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Editor’s note: Adam Rees is founder of Grit Gym, a gym based on results, creating a culture and lifestyle of performance, strength, health and freedom.
There’s a war on sugar these days.
Even a book called "Soda Politics" takes a stance that big soda businesses are preying on children and economically poor people, labeling them as victims of drug abuse (in the form of sugar) similar to how we now view tobacco.
It’s pretty clear a bad guy is being created and it’s the soda business. Doing this has given all the power to big soda biz and stripped the poor and children by labeling them the victim.
That’s a very poor lesson.
Marketers and businesses don’t have that much influence or power. They go where they can sell stuff. They don’t go somewhere and see if they can change your mind. It’d be too much work.
The fact there are fast food chains proves people buy it. It’s the same with soda. There is a market. If you refuse to buy fast food, there will be no more fast food.
These activists writing these books are simply marketing to a target audience they know will likely buy the book. Soda businesses do the same. Apparently children and poor people are more likely to buy soda. Point is, the masses drive the market, not the marketers. Activists will buy the activists' book. People who buy the most soda will see more soda ads.
But the idea marketing has enough influence to be the cause of the obesity and health issues is giving marketers far too much credit. Marketers follow the market, which is established by the masses — not the other way around.
If you don’t want an item on a shelf in a store, don’t buy it. Businesses will adjust to give you what you want. Business either evolves or it dies, but our dollars decide where it goes.
The only victims in this scenario are their own perpetrators. They created the lie and now they’re living it.
That’s how powerful you are to the economy, to business or, dare I say that word everyone seems so scared of, capitalism. It changes to accommodate you and us. It doesn’t attempt to change your mind. Believe me, I’ve been in business almost six years now and I’m still too stubborn and stupid to stop trying to influence people to put more value on their health. I could make more money and have much easier days if I just put out content that appeals to people who already are in great shape. However, my mission keeps me pushing for the world to challenge the way they take care of their body and mind.
The point here is you are the power, you are the influencers. You buy the products and you drive the markets. You can act on this by voting with your dollars for what you’d like to see more — and less of — in the world.
• Contact Adam Rees at Adam@GritGym.com