Research Related to Obesity In Europe

Introduction

Obesity is a condition, whereby the individual increases by a high percentage the amount of fats in the body (Blackstone, 2016). Individuals suffering from this condition experience a huge negative effect on the quality of life that they may be able to lead, and more alarmingly, the condition in most cases leads to medical and social problems. Heart diseases, type 2 diabetes, and cancer are some forms of illnesses that may develop from obesity (Blackstone, 2016).

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It is a well-known fact, that obesity is a pressing issue in the Europe. Statistics provided by the Eurostat, suggest that the obesity problem in Europe is increasing (Eurostat, 2014). It’s estimated that 51.6% of European nationals, over eighteen years of age, were suffering from this condition up to 2014. Furthermore, Eurostat also found out that the prevalence of obesity among children is also increasing (Eurostat, 2014).

Obesity can have a serious effect on the individual, however, it also poses a huge challenge to society. This is because, a huge amount of public finances need to be directed towards fighting and preventing obesity, and medical issues related to the condition (WHO, 2007). It puts a huge strain on the public healthcare and public funds in Europe. Although the cases of obesity may rest within biological and genetic causes, one must keep in mind that, the dynamic shifts in social values, has also lead to an increase in the obesity rates in Europe.

Environmental, behavioural and cultural forces are also prime contributors of such a condition in European countries. Its therefore, imperative that education is provided, in order to diminish the risk of being diagnosed with such a condition. Social change and strong commitment from the public and the state are pivotal. Currently, there are no clear cut medical products that totally cures individuals from such a condition. Prevention rather than cure, is the way forward (WHO, 2007).

This Foresight exercise, is hereby necessary in order to come up with possible solutions, to decrease the percentage of those diagnosed by such a condition in European countries by 2030. The rate of individuals suffering from obesity, has been riding during the last thirty years, hence, at least ten years need to pass, in order to see the results of the solutions proposed by this foresight exercise. In doing so, a triangulation method, together with a PEST analysis shall be used. In an exploratory method, we shall try to build three desirable scenarios, by using a different method in each scenario. The three scenarios shall focus on decreasing obesity rates, by the use of education on behavioural choices and targeting health inequalities in society, technology and social marketing, respectively. In the end, a normative desirable future shall be built up, after taking the best options from each scenario.

Pest Analysis

Political – price increase on healthy foods, leadership incentives, education, promotion of physical activity (WHO, 2007).

Economical – availability of resources, monetary incentives, financing health promoting campaigns (WHO, 2007).

Social – individuals working together to raise awareness and actively push people to make better life choices. A bottom-up approach. Social inequalities. Unhealthy lifestyle linked to human behavior (Loring & Robertson, 2014).

Technological – creation of health applications, target people which are mostly prone to falling in the obesity trap by using technology (Delopoulos, 2016).

Targeting Behavioural Choices And Social Health Inequalities

Human behaviour has the ability to shape the future of obesity. Physical activity and eating patterns are two human behaviours that have the highest cause and effect relationship with the obesity problem. Eating, is an activity formulated by the availability of food sources, and human willingness to eat. On the other hand, physical activity, is a behaviour which burns calorie intake. Much debate has been ongoing, on whether excessive eating patterns or lack of exercises, are the prime contributors to obesity. However, what is certain, is that a positive change in these two prime obesity contributors, has the ability to decrease the high percentage rates of obesity in Europe (Loring & Robertson, 2014).

A change in lifestyle, meant that physical activity has decreased in our society. A few changes that brought a trend towards less exercise include, the decrease of manual work, the use of cars to travel rather than walking, and children not allowed to play alone outside as they were before, because of parent over-protection (Brewis, 2011). Furthermore, society has developed a sedentary behaviour, whereby individuals fail to engage in physical activities, due to patterns of behaviour caused by different factors, such as watching television and lack of opportunity to do so, because of our modern fast paced lifestyle (Brewis, 2011).

To add to all of this, research into recent trends shows that many individuals today consume food which are high in sugar, such as soda drinks and fatty foods. This happens because these foods are cheaper and are easily purchased from practically everywhere. These unfit eating habits, compiled with lack of physical exercise, are prime behavioural contributors of the rising obesity rates in Europe (Brewis, 2011).

Social psychological research, has shown us that what determines individuals to eat healthy is a complex process. The majority of individuals, know that eating fatty foods and not exercising leads to health problems. However, they find it comforting to eat unhealthy foods, and yet they don’t find enough time to exercise. Therefore, to tackle the root of the problem we must not only educate on an individual level only, but we must do so within larger social and cultural levels (Brewis, 2011). For example, organisations have a huge role to play in fighting the obesity problem, since making available, vending machines with unhealthy foods in workplaces, may encourage a wrong cultural behaviour in eating habits.

Looking ahead, we can note that these problems need to be tackled. Key stakeholders need to embark on community-based strategies to change deficient cultural and social behavioural trends which lead to obesity. Organisations, need to embark on programmes, by which employees are given incentives to engage in physical activities. Furthermore, educational master classes organised by public or state run organisations on healthy eating need to be launched more regularly (WHO, 2007). Health insurances can provide social motivation by launching incentives to individuals that maintain a healthy body mass index. Rather, than just providing huge information campaigns, we must address the problem by creating a synergy between information and incentives to change behavioural eating problems in society. Leadership influence here is key.

Social health inequalities, on the other hand are also factors, which are contributing to the rising obesity rates in Europe. The lower the socio-economic status of an individual, the higher are the chances of that individual falling in the obesity trap. The majority of deaths, and health complications issues within the lower socio-economic groups in society are directly linked to obesity. These patterns signal health related inequalities between different social classes. Meanwhile, the economic status of the parents, directly affects the rates of obesity of their children (Loring & Robertson, 2014). Women and children coming from low socio-economic classes in Europe are in the greatest risk of suffering from obesity. Data provided by WHO, suggests that 50% of obesity rates in women, and 26% of obesity rates in males in Europe are directly related to low level education (WHO, 2014). Lower levels of education, are patterns normally found within lower socio-economic groups. Furthermore, these classes in society are more prone to leading unhealthy lifestyles (Loring & Robertson, 2014).

It is clear, that if much of the education, benefits and targeting is focused mainly towards higher classes in society only, than the obesity problem within the lower classes will significantly be on the rise. This will therefore, mean that the obesity rates in Europe will eventually summit. Reducing health inequalities is therefore key, for reducing obesity rates in Europe. It is pivotal, that education on healthy nutrition and physical exercise is provided to these individuals. Also, public policies, financial and medical aid should be targeted by the state towards these lower social classes in the European societies (Pomerleau et.al, 2007).

Fighting Obesity By The Use Of Technology

An effort to reduce obesity by using technology is already in place. Back in 2014, a Swedish school had been using pedometers to weigh children’s lunches and effectively counting their calorie intake. A phone app was also used to help in this regard. These actions were done to reduce obesity rates and provide statistics to researchers through technology (Delopoulos, 2016). These actions fostered the creation of the Splendid Project. This project focuses entirely on fighting obesity through technology and was used back in 2016 by the students of the Internationella Engelska Gymnasiet in Stockholm. A technological chewing sensor which was a prototype at the time, allowed the researchers to have a hands off experience and still be able to gain the data they needed, in order to tackle obesity problems. The same researchers were working on electronic algorithms to further help the students partaking (Napolitano, 2013).

Professor Anastasios Delopoulos in an interview about this project, expressed his desire to update the project and infuse advanced technological advantages each time possible. This in turn would allow researchers to get better results as well as market these technological techniques to a much larger audience such as the everyday person. Unfortunately, the Splendid project seems to have gone dark as their site and researchers have not been heard from since the 30th of August 2016. As the results had shown, it was a step in the right direction, and hence, it would make sense that these types of technological techniques are used again to tackle obesity in Europe (Napolitano, 2013).

The use of virtual reality gear helps individuals become more active while playing, however its hefty price tag makes it unpopular with consumers (Thomas, JG et al 2015). Nintendo tried to do something similar in the past with the WII console. This console’s main aim was to help people engage in physical activity while playing. The downside of the WII was that there weren’t many games that made use of the movement features and thus it became more of a mainstream console (Hwang et.al, 2010).

During a study held within George Washington University School of Public Health and Health Services it was found that women that played video games by the use of virtual reality had in fact lost weight after 4 weeks. It was just under 4 pounds but it was a move in the right direction. Virtual reality helped these females engage in physical activity while playing, and hence, this helped reduce obesity (Fukuoka, Y et al 2001). The reason why virtual reality is allowing individuals to lose weight is because it is now allowing the person to use kinetic gaming. These kind of games promote activity while gaming. The simulation of playing a real sport is able to keep them moving and it is still entertaining. (Sullivan, DK et al 2013)

A study found that the energy expenditure increased by 68% when activity-promoting videos games were played. Statistics showed that people had in fact lost weight (Lanningham-Foster, et.al 2006).

One can note, that mobile phones have today deeply penetrated our society. Hence, these technological devices could provide the perfect platform, by which one could reach out easily to individuals in society, and help them engage in more physical activity and reduce obesity. This could be done by the use of mobile applications. These health applications, could help educate individuals, and furthermore, they could also be used as a tool by which people measure their daily calorie intake in an easy way. A scientific research study found out, that health mobile applications, launched with the aim to reduce obesity, have the potential to significantly reduce weight problems, since they offer a personalized guidance to the individual (Flores et.al, 2015).

Reducing Obesity By The Use Of Social Marketing

Social marketing, can be a very effective means, by which one can create societal awareness and foster a cultural change. In this foresight exercise, we found out that social marketing is a very effective tool, and a community centred approach that can help bring about a behavioural change in societies, and thus it also presents itself as a novel tool, which will help us battle out the rising effects of obesity in Europe (Gracia, 2012).

According to Kotler, social marketing is “the design, implementation, and control of programs seeking to increase the acceptability of a social idea or practice in a target group.” (Kotler P, 1971) This form of marketing uses the standard 4 P’s system - product, price, place and promotion - however, it also considers an additional ‘P’ for people. The social marketing campaigns in question are aimed at altering and effectively amending the lifestyles and habitual traits of EU citizens in order to reduce the chances of obesity amongst people within the European Union by 2030.

The main priority of these campaigns is to prevent obesity by changing social patterns, since it is easier and more effective to tackle the “issue” of being obese before it develops rather than attempting to mitigate it at a later stage, thus focusing on educating people at childhood levels (Growth, Exercise, Nutrition, and Development (GENUD) Research Group, 2012). EPODE is a social marketing campaign in France that stands for: ‘Ensemble Prévenons l'ObésitéDes Enfants’ (EPODE, Together Let's Prevent Childhood Obesity). With an increasingly growing group of participants, it is an efficient, overseen method that promotes and sustains techniques that help prevent the increasing rates of obesity within specific age groups, mostly targeting children and young adolescents. (EEN Study Group, 2012)

Although it took an average of 8 years for any results to show from one generation to another, there was in fact a clear difference in weight. (EEN Study Group, 2012) This shows that although social marketing may be a longer process then other methods, it is highly effective and helps children alter any habitual traits that lead them to an unhealthy weight and leads towards a better quality of life. This is an overall effective method as it was proven to be successful across all socioeconomic levels, meaning that social class had little effect on the outcome.

This was achievable by the inclusion and persistence of various stakeholders throughout the campaign, starting off with the government, NGOs, health groups, private partners, teachers, families, and various other local communities. (EEN Study Group, 2012). As it was a community effort, it managed to reach all levels of social group, bringing forward a better lifestyle, greater education, and effectively reducing the levels of obesity, in a slow but successful manner (EEN Study Group, 2012).

Based on the findings and success of the EPODE Campaign, one can conclude that social marketing is an effective means of preventing obesity and overweight, through education and the promotion of healthier eating habits and exercise to younger generations.

Key Drivers For Change And Moving Towards A Desired Future

First off, the motivation to choose these scenarios, were many. Behavioural choices, and the societal shape are key factors that need to be addressed in order to tackle the problem on a macro scale. On the other hand, using technology, is a way by which the problem could be tackled on a micro, more individualized manner. Furthermore, social marketing is a novel way in which we could break the trend and focus on a new way of trying to incorporate a change in lifestyle, and thus reducing obesity among European citizens by 2030.

As noted in the first scenario, the fight against obesity needs to be tackled from different angles and from different stakeholders in society. In conclusion one can note, that this scenario earmarked three key drivers for change, in order to reduce the obesity problems in Europe by 2030. These are, education and information to change unhealthy behavioural choices, Leadership incentives from organizations and the state, to try and motivate individuals to make healthier lifestyle choices, and change a societal culture of unhealthy eating. Finally, the societal shape should also be noted, because obesity prevalence is higher in the lower social classes in society, and therefore, more social policies and benefits should be given to these individuals to help them reduce the risk of falling in the obesity trap. It is pivotal that private and public partnerships are formed in order to work on these key drivers for change and reduce the obesity problem in Europe by 2030.

The second scenario, focused on the way new technology, and technological devices could be used to tackle the obesity problem in the European society. The key drivers for change, that came out of this scenario include, the use of mobile applications and technological devices that monitor calorie intakes. These techniques would target the problem on an individual level. Furthermore, incorporating virtual reality in video games for more exercise, was also identified as a key driver for change, since this technique would also help individuals regularly exercise. These methods, will also help provide easier feedback and measurement systems.

The third scenario, was based on the use of social marketing, to help reduce obesity problems. The EPODE methodology, as identified by the FLVS (Fleurbaix Laventie Ville Sante), study helped us identify two key drivers for change, by the use of this method. These include, political involvement at central and local levels and the availability of resources to fund all services and organisations involved in campaigning for a more, healthy and less obese society (EEN Study Group, 2012). Furthermore, social marketing, in the EPODE programme, provides proof that this technique is able to reach out to different age-groups in society.

In conclusion, these three different scenarios, provided us with a glimpse into what techniques could be used in the future, in order to reduce obesity, and create a healthier European society.

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