Thursday, November 20, 2014

We know the world is ageing. We know the world is getting fat. Fat + Ageing = Not good

As a marketer you are always looking for changes in the business/social environment that lead to product opportunities.

Most of the time the changes you discover are relatively small, unpredictable and of short life.

That is what make the relentless, global ageing of the world's population so important. No doubts or maybes, it is happening.

There is another change that looks to be of the same magnitude. The world's population is getting fat.

Today McKinsey, in its indomitable way, quantified the problem of obesity and its implications.

Here is what the big Mc has to say on the subject

Obesity is a critical global issue that requires a comprehensive, international intervention strategy. More than 2.1 billion people—nearly 30 percent of the global population—are overweight or obese.
That’s almost two and a half times the number of adults and children who are undernourished. Obesity is responsible for about 5 percent of all deaths a year worldwide, and its global economic impact amounts to roughly $2 trillion annually, or 2.8 percent of global GDP—nearly equivalent to the global impact of smoking or of armed violence, war, and terrorism.
Now when you combine the two trends you end up in a not good place. Fat and old is bad news but it is happening.

So marketers, when you read today's headlines about the 'obesity epidemic' rejoice. You now know of the two mega trends that you should be exploiting.

What's more, you are certain to be experiencing one of the things yourself and there is a good chance you are, or will, experience the other. Maybe a good time to give up sugar and cut down on the portion size. Dick Stroud

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