Understanding and Predicting Childhood Obesity

This research by Volterra, updated to take into account the latest obesity figures and commissioned by the FAU, is a contribution to the obesity debate. In summary:

  • this research focuses on the role of "peer acceptance" as a significant factor in the obesity debate
  • peer acceptance is about people continuing in modes of behaviour because other people within their social groups do, which makes it more acceptable within the peer group
  • the analysis is based on scientifically validated methodology, widely used in understanding and predicting the spread of epidemics such as swine flu
  • the analysis shows that peer acceptance gives a good understanding of the rise of obesity in the last decade, though this is not the only factor
  • more research is needed but this initial study shows that unless peer acceptance is given sufficient weight, policy recommendations may be misleading
  • the FAU has commissionined this report to give a contribution to the obesity debate, and by acknowledging the importance of peer acceptance, we can learn valuable insights for marketers and advertisers.

Click here to download the full report