Influencing consumers - Deepstash

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It's the Most Inadequate Time of the Year

Influencing consumers

Near the end of the year, attempts to influence consumer behavior abounds with ways to "improve yourself" in the new year. They remind the consumer that you're still the same imperfect person they've always been.

The commodification of inadequacy is clear: You have some work you should be doing, and these companies have some related products to help you realize your goal.

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Exercise was not necessary until the mid-20th century
Exercise was not necessary until the mid-20th century

Most people didn't see exercise as necessary until the mid-20th century. Food scarcity meant people didn't overeat, and it didn't make sense to try to burn off the calories.

Ho...

The start of the exercise culture

The exercise culture in the U.S. only took off after World War II.

  • After a 1955 report showed that 57.9% of American kids failed one or more of six physical fitness tests - versus about 8 % of European kids - an executive order was issued to create the President's Council on Youth Fitness.
  • In 1960, President-Elect John F. Kennedy wrote that the increasing lack of physical fitness is a menace to society. This push for fitness led to an expansion of the President's Council on Youth Fitness.
Entrepreneurs played a key role in establishing the fitness industry

Some entrepreneurs and trainers played a vital role in the rising exercise culture.

  • Health clubs were popularized by the Vic Tanny Gyms chain.
  • Weight-lifting for women was popularized in the 1930s and 1940s by female-bodybuilder Abby "Pudgy" Stockton.
  • In 1974, the Equal Credit Opportunity Act paved the way for women to go out and sign up for exercise classes on their own.
  • In the '60s and '70s, exercise became a more accepted and celebrated pursuit.
  • The '80s and '90s saw the expansion of a conversation about diet and fitness.
The Rush of Motivation

During the first week of the new year, there is a rush of motivated people who want to achieve their respective self-improvement goals. But then all this rush always tapers off, with only about 8 %...

Procrastinating

Procrastination, or the way we let pending tasks linger on, just avoiding them, is one of the main reasons our goals don't materialize.

The longer any work is avoided the harder it becomes to eventually do it.

Like dishes piling up in the kitchen sink, they get harder and harder to do as the load increases.

Fear as the Cause of Inaction

Fear causes us to procrastinate. It can be:

  • Fear of change
  • Fear of leaving our comfort zone
  • Fear of the unknown
  • Fear of failure
  • Fear of what other people would think of us

We justify these fears by imaginary different reasons, but the root cause is not related to our invented reasons, it is our inherent fear.

New Year Resolutions
New Year Resolutions

93% of us set new year resolutions, with the common themes being about losing weight, eating better, starting an exercise regime, or saving money.

Research shows that 45% of people ...

Authentic Motivation

Why we set our goals matters. If it is out of fear or social expectations, then they are not going to last.

Authentic values are what helps achieve our goals, as there is a never-ending supply of willpower when we are doing what aligns with our innermost core.

Use Positive Framing

Resolving that you won't have any alcohol keeps the focus on the alcohol. Instead of focusing on what you don't want to do, focus on the positive aspect, like drinking more water.

Use gratitude and other positive emotions to steer your mind out of any pitfalls.