What Trends Will Shift Our "Too
Big" Mentality Towards a Healthier Population
We're dying of consumption. The disease has reached pandemic proportions.
While its prevalence is universally recognized, there is disagreement
on how to treat it and the toll it will take. Among the afflicted,
a sizable minority contends it poses no threat and needs no treatment.
Not only do they claim to live contentedly with their condition,
they resent attempts to cure them and lash out at those who claim
they represent a threat to society.
Nevertheless, most who have this strain of TB 2010 would like
to be cured. Its prevalence has created a physical and psychological
crisis contributing to the breakdown of a national health care
system that is simultaneously the most expensive and one of the
least efficient among the advanced nations. Until the TB pandemic
is brought under control, any attempt to reform Americas
health care system is destined to fail.
Yet, health care reform debate in America almost never addresses
the TB factor. The politically correct are unwilling to offend.
Many of the afflicted resist any outside attempts to change their
habits. Industries devoted to spreading TB deflect and subvert
any measures that might decrease profits. And the politically
corrupt turn a blind eye to the crisis, promoting TB-favoring
legislation in return for campaign contributions.
Needless to say, the TB 2010 strain we refer to is not Tuberculosis.
Rather, it is Too Big. And consumption
does not mean a common and often deadly infectious disease
caused by myco-bac-teria, but over consumption:
the consuming of fattening, processed, chemically-laced, genetically
modified, hormone enhanced, nutrition-deficient food
and the drinking of sugar-laden, nutrition-deficient, liquid chemical
concoctions disguised as soft drinks
far beyond what the human body is designed to handle.
Since there is nothing correct about anything political,
the all-too-visible fact is that too many Americans are simply
too fat, and therefore simply unhealthier than the populations
of other developed nations. It is a self-reinforcing calamity.
The Too Big too often lack the will to personally deal with their
problem; the processing/agribiz giants profiting from the junk
food habit have little incentive to try to sweet talk addicts
into lean health, and politicians beholden to agribiz for hefty
campaign contributions do not find it expedient to bite the hand
that overfeeds them so well.
Fully a third of adult Americans are obese, twice the rate of
obesity in Europe. (Should the trend continue, by 2018, 43 percent
of adult Americans will be obese.) Another third of Americans
are overweight. Thus, two-thirds of adult Americans are too big.
More than one-third of children ages 10 to 17 are obese (16.4
percent) or overweight (18.2 percent), which, left untreated,
could make them the first generation to live shorter, less healthy
lives than their parents.
A sure-fire prescription for disease and ill health, obesity
is also incredibly expensive. Heart disease, diabetes, cancer
and twelve of the fifteen most dol-lar-intensive diseases are
strongly attributable to obesity. Health economists estimate that
upwards of 25 percent of Americas health care costs are
related to obesity, accounting for 20 to 30 percent of the rise
in spending on health care since 1979.
Currently, it costs 36 percent more to provide medical care,
and 77 percent more to provide medication to an obese person than
to a normal weight person and the whole system
pays for it.
A backlash, leading to a Coalition of the Fit to Fight
Fat, is not inconceivable. People who work diligently to
maintain their weight and their health pay dearly for those who
are negligent. Just as large numbers of Americans are outraged
at the idea of their tax dollars being expended on health care
for illegals, it is plausible that a time may come when the idea
of tax dollars being spent on people who refuse to look after
their own health provokes analogous outrage.
If the TB trend continues, the Center for Disease Control projects
that costs connected to obesity and overweight will more than
double every ten years, totaling more than $900 billion by 2030
and swallowing up one in every six health care dollars. American
society has become obesogenic, says the CDC, describing
an environment that promotes increased food intake, non-healthful
foods, and physical inactivity.
No longer able to hide from the obesity epidemic nor face
the consequences of sustaining a chronically ill population with
ever-increasing health care costs, many states are enacting some
form of health care legislation. Aimed at staunching the growing
epidemic of type 2 diabetes in children, as well as increased
rates of high blood pressure, cholesterol, asthma and joint problems
the majority of these laws target the school environment.
Soft drink and junk food vending machines in schools and hospitals
would have been unthinkable 40 years ago. But in the quest to
boost budgets it became public policy to permit them.
Now, counter-initiatives have been taken: nutritional and physical
education programs have been added to the curriculum and the offending
machines banned. Too little and much too late, at best these are
baby steps. Outside schools at every digital moment, on
every screen, in every mall on every strip, the need to feed and
ride the sugar high is inescapable. The onslaught of advertising
is designed to turn kids into over-consumers
become victims of over-consumption.
No longer able to support the financial strain, in the not-so-distant
future, federal and state governments will launch a War
to Fight Fat and appoint an Obesity Czar. But just as the
wars on drugs, crime, poverty and Afghanistan have been, at their
best, conditional rather than unconditional de-and subservient
industry-controlled opposing force it has always been.
Trend Forecast: We forecast a mass rethinking of TB in
all its manifestations -- obesity is only the most obvious. Everything
in America is TB -- not just the waistlines, giant sodas, super-sized
fries and ten-gallon cartons of popcorn. Houses, cars, debt loads,
deficits, state budgets, the states themselves, foreign aid, military
budgets, local/state/federal bureaucracies and too big to
fail businesses --theyre all Too Big.
We see a rapidly growing popular culture shift that will make
fat un-cool. A combination of increasing health awareness and
the trend to Elegance will help motivate the out-of-shape into
shaping up or not fitting in.
Although its been going on for decades, as the lose-weight-at-any-cost
craze catches hold, a new round of infomercials, multi-level marketers
and medical pill-pushers will be hawking a new generation of shady,
quick-fix diet products. Dieter beware! The unwanted pounds did
not accumulate in a week and they wont be shed overnight.
If its a quick fix it wont fix for long.
Trendpost: The Shape Up trend will provide
a wide array of business opportunities. Beyond popular reality
TV weight loss shows, the market for custom-designed cooking and
diet programming for the specific age groups, shapes and sizes
is wide open and ready to be tapped. New weight loss products,
books, DVDs, kiddy camps, support programs, multi-level marketing
(pyramid schemes) will proliferate.
As with so many American cultural exports, Too Big has spread
worldwide. Some countries, such as France, undeterred by Big Food
political clout and unafraid to call the obese fat,
are fighting fat before it becomes pandemic.
Apart from government action, the Shape Up trend will
provide a wide array of business opportunities. Fat Farms will
flourish for the financially flush who will pay big bucks to starve
But for the starving masses, hooked on their junk diets, going
cold turkey from fried chicken will call for common sense as well
as intestinal fortitude. Fast food pushers have sold them the
bill of goods that eating out is easier, cheaper and just as good
as cooking at home.
Back in the Great Depression, the poor were not fitting in. thin
and the rich were caricatured as fat. In the Greatest Depression,
the rich will tend to be fit and the poor fat, but it will be
politically incorrect to caricature them.
Fitness clubs that provide personal weight loss trainers
will attract members that otherwise would not join. The trend
will open up job opportunities for individual counselors and coaches
that provide specialized weight loss exercise classes targeted
to specific needs (elderly, teens, excessively overweight, etc.).
Permanent weight loss takes hard work and dedication. Whole Health
Healers specializing in natural weight loss management will outflank
traditional MDs whose answer to TB, as to most ailments, will
be to prescribe pharmaceutical drugs. But just as there are no
drugs on the market that cure chronic degenerative diseases, there
will be no miracle drug to cure chronic obesity. While some will
provide temporary results, the side affects may prove more destructive
than the malady.
Unless TB 2010 is addressed and reversed, no comprehensive, sustainable
and affordable health care system is possible.
Research Institute analyzes world-shaping events and forecasts
tomorrows trends. Gerald Celente is on the record for accurately
forecasting and naming the current "Great Recession";
for forecasting the 1987 Stock Market Crash, the Dot-com bust,
Gold Bull Run to Begin, 2001 Recession, the Real Estate bubble,
the "Panic of '08", Tax Revolts and the coming "Greatest
January 18, 2010