How to See Past Diet Culture Buzz Words

Take a moment to think about how we as a public are marketed to.

The common denominator among all advertisements is words. Words leave a lasting impact on us, emotionally, morally, and socially. While it’s often beneficial, it can become problematic. Recently large corporations have been scrutinized for “greenwashing” meaning they label their products in a way that makes them appear more environmentally friendly than they actually are.  

Now, diet companies have been using similar tactics for years, and yet their buzz words aren’t talked about enough as a manipulation to attract their audience. Recent research examines marketing tactics used by these companies as a “health halo effect.” Marketing tactics which use packaging, buzz words, and colors promote products to appear more “clean”, or  “natural”. 

However, as is discussed in the Intuitive eating book, food has no moral value. Eating ‘good’ food does not make you a good person the same way eating ‘bad’ food does not make you a bad person. Not only this, but these words start to drive social behavior in a way that can actually have the opposite effect on the person than the word they are promoting. The word health recently connotes an ideological version of oneself typically revolving around aesthetics -- and food marketers take advantage of this mentality. Although food can have health promoting qualities, it may not translate into the physical well-being of the consumer. 

In the EU specifically, legislation exists which controls the words allowed on food labels without context. Words such as “fresh,” “natural,” “traditional,” must be explained on the package or they can’t be advertised. Words like these can easily persuade a customer into believing they are making the best purchase for their personal well-being. When the control and power to make the “right” choice for your body lies solely in your hands, it can be overwhelming. So these words feel safe and easy to make the decision painless.  

But once you start to recognize these buzzwords for what they are, it becomes easier to not let the shiny label blind you. 

Diet Buzzword Examples:

Healthy: 

Seems like a straightforward word; so what could be the issue? Well, there’s no one set definition. Health comes from multifaceted aspects of our life. With limited explanation as to why a food is “healthy,” it’s a word that’s slapped on so consumers make a quick grab to make the “good” decision easy. The definition of healthy differs from culture to culture, so how could one product possibly encapsulate all of that. The simple and complete answer is it can’t. So remember, this product may address different aspects of health but that doesn’t make the product “healthy.”

Guilt Free: 

Think about the word guilt for just one minute. What do we as a society typically associate this word with? Crime right? A verdict given by a jury. A sentence of punishment -- but food should never be seen as a punishment. In our society food recently took on a measurement associated with moral value. On either a conscious or unconscious level, we’ve been taught to choose food based on their moral standing as either good or bad. We are simultaneously acting as jury and defendant. A guilt free label tells us we escape the sentence of food prison. Pass go, collect your 200, and slide your way into premium health. But, in reality, that word may serve as your masked warden keeping you locked in diet culture.  

Detox: 

Again, take a moment to think about what we use this word for in our society. Normally it means to remove something impure from the body. That can range from poison to drugs and usually that substance can cause substantial damage to the body. It’s something your body doesn’t have the ability to handle on its own. But, food isn’t meant to hurt you. Even better? Your body has two organs, your kidneys and your liver, specifically designed to handle all the natural detoxing. Drinking lemon water, a ginger shot, and green juice, are great for you if you enjoy the flavor. If not, ditch them because they aren’t giving your liver or kidneys super strength. Your body is smarter than anything you can buy off the shelf, so save your money and your taste buds.  

Cheat Day: 

Classifying any food for a cheat day automatically glorifies it into a binge worthy dish. The Intuitive Eating book explains why it’s problematic to designate any food as off limits. This idea of restriction adds heightened value to the food. It means that out of control feeling some people fear when that food is in front of them. Similar to the last supper experience discussed in the Intuitive Eating book, letting yourself believe you may not eat this food again for a long time or maybe even ever leads to binging episodes. Glamorizing cheat days as a reward makes other days feel like a chore. Food should be enjoyable everyday of the week. There’s not one special food or day to be placed above another.  

Clean: 

Take a moment to think about the opposite of this word. What would make you think a food is dirty? Probably just if it had dirt on it. That’s what it would mean if food was dirty so in turn clean food means it’s washed. Yet, diet culture has twisted this word to subtly imply it’s ingredients don’t have anything dirty in them. Step one look at ingredients. Step two if dirt is not listed, congratulations your food is clean. Clean similarly, to healthy lacks a universal definition in regards to food. 

These words fall under that health halo effect among others. Although the conditioning of our society tells us these words ensure a good choice, you’re buying more marketing than marrow. These buzzy words may leave you unfulfilled.

 
PIECE WRITTEN BY: KAYLA PAYETTE

I'm a recent UNR alum with a degree in Journalism. I'm going back to get a masters in dietetics in hopes of becoming a Registered Dietitian. Food and words connect people and I hope to use both of these and connect with people. I have a passion for eating, learning, and my dog Suki. I'm excited to keep learning and helping others.

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Written by Danielle Musto

Hey there, I’m Danielle! HSH’s Office Manager and RD-to-be! I love food, fitness and having fun with both. I’m super excited to be here with you sharing all the ways I love to make food FUN!

Learn more about me and the HSH offerings here.