Smoking has long been a prime target of what we call the Assault on Pleasure underway in many countries across the globe - encapsulated in both government initiatives and corporate responses to social expectations shifting towards more sober living. This is particularly pronounced in the US - a country with one of the lowest, and most rapidly declining, rates of daily smokers in the Western world. Here, we have seen Starbucks ban smoking outside of its branches, and the city of New York ban even e-cigarettes in non-smoking public areas.
In a country where individuals bear the cost of much of their own medical care, with few safety nets when faced with unemployment, this distaste is not surprising. Individual risk-taking is a risk to the masses, and those that pose it risk social exclusion. We call this process The Death of Risk. But to what extent can this logic be extended to other indulgences such as drinking and eating? Do the same social pressures apply where there is a less direct threat to others’ physical wellbeing?
For drinking, the picture is much more mixed. American people are only slightly more likely to drink alcohol at least a few times a week than they are to smoke every day, and 39% say that they have made a conscious effort to reduce the amount of alcohol that they drink each week. On the other hand, we are yet to see a drastic decrease in regular alcohol consumption, and spending on alcohol has been increasing since 2009.
Whilst drinking still poses a risk to collective public resources and insurance premiums, the clue to understanding the American drinking culture lies in work ethics. The social capital attached to industriousness in the US is reflected in one of the longest work weeks in the Western world, and 80% of Americans say that they feel the need to be the best at everything that they do. Russian Standard Vodka, for instance, has capitalised on this spirit by launching a competition for aspiring US entrepreneurs.
On social media, whilst smoking regulation is a more popular conversation topic than food and drinking related regulation together, wine and beer get the most attention when the talk turns to moderation. Drinking is accepted socially as long as it doesn’t conflict with personal commitments such as work and family. This can include finances - especially as the consumer mentality remains in recovery mode after the financial downturn, with home entertainment options appealing especially to younger generations.
Work-life balance and value for money also feed into a Fordist food culture, which (along with other factors) has been blamed for the above-average obesity rate in America. Whilst it is tempting to succumb to stereotypes of unhealthy preferences, the American consumer does take an interest in Food with Benefits - namely health. The US currently tops global Google search volumes for “healthiest foods”, and more than half of American consumers are interested in food labelling that clearly displays whether food is healthy or not.
But the caveat lies in resources - both time and money - available for healthy culinary pursuits. Half of Americans would be interested in a home delivery service that brings groceries to their door at exactly the right time, and interest in a smart fridge to make nutritional decisions on their behalf is at a third. We have seen this mentality manifested in healthy offerings from fast food chains like Taco Bell and Burger King, a campaign for the introduction of a McVeggie, and the emergence of mid-level instant food restaurants with healthier offerings than traditional fast food. 2012 also saw the launch of the Zipongo site aiming to help Americans find and buy healthy groceries at the best prices, personalised to their health needs and preferences.
Such initiatives have been met with varying success - likely at least partially attributable to the majoritarian preference for familiar foods. Of course the food and drink landscape will remain characterised by contradictions as consumers navigate trade-offs between health, convenience and price whilst still leaving room for moments of indulgence.
With continued government campaigns for healthy food and beverage consumption, along with social pressure to maintain an attractive outward appearance whilst managing all aspects of life in a professional manner, we expect more American consumers to embrace healthier options that are made accessible to them - with increases in obesity rates already showing signs of slowing.
But the American reception of these processes will hang on the extent to which consumers feel that their personal freedoms remain just that.
Author: Sasjkia Otto, Intelligence Analyst
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