Breaking the Code
Behavioral science is a cornerstone of modern marketing practice, but much of what passes itself off as behavioral science is just bs. Good social science gives us the insights and roadmap we need to change behavior, but bad social science just muddies the water and tarnishes the social sciences. As behavior change is a core objective of marketing, getting behavioral science right is crucial. Join us as two behavioral scientists sound off on what is, and isn't, good social science, from a variety of disciplines covering new topics every podcast.
Your hosts: Brad Davidson, PhD and Sonika Garcia, MPH - Medical Anthropology Strategists at Havas Health & You.
Breaking the Code
If Everything is 'Healthy', Nothing is
In a world of ubiquitous marketing, figuring out what supports a "healthy lifestyle" can be challenging. Marketers have picked up on the cultural trend towards wellness branding, and are enthusiastically, if somewhat disingenuously, leaning into claims that are technically true but not very helpful--"no added sugar", for example, is true, but irrelevant, for a product that has a high glycemic index (like fruit juices). This "healthwashing" has been seen across the spectrum of brands, from the curious case of fast foods chains removing unhealthy signifiers like "fried" from their names (BK, Dunkin', KFC, etc.), to the less curious but equally nefarious labeling practices of breakfast cereals and protein bars, brands are eagerly touting their health benefits.
In this episode, we talk about healthwashing and touch on many forms of virtue signaling. One important takeaway: We know that people are keenly aware of their health nowadays, so brands, across the board, shouldn't shy away from communicating the real role they can play. The importance is delivering that message in a way that's true to each brand, in a way that maintains their identity and respects their audience.
If you have any questions, feedback, or just want to say hi, email us at medicalanthropology@havas.com
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