Food Influencing

From avocado toast to whipped coffee, social media has popularized an endless amount of food trends ranging from extremely unhealthy to actually healthy and full of nutrients. The rise of “food influencers” has altered the way we view food whether that be a new creative recipe you would have never thought of or learning about the impact our dietary choices can have on our health. Social media is a double-edged sword; on one hand, it is an essential tool in educating others about dietary and lifestyle choices necessary for the best health outcome, but on the other hand, beware of large food and beverage corporations’ schemes in grabbing your attention for their own benefit.  

The impact of social media/food influencing on younger generations

Young people are exposed to some kind of food marketing 30-190 times every week [1], out of these advertisements, the majority were for unhealthy items. One study found that between 65-80% of food and beverage ads are for unhealthy products.[2] Unhealthy foods are classified as less nutrient-dense, contain less fiber, high in sugar, fat, sodium, and calories. [3] 

Examples of unhealthy products:

A typical meal at McDonald’s (Big Mac, medium fries, and a large coke) breaks down into 1200 calories, 49g of total fat (64% of the daily recommended value), 1390 mg of sodium (60% of daily recommended value), 84g of added sugars (167% of daily recommended value), and 86g of total sugars.[4] The daily recommended values are calculated based on a 2,000 calorie diet, meaning after this meal you would only have 800 calories left to consume for the day. 

A grande caramel macchiato from Starbucks (the most commonly ordered item!) contains 250 calories, 7g of total fat, 150mg of sodium (7% of daily value), and 34g of sugars (added sugars and % daily value not listed on website). If you add a chocolate cake pop to that order, you will consume 150 more calories, 8 more grams of total fat (25% of daily value), 60 mg of more sodium (3% of daily value), and 16 g of more sugars (added sugars and % daily value not listed on website).[5] Although daily recommended value for sugars was not listed, the World Health Organization (WHO) recommends consuming less than 6 and no more than 12 teaspoons (25-50g) of sugar per day for a healthy individual following a 2,000 calorie diet.[6] This order from Starbucks puts you right at 50g, already over the recommended amount. 

These products are contributing to high rates of obesity, diabetes, and other chronic conditions. 

Social media does not just impact our eating choices and physical health, but mental health and body image as well. Fad diets have been around for a long time but with social media it seems like a new fad diet comes out every day. Fad diets give unrealistic expectations, and can be dangerous when the diet eliminates an essential nutrient. It’s important to remember, there is no one-size-fits-all diet. Social media often gives contradictory tips and non-individualized advice which creates confusion and strong feelings of being overwhelmed.[7] There is not much regulation on any of the social media platforms, so learning how to navigate through all of the false media is a tool everyone should learn. An article from Harvard Library discussed managing misinformation online and listed helpful tips for spotting fake news. Considering the source, reading beyond the headlines, checking the author, and checking the date are all simple steps an individual can take to make their own personal judgment if an article is relevant or not.[8]

A study done in 2023 at the University of Rhode Island interviewed 100 college students studying general nutrition on their social media habits and how food, beverage, and lifestyle content affected them. The study found that 58% of the participants often recalled a nutrition themed post everyday. More than half of them compared their eating habits to an influencer they follow, 48% reported that they have added and subtracted specific foods in order to follow a diet from social media and that they have felt criticized about their food choices.[9] 

A systematic review of mixed studies published in 2021 showed that adolescents are more likely to share a post for unhealthy food, look at unhealthy ads for a longer period of time, and are able to recall more unhealthy food brands.[10] When a celebrity is part of these advertisements, the engagement rate is even higher and often perceived in a positive manner. Repeated exposure to these advertisements leads to higher willingness to try a product which can impact eating habits. The younger generation heavily relies on the internet to contemplate future purchases and general decisions because they are affected by influencer marketing.[11] When a young person was shown vloggers promoting unhealthy foods they consumed 26% more calories than those who were not exposed.[12]

Increased time on social media is linked with lower self esteem, body image, and increased risk of developing an eating disorder.[13]

Marketing strategies food companies use to trick consumers

Advertisers on social media platforms like TikTok, Instagram, Youtube, and X will target the age demographic that is online the most. Adolescents predominantly use YouTube, a 2022 survey revealed that an astonishing 95% of teens use the platform.[14]  Another reason advertisers will target younger people is because it builds brand loyalty and “locks” them in for life.[15]

Food and beverage companies used to purposefully run commercials when they knew a high number of children were watching tv.[16] Nowadays, these advertisers are shifting their focus more on online advertising instead of tv since many young people don’t watch a lot of tv anymore.[17]

To get kids’ attention, brands will often sell collectibles and cartoon mascots. Toys in the unhealthy cereal boxes, the toys that come with kids meals at fast food locations, or having a mascot with funny catchphrases and is brightly colored are all simple advertising strategies to target kids.  On social media, the brands act as a “friend” to the adolescent with interactive content, creating a parasocial relationship. The top 5 brands with the most followers across all platforms are Starbucks, Coca-Cola, McDonald’s, KFC, and Red Bull, all brands that serve unhealthy foods and beverages. 

As previously mentioned, adding a celebrity or familiar face to a product is associated with more likelihood to purchase that item. A study done by the University of Chicago between 2019-2020 revealed that almost 90% of celebrities’ advertisements about food and beverages were classified as unhealthy.[18] Alcohol was posted about the most compared to all other beverages. Snacks and sweets were posted about the most in the food category at 37.3%, the next highest category was vegetables at only 10.9%.[19] Adolescents are more likely to listen to a health message from an influencer or celebrity rather than an actual medical provider.[20] Oftentimes, the influencers who promote food and beverage products do not have a background in food and nutrition so they may not fully understand what they are promoting (whether it is good or bad) and are influencing impressionable young people. 

We are now seeing the rise of the “anti-diet” approach being promoted on social media. This approach is a way for the health crisis to be shifted away from the food industry, and allow food companies to profit off of the trend.[21] While shaming peoples’ food choices is wrong and spreading hate or misinformation won’t solve the health crisis, neither will the promotion of ultra-processed foods high in sugar and fat. It is not just food companies profiting off of this fad, influencers are being paid to promote unhealthy foods and stop weight loss efforts.[22] 

How to use social media in a positive way and advocating for change

Not all social media is bad, it can be used to bring communities together, provide access to educational information, and advocate for change. Some food influencers such as professional chefs will use their platforms for educational purposes and share their recipes with their followers.

One reliable account to follow is Mark Hyman, M.D. He is one of the leading physicians and advocates for the food as functional medicine movement. He has explained in countless interviews that food does not just prevent disease, but has the ability to reverse conditions as well.[23] Pharmaceuticals may only cover up symptoms without treating a disease, our bodies are complex ecosystems that require good nutritious foods to power our mental and physical health.[24] Dr. Hyman’s website has a variety of resources such as podcasts, short YouTube videos, articles, links to his products, and a plethora of recipes that cater to different dietary needs. 

Another reliable resource is the Gaples Institute, a nonprofit organization committed to educating people about the importance of nutrition and lifestyle habits that greatly impact our health and well-being. The executive director of Gaples Institute, Stephen Devries, MD stated that, “Taking the right medicine is critically important, but drugs alone can’t deliver optimal health.” [25] The website is divided into two different sections, one for health professionals, and one for the community. Medical schools do not usually cover the importance of nutrition so providers feel uncomfortable talking with their patients about using Food as Medicine because they simply do not know much on that matter. Gaples Institute provides the knowledge and confidence needed for health professionals to make well informed suggestions to their patients regarding nutrition and lifestyle changes. [26]   We can show our support on social media in a variety of ways, donating, signing petitions, or simply learning about a particular issue are all ways you can make a difference. 

References

1 Murphy, G., Corcoran, C., Tatlow-Golden, M., Boyland, E., & Rooney, B. (2020, March 25). See, like, share, remember: Adolescents’ responses to unhealthy-, healthy- and non-food advertising in social media. MDPI. https://www.mdpi.com/1660-4601/17/7/2181

2 Murphy, G., Corcoran, C., Tatlow-Golden, M., Boyland, E., & Rooney, B. (2020, March 25). See, like, share, remember: Adolescents’ responses to unhealthy-, healthy- and non-food advertising in social media. MDPI. https://www.mdpi.com/1660-4601/17/7/2181

3 Amritsr. (2020, July 21). How to differentiate between healthy and unhealthy foods? - AMRITSR. Amritsr. https://amritsruae.com/blog/healthy-and-unhealthy-foods/

4 McDonald’s Nutrition Calculator. McDonald’s. (n.d.). https://www.mcdonalds.com/us/en-us/about-our-food/nutrition-calculator.html

5 Starbucks®. Starbucks Coffee Company. (n.d.). https://www.starbucks.com/menu/food/bakery

6 World Health Organization. (2020, April 29). Healthy diet. World Health Organization. https://www.who.int/news-room/fact-sheets/detail/healthy-diet#

7 Filippone, L., Shankland, R., & Hallez, Q. (2022, November 25). The relationships between social media exposure, food craving, cognitive impulsivity and cognitive restraint - journal of eating disorders. BioMed Central. https://jeatdisord.biomedcentral.com/articles/10.1186/s40337-022-00698-4

8 Managing misinformation. Harvard University. (2023, June 16). https://www.harvard.edu/in-focus/managing-misinformation/

9 Cotter, E. (2023, May 3). Study shows social media’s negative effect on nutritional choices, habits in uri students. University of Rhode Island. https://www.uri.edu/news/2023/05/study-shows-social-medias-negative-effect-on-nutritional-choices-habits-in-uri-students/

10 Murphy, G., Corcoran, C., Tatlow-Golden, M., Boyland, E., & Rooney, B. (2020, March 25). See, like, share, remember: Adolescents’ responses to unhealthy-, healthy- and non-food advertising in social media. MDPI. https://www.mdpi.com/1660-4601/17/7/2181

11 Mc Carthy, C. M., de Vries, R., & Mackenbach, J. D. (2022). The influence of unhealthy food and beverage marketing through social media and advergaming on diet-related outcomes in children-A systematic review. Obesity reviews : an official journal of the International Association for the Study of Obesity, 23(6), e13441. https://doi.org/10.1111/obr.13441

12 Murphy, G., Corcoran, C., Tatlow-Golden, M., Boyland, E., & Rooney, B. (2020, March 25). See, like, share, remember: Adolescents’ responses to unhealthy-, healthy- and non-food advertising in social media. MDPI. https://www.mdpi.com/1660-4601/17/7/2181

13 Zhang, H. (2023, September 5). Psychosocial influences on food choices during adolescence: A literature review. Medium. https://medium.com/@hangyuee/psychosocial-influences-on-food-choices-during-adolescence-a-literature-review-710a9b91ca9

14 Vogels, E. A. (2022, August 10). Teens, social media and technology 2022. Pew Research Center: Internet, Science & Tech. https://www.pewresearch.org/internet/2022/08/10/teens-social-media-and-technology-2022/

15 Kucharczuk, A. J., Oliver, T. L., & Dowdell, E. B. (2021, October 20). Social Media’s influence on adolescents′ food choices: A mixed studies systematic literature review. Science Direct. https://www.sciencedirect.com/science/article/abs/pii/S0195666321006723

16 Kucharczuk, A. J., Oliver, T. L., & Dowdell, E. B. (2021, October 20). Social Media’s influence on adolescents′ food choices: A mixed studies systematic literature review. Science Direct. https://www.sciencedirect.com/science/article/abs/pii/S0195666321006723

17 Kucharczuk, A. J., Oliver, T. L., & Dowdell, E. B. (2021, October 20). Social Media’s influence on adolescents′ food choices: A mixed studies systematic literature review. Science Direct. https://www.sciencedirect.com/science/article/abs/pii/S0195666321006723

18 Turnwald, B. P., Anderson, K. G., & Markus, H. R. (2022, January 12). Nutritional analysis of foods and beverages in celebrities’ social media posts. JAMA Network. https://jamanetwork.com/journals/jamanetworkopen/fullarticle/2787977?utm_source=For_The_Media&utm_medium=referral&utm_campaign=ftm_links&utm_term=011222

19 Turnwald, B. P., Anderson, K. G., & Markus, H. R. (2022, January 12). Nutritional analysis of foods and beverages in celebrities’ social media posts. JAMA Network. https://jamanetwork.com/journals/jamanetworkopen/fullarticle/2787977?utm_source=For_The_Media&utm_medium=referral&utm_campaign=ftm_links&utm_term=011222

20 Rounsefell, K., Gibson, S., McLean, S., Blair, M., Molenaar, A., Brennan, L., Truby, H., & McCaffrey, T. A. (2020). Social media, body image and food choices in healthy young adults: A mixed methods systematic review. Nutrition & dietetics: the journal of the Dietitians Association of Australia, 77(1), 19–40. https://doi.org/10.1111/1747-0080.12581

21 Chavkin, S., Gilbert, C., Tsui, A., & O’Connor, A. (2024, April 3). Big Food and dietitians push ‘anti-diet’ advice, despite rising obesity - The Washington Post. The Washington Post. https://www.washingtonpost.com/wellness/2024/04/03/diet-culture-nutrition-influencers-general-mills-processed-food/

22 Chavkin, S., Gilbert, C., Tsui, A., & O’Connor, A. (2024, April 3). Big Food and dietitians push ‘anti-diet’ advice, despite rising obesity - The Washington Post. The Washington Post. https://www.washingtonpost.com/wellness/2024/04/03/diet-culture-nutrition-influencers-general-mills-processed-food/

23 Dr. Mark Hyman. (2022, December 16). https://drhyman.com/

24 Dr. Mark Hyman. (2022, December 16). https://drhyman.com/

25 Welcome to the Gaples Institute. Gaples Institute. (2024, March 6). https://www.gaplesinstitute.org
26Welcome to the Gaples Institute. Gaples Institute. (2024, March 6).https://www.gaplesinstitute.org/