An image from the new calorie-visualising app, Calorific
There is something peculiarly modern about the obesity crisis, which, according to the McKinsey Global Institute, has reached new proportions. The consultancy recently released a report stating nearly 30% of the world’s population is technically obese. Leaving aside the inequality issue (one in eight are chronically undernourished), this is a problem for society because of the costs associated with the health implications of being overweight, and the impact on the general wellbeing of the individuals concerned. It seems a bizarre and ridiculous state to be in: when the cause of the problem is seemingly so clear – people eating more than they need – why is it so difficult to find a solution?
Part of the reason this crisis of consumption is so hard to solve is systemic – it’s all bound up in the dominant economic model, where production and consumption is the organising principle of almost everything in modern life. Obesity is one unfortunate result of urging corporations and people to produce and consume more and more in order to drive the economy – and now it’s gotten out of control.
The McKinsey report lists a number of tested interventions and their efficacy. Only a couple of these, and they are not the most successful, are based on education. Mostly governments are now considering measures which involve controlling supply in some way – limiting portion sizes, changing the makeup of food, restricting access to bad things. It seems that simply trying to help people make informed decisions, and have an appropriate relationship to food, is something we have given up on in favour of a more paternalistic approach. However none of these interventions have particularly staggering success rates.
It’s interesting to see though, that the problems associated with production and consumption are becoming an increasingly popular subject among designers.
Designers are clearly implicated in the production/ consumption merri-go-round. In fact they are the grease that keeps the whole thing spinning, and have been richly rewarded for doing so. The tide does seem to be turning, however. I suspect that those once lauded as great visionaries, talented manipulators of desire, will soon be viewed less favourably – for complying with business demands for planned obsolescence, and persuading us all to keeping buying lovely new things. There has long been an element in the design community protesting against this kind of work (Papanek, Fry et al), but it’s interesting to see it becoming increasingly an mainstream concern – as noted in a previous blog on the socially-motivated projects emerging from the RCA’s new Service Design MA, and as has been manifested through much of the RSA’s design work in recent years (such as The Great Recovery and Student Design Awards).
Here are a few more interesting design responses to the problem of rampant consumption:
– Disclosed helps you understand the values that are embedded in the things you buy, and tailor your consumption according to things you care about.
– Calorific helps visualise the energy content of what we eat.
– Silo is a reimagining of the restaurant on zero-waste grounds – without compromising the quality of the food. Founder Douglas McMaster makes an excellent point in this article about the inverse relationship between choice and quality when it comes to restaurant menus.
– Emotionally Durable Design is the brainchild of Brighton University’s Jonathan Chapman, who explores ways design can persuade us to hang on to our stuff rather than discard it.
– And The Ocean Cleanup works at the other end of the chain, trying to mitigate the environmental impacts of disposability and reckless and prolific consumption.
These projects are little moments of resistance, and attempts to politicise and problematise consumption – which is ultimately what needs to happen. Because the truth is, as much as governments are now trying to find ways to counter the disastrous externalities of consumer culture, it also suits governments and private enterprise to keep populations consuming. Not only to create an impression of a thriving economy, but to keep the peace: expressing our agency and individuality through buying and consuming is altogether less troublesome for those in charge than demanding more political or democratic power.
There’s a great piece of graffiti on the back of a Stoke Newington pub toilet door that says something to the effect of, ‘teach us to think, not to consume’. A nice sentiment, if a bit self-righteous. But in reality we are asked to do both at the same time. Mindlessly consume for the sake of the economy – but stop mindlessly consuming for the sake of… everything else. Which is probably why the symptoms – such as obesity – will continue to resist treatment.