Sugary beverages

We all know sugar is harmful. Theoretically it should be our choice to use it or not. Whereas there’s plenty of hidden sugar in so many beverages, we can’t avoid it. You might think you can /should avoid those beverages, so where is the problem? The problem is that we’ve been so tricked for so long that now sadly so many people consider it normal to drink a soda (with plenty of sugar in it). Let me clarify: people are aware of the presence of plenty of sugar, they just don’t care, considering it acceptable. Which is not, by all means.

Advertising agencies are really good at their job. But it’s not their fault: soda industries are behind them, lobbying politicians as usual (see my post “Electoral promises”). Paying absurd amount of money to make people desire their products, to block unfavourable legislation, influence policy, ultimately ruining our own health. Afterwards, it’s “just” called brilliant marketing.

And I am not comfortable with it. Even though its consumption is declining in richer areas where people are more and more worried about their health, it’s increasing in poorer countries like Latin America. The industry knows it (someone is already saying it’s winning the battle, but losing the war, because sooner or later everybody will realize the hidden danger) and consequently also perfectly knows where to place the right kind of advertisement. They know that educated, wealthier people don’t drink harmful sodas. Statistically: Hispanics and Africans drink more than whites and Asians. With everything else in between (more cans, less cans, etc.) They know everything. They know where to sell it, how to sell it.

Why are we buying it? Are we all stupid? Of course not. But we’re all emotional, we’re all human beings. And they take advantage of it. Meaning: soda companies have never advertised their products but a “somewhat” emotional “something” else, with attached the soda to it. At a more or less subliminal, so pervasive level, that you don’t notice it. We think we know, we think we consciously accept the product because we see the brand, but they know better how to subtly sneak in.

The smartest move had been giving it away for free to all soldiers during World War II. This is ONE example, but those were different times: less money around and less drinking. Nowadays there are diabetes and obesity. These companies perfectly knows, have all the data, and act to limit damages denying the evidence. Like tobacco companies or chemical ones (see my post “A contaminated world”).

We’re all adults, presumably smart, we can / should take duly notice. You know what’s pissing me off instead? Targeting children. To the point they’ve been forbidden to advertise on children’s television under the age of 12. As if “that” could work…please! Look at the toys around you. And when they’ll be teenagers, they’re going to be SO doomed: no more limits whatsoever. Gosh, they’re good at their job! They deflect attention from the product itself, but propose it in many other ways. Funding organizations, even (paradoxically) health organizations, recommending it for hydration after exercise (?!), buying silence from all of them. Nothing to be surprised of, if you think about it. Falsity, deception, lobbying, double standards, double behaving, bribery, betrayal of our health: THAT is their real job, not selling sugary beverages.

We have to buy food to eat, to live. We don’t really need sodas to drink. Awareness is the key. Spread it.

….Always humble,

Angiolino