You are here: Home Fitness Industry Community Blog 2009 December 05 When it comes to food, we're not all islands...

When it comes to food, we're not all islands...

by Steven Gourley — last modified Dec 05, 2009 02:35 PM

We live in a world where we admire and reward independence, success through effort and believe you get what you deserve, reap what you sow, stand on your own two feet. The idea is succinct yet very far from reality. We are not islands, we shelter in storms and play in the sun, we crave contact, seek acceptance, adopt cultures often without regard - we are in fact significantly more at the whim of the tides of our environment than we care to admit. And therein lies a window to our health problems that is often underestimated and overlooked by a fraternity that at its core pursues research and inquiry on the basis that we are islands and the seas that lash our shores and winds that buffet our outcrops matter not. Imagine the uproar if I was to suggest we were obese or ill because our parents have made us so, our governments have been paid to do so, and the battle of the marketing minds is, and has been since the sixties, lost to those with profit aims rather than aims that develop the health of their countrymen. Imagine if I was to say it's our belief that we are in fact responsible, independent individuals that has actually enabled an anti-health environment to develop. That one simple belief that we are islands has allowed us to ignore the seas and breeze long enough that now we find ourselves collectively surrounded by all the things that are bad for us. That we have been trained to love what is bad for us. That we have been conditioned to covet the commodities that build wealth within existing power bases rather than encourage fulfilment through family, friendship, physical and spirtual development. We have gone from apples to donuts in less than 100 years with a mix of reckless abandon and delight? The sweet dough, cloud-like texture, the multi-coloured sprinkles on a sticky deep chocolate coating, the instantaneous dissolution of substance with the briefest flash of satiety leaving us wanting more. We now swell with abundance and pay for our generational melancholy. What will it take to shift all of this?

There is a race on.  Will we manage to eliminate ourselves through our outputs polluting the rock we are lucky enough to live on, or will we eat and sit ourselves into mass disease.  My money is on that latter - despite all our efforts to sustain life (successful as they are) we seem more hell bent on ending it all by way of malaise.  We are fiercely attached to a belief that each of us is able and willing on a moment by moment basis to always choose the apple over the donut.  Because of this we refuse to back significant, sweeping, assertive and unwavering mass changes to policy affecting taxes, marketing and food production, with a mix of punishment and reward that will clean up our living environment.  So we lay dormant, passive, islands, constantly buffeted by the buffet most recently conjured up in a lab that is the cornerstone of modern food consumerism.

My research in practise (no not standardised, randomised, double blind trials referenced to all and sundry who would condition my research topic to an 'acceptable' hypothesis and then allow it on the basis of scientific rigour to be adopted into a publication which by it's mere history allows the isolated finding to become undisputed fact - another brick in the tower of tripe that to date hasn't worked), my collection of the odd experiential piece of knowledge followed by some critical thinking dessert leads me frequently to one conclusion.  Those of us with weight problems (and health problems if you would like to include an even larger cohort) suffer more in this environment, have a higher dependency than others on food (beyond its consumption as a fuel), and have been more poorly conditioned to cope.  Fundamentally, we 'chose' the donut over the apple almost every time unless, on a given Monday, we have gathered all our 'independent fortitude' and decided to eat only apples from now on.  Tuesday's forecast by the way is for wind, rain and multi-coloured sprinkles.

I often see and take part in discussions on nutrition.  And, invariably, those discussions spin from the issues of the overweight to informational issues.  That is, we start talking about 'what' an overweight person is, then the 'why' becomes centred very quickly on either poor information, mis-information, not enough facts to act on (more research required please on the Vitamin C content of the rind of an orange grown on the south side of the western most hills in the tropical north when al Niño is present) or low and behold - a lack of will power.  I actually prefer the 'lack of will power' chat over the others as, again in my experience, knowing what to do is very very far away from actually doing it anyway.  Our challenge is not one of information (and if it was, yeha, easy - let's educate the problem away), but one of behaviour - and when you talk behaviour you then get into a very difficult arena where most scientists are happy to strip off their white coat and promptly head home for a red wine, venison and of course some greens.  Leaving us.  The practitioners, the heathens of the academic world, the people who prove if that fact is indeed robust or not - that is, if it contributes in some meaningful way to helping someone in their efforts to live well.  Being left in a galaxy far far away from facts we must then proceed with the unravelling, in partnership with a client through mere consultation, the lifetime of conditioning that brings them to eat the donut.  We then proceed to fearlessly explore that galaxy of personal facts defining the challenges in environment, thinking and conditioning in order to support the client to establish and maintain an apple eating regimen that will eventually improve and likely save their lives.

Ours is not an easy job.  To 'shift' all this we must, in lieu of quantum societal change, help one person at a time realise they are not an island.  Help them define and explore how they are connected to their world.  Help them cut loose from the ties that bind them to the things that hurt them and avoid the weather that brings that folly to their doorstep.  We work tirelessly to align their health with their expectations in circumstances often of pain and at times disillusionment.  We continue to work amongst the rubble of islands because that is still how most of us are encouraged to think.

This week, take one of your clients who struggles with their weight.  Put a donut in one hand (even better if it's warm) and an apple in the other.  Ask your client which they think they SHOULD eat?  Ask your client which they WANT to eat?  Realise in order to help you will need to know more about behaviour than you ever will about food.  Then partner your client in an investigation of their environment and discuss the good and the unfortunate with them until through the storm the dawn begins to come. 

The chains of habit are too weak to be felt, until they are too strong to be broken.  Most of us are looking to break chains not understand metal.  Good luck and thanks for being a practitioner in today's challenging world.  I hope one day we will, as aware and sometimes weary practitioners, seek out training more often in the skills of counselling and behaviour modification so that we can help clients practise loving what is good for them.

 

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Comments (5)

Sally Easton Dec 10, 2009 11:35 AM
A very dear friend of mine wanted to better understand her relationship with food and was introduced to the concept of ‘love language’. She was mad about cooking and going over to her house for dinner was always a real treat because you knew you were in for a banquet meal. She always had ‘fancies’ for when you turned up unannounced and as a consequence she spent her days either baking or eating or both! It turns out that this is how she has learnt to express her emotions and how she communicates affection. By her presenting yummy food in large quantities is her way of saying she loves you a lot. By you eating it all and feeling really full is her way of knowing that you love her back. Leaving food on your plate is a form of rejection and makes her sad. I suppose it would be like going to give your most bestest, specialest, loveliest person in the world a big, heart felt cuddle and them pushing you off. Not a nice feeling at all. By cooking heaps and eating everything, she gives and receives love.

It’s no wonder then that she’s battled for decades with her weight and why ‘going to the gym’ doesn’t work for her. She didn’t need to exercise more or even eat less. She firstly had to understand how she was communicating her emotions and find an alternative language.

I agree entirely, Steve. The wind, the rain, the tripe towers covered in sprinkles - it’s complicated. You read the energy in energy out mantra everywhere, but rarely is it actually that, but mostly it is treated as such. No wonder progress is slow.
Nadia Buxeda Dec 11, 2009 12:49 PM
I know someone who had been massivly overweight for 25 years. They had tried exercise, they had tried diets they had tried berating themselves. They had even tried understanding the emotional stuff heir eating issues. They had plenty of 'information' (not all of it correct) but it wasn't till they were ready that the weight dropped off. For this person the trigger was the break up of a relationship. After 25 years of battling with obesity this person dropped 50kg in a year with no help from anyone! They didn't learn anything new they were just finally ready and whatever had been stopping them changed. This showed me once and for all how much more there is to weight loss than calorie counting and reading nutrition labels. It doesn't tell me how to help everyone but it does help me understand that weight is a tricky issue and cannot be solved by telling someone what to eat
Daniel Speirs Jan 21, 2010 10:33 AM
Is a dietary intake high in fat and sugar any less dangerous to those who consume it than smoking or drink-driving? Are the consequences on society of a fast food culture any less dire than the consequences of smoking, drink driving and alcohol abuse? I think not, a poor diet is the number one killer in the western world and causes the greatest strain on the health budget which we all fund as taxpayers. Maybe the malaise and other factors that Steven talks about will result in us sitting and eating ourselves into mass disease (although considering diabetes and obesity rates you could argue that that has already happened and is worsening by the day) before it’s too late to act, or we can all accept that the time has come for more focused action, rather than debating the merits of various diets or pursuing research for the sake of intellectual vanity. I don’t believe that the challenge is more behavioural than informational however, to me it’s a combination of both, as information/education helps to shape behaviour, but unfortunately the quality and type of information the public is exposed to in large supports an anti-health fast food culture, or confuses the masses with an overwhelming quantity of irrelevant, contradictive tripe.

Consider smoking - no longer can any tobacco products be advertised through any media, if you want to smoke in public you must do so outdoors and if you still want or need to smoke you're heavily taxed for the privilege. Smoking is an addiction, its hard to quit, quitting requires a heck of a lot of support and behavioural adaptations, but it is now much harder to start smoking and smokers have gone from being 'cool' to being considered people with unhealthy habits that need help fixing. The consequences of smoking are pictured graphically on every cigarette packet and media advertising is now anti-smoking, using amongst other tactics the consequences of ones smoking habit on loved ones as a means to help people quit - 'if not for yourself then at least for the ones you love'.

There’s no way a kid could take a packet of smokes to school and share them around, openly, but....sadly a kid can take mcdonalds/kfc/bk/fizzy/chocolates and sweets to school (or buy them at the school) and share them around and that is currently acceptable. Consider also the information and behavioural consequences now attached to drink driving, sure some idiots still do it but our road toll continues to drop, people are well educated on the consequences of a stupid action and the vast majority of us consider drink drivers 'bloody idiots' and choose not to travel with them, to take the keys off them if necessary, or socially ostracise them for their stupidity.

Would society be healthier if we took the same approach to fast food? If; mcdonalds, coke, bk, cadburys, kfc, etc were not allowed to advertise their product through any form of media including sponsorship? If every can of coke had to have a graphic image of a limb amputation due to diabetes on it? If a big mac cost $20.00 and a coke $10.00 due to a 'shit food' tax that helped to pay for the health consequences of consuming lots of it? If media advertising made the consequences of over consumption of fast food obvious to all, much like it currently does with smoking and drink driving? I believe society would be healthier if this was the case largely because the public would no longer be exposed to the sheer mass of PR that makes the over consumption of crap food so attractive and normal, and the sheer cost of highly taxed fast food would then make people think more about their purchases and act differently.

Make no bones about it, the fast food industry is nothing but misleading PR – seldom is the actual product advertised because the product is crap (‘kfc’ rebranded when they realised that being overtly known as kentucky ‘FRIED’ chicken might hurt their image and be bad for business), rather it relies on celebrity endorsements and associations (E.g. Athletes Sarah Ulmer & Hamish Carter, Nutritionist Jeni Pearce (all of whom should have known much better), sponsorships (kids sports teams, kids hospitals - seriously how sick is that! Why is 'ronald mcdonald house' acceptable - is it really any different to 'winfield house' for kids?), emotive advertising and outlets with such things as kids playgrounds in them for the sole purpose of having more people feeling good about consuming more of their product more often and upsizing at every opportunity. There’s nothing wrong with a profit motive…as long as the means of achieving that profit helps people rather than harms them, this is not the case with fast food – it helps no-one, and harms many.

Every now and then I think the state needs to intervene when it’s obvious that the masses aren't going to work things out for themselves, and in regard to diet I believe that time is now due. To me mcdonalds and coke are no different to rothmans, pall mall or winfield and deserve to be treated the same way. I was very sad to see an initiative of the previous govt to ban unhealthy food from school canteens being revoked by the current govt. We get to comment on such political failings every three years though. But rather than relying on the state there are numerous things we can do to help change people’s behaviour.

Take the king geezer himself Jamie Oliver and his recent programmes on school dinners and ‘pass it on’ which looked at ways of altering consumption. In one example he presented a group of school kids with a choice of some chicken nuggets from a fast food chain and some drumsticks he’d cooked up with a nice looking tomato sauce. The kids chose the nuggets. He then showed them how the nuggets were made – throwing chicken skin, gristle offal, gelatine, colour and flavourings into a blender to produce pink goo which he then rolled in breadcrumbs and fried. He then presented the kids with the same choice again. With the awareness of what the nuggets actually contained the kids then chose his home cooked drumsticks and regarded the nuggets with due repulsion. With his ‘pass it on’ concept he mixed education (largely making the consequences of a diet high in fast food obvious and unpleasant – including the partial dissection of an extremely obese cadaver to show the extra load masses of fat place on the internal organs), addressed barriers to changing consumption habits (perceived cost, lack of skills in shopping, food preparation etc) and supported a small group of people from having poor diets through to having great diets and the ability to cook simple nutritious meals. His requirement for that small group was that they passed on their new skills to at least 4 others and for these four others to in turn ‘pass it on to 4 more’. There was plenty of evidence to show that this worked with the appropriate patience, support and reinforcement.

Should we really need to rely on a celebrity chef to tackle this issue though? What are we in the health and wellbeing industries doing in comparison? I venture that the health and well-being industries (fitness workers, nutritionists, MoH, sports coordinators etc) could do much more. The first step to behaviour change is creating awareness that a problem exists and there is a necessity to change. Do the folks who show their love by overfeeding their friends and families, by ‘treating’ themselves and others to an upsized meal at mcdonalds have any awareness of the consequences of such actions when repeated time and again? I venture that once the ‘blinkers’ are removed people would be much more receptive to change, but with loved ones it’s probably best to do this diplomatically. It’s at this stage that I think information/education is important, to counteract the PR people are exposed to en mass from the shit food giants and inform of healthy alternatives. From this point on it’s all about guiding and supporting behaviour change rather than providing information. If we embrace the Jamie Oliver concept we can make a huge difference by helping our friends, families and clients to fill their specific skill and or knowledge gaps and ‘pass it on’. We are in the business of behaviour change after all.
Steven Gourley Jan 28, 2010 09:17 AM
Information is actually part of behaviour really. In a cognitive behavioural model we think therefore we are. So behaviour is that interpretation of internal, external cues and information - it is the perception. Trouble is, in today's world we take less time to 'think' and thoughts are primed by marketing as much as 'information'. Marketing discovered psychology very early - the linking of babes and dudes with chocolate and fries started as soon as the fat was set. There is also the case that 'under pressure we revert to form'. Essentially whatever we've linked most strongly with circumstance becomes our default so when we 'drink a few too many' McDs seems perfectly reasonable (even for you Dan with your penchant for logic). Remove the higher centres of the brain through alcohol, aggressive patterning or stress and booya, you're back to your default. I agree with an approach that makes patterning harder (limiting marketing, access, providing easy alternatives), I'd love to think we could all slow down a bit (great coming from me!), but information alone - even great information - has little affect plus the scale alone of good information vs misleading is proposterous. Right now though the idea that a well informed character in this mileu will chart a course for food angeldom is a lotto ticket. We know it's not right to speed. There is no mis-information there. But most of us do / have / will again. Because we are 'situational' beings - I must make that meeting, lots to do today, I just like the feeling of fast - we speed.
In order for our 'obesogenic environment' to get a clean up we need to provide better alternatives not just limit the marketing reach and access to unhealthy foods. Not just inform the masses of exactly the right thing to do. We need to make the right thing easier, more convenient, more enjoyable to do that the wrong thing. We need playgrounds where you can pick up a picnic for the kids from a kiosk, set it down and eat lots of yummy, healthy food. The day you give me that option I'll stop taking the kids to McDs once a week for the playground and the nuggets. I think Jamie Oliver's kids are eating nuggets again today, because no one was offering them chicken drumsticks at the cafeteria immediately after grossing them out. And once you have a taste for nitrate stodge it takes a number of things to make a change stick.
I spent some time working in a small goods (sausages, bacon, luncheon) factory. I was 'hands on' with everything from 10 gallon tubs of fat additive through to hanging the frankfurters (they smell lovely by the way - just don't eat them!). So, I have had information and immersion sufficient to stop me eating sausages, nuggets and generally any compressed processed small goods. But I still eat them anyway. I eat them when they are in the fridge and I need a quick meal for my family (three under 5 and their sub-ordinates). Yes, we have broccoli, potatoe and carrots with them, but we do eat them. I eat them as left overs when I'm shattered and haven't had lunch and get to the fridge at 2pm ravenous. If the 'informational' argument is put in it's true light you need to consider how often, despite good information, poor behaviour occurs. I'm very well informed not very well behaved. To be better day to day I need better (read easier) options readily available. I think there are many who bounce into this category with me.
Steven Gourley Jun 05, 2010 01:16 PM
I'm popping this link up so you can see a little more around how environment / situations / power works as cues. If you don't use TED now, by golly you should - I spend an hour or so a week feeding the best thinking in and you are getting the best coaches, researchers, mentors all in one place at TED. Here's the sample looking at systemic and situational power http://www.ted.com/[…]/philip_zimbardo_on_the_psychology_of_evil.html

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