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INSEAD Explains Sustainability: nutrition and health

Marketing

INSEAD Explains Sustainability: Nutrition and Health

INSEAD Explains Sustainability: Nutrition and Health

This episode spotlights the influential role of the food industry, and food marketing in particular, on consumer health and well-being.

From the number one global health issue of obesity to climate change and ethical animal welfare, INSEAD Professor of Marketing Pierre Chandon explores the multiple challenges currently facing the global food industry. 

While governments can help through regulations, he argues that it is up to businesses to devise smarter ways to improve consumer health. Marketers have an important role to play because they understand the needs of the different stakeholders. This puts them in a prime position to help find solutions that offer a triple win for sustainability, for the consumer and for the company. 

You cannot have a solution to the sustainability difficulties and crises if you cannot get a triple win. That’s a win not just for sustainability but a win for consumers and a win for companies.

Chandon, the L'Oréal Chaired Professor of Marketing, Innovation and Creativity at INSEAD and the Director of the INSEAD–Sorbonne Université Behavioural Lab, explains how his research has found that the impact of labelling is much smaller than expected. Instead, he argues that the best way to get people to pay more to eat less is to focus on the pleasure of eating. 

“The secret to nudging people to eat better is actually never to talk about health or nutrition but to talk about things that really matter to people. And with food, it’s taste,” says Chandon. Watch the video for his further insights on improving nutrition and well-being. 

Edited by:

Nick Measures

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Sustainable Development Goals
Research for the World
INSEAD Explains Sustainability

About the series

Sustainable Business
Summary
The INSEAD Sustainable Business Initiative is a collaborative platform for academic institutions and businesses to develop solutions relating to business challenges at the interface between social and environmental responsibility.
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Bruno Poggi

31/10/2024, 12.41 am

Thank you for sharing Pierre. Such a key topic as we see valuations in pharmas sky rocketed to solve a problem self-inflicted by humans. I recently commented on this vey same subject, a success for business, but a failure on mankind. There are such ingrained cultural habits that have been conveyed by marketeers in the past decades, sweet breakfast for instance is probably the worst habit one should change asap. A marketing campaign in that space would make a killing! (sorry for pun) 

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