be more susceptible to marketing influences.
Increasing public education: This approach emphasizes the importance of improving public education on healthy eating habits and the benefits of a balanced diet. By developing public health campaigns or working with schools and authorities, it can help raise awareness and educate individuals, particularly school children, about the dangers of unhealthy eating habits and the importance of making healthier food choices. Education can empower individuals to make informed decisions about their dietary habits and can lead to long-term behavior change.
Implementing educational interventions in schools: This approach recognizes schools as suitable settings for implementing educational interventions to promote healthy eating habits among teenagers. By incorporating educational programs based on behavior change theories, such as the theory of planned behavior, schools can play a crucial role in improving students’ knowledge and behavior towards health promotion. This approach can be effective in instilling healthy habits early in life and shaping long-term dietary behaviors.
In conclusion, the portfolio article suggests multiple approaches to address the issue of junk food consumption, including encouraging healthier food alternatives, supporting banning of junk food advertisements, increasing public education, and implementing educational interventions in schools. These approaches aim to promote healthier food choices, raise awareness about the dangers of unhealthy eating habits, and empower individuals to make informed decisions about their dietary habits. By combining these strategies, it may be possible to tackle the issue of junk food consumption from multiple angles and promote healthier eating habits in the long term.
Reference –
https://commetric.com/2019/01/04/fast-food-in-the-media-the-rise-of-the-health-conscious-consumer/
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7140134/
https://academic.oup.com/restud/article/85/1/396/3108825