{"id":26217,"date":"2020-09-28T12:00:49","date_gmt":"2020-09-28T12:00:49","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26217"},"modified":"2020-09-28T12:00:51","modified_gmt":"2020-09-28T12:00:51","slug":"le-marketing-de-la-malbouffe","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/le-marketing-de-la-malbouffe\/","title":{"rendered":"Le marketing de la malbouffe"},"content":{"rendered":"\n

Selon\nune \u00e9tude parue en 2019 dans The\nLancet<\/a>, plus les guerres, les accidents de la route ou bien s\u00fbr le Covid-19,\nla malbouffe constitue d\u00e9sormais la premi\u00e8re cause de mortalit\u00e9 dans le monde :\nimpressionnant !<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

La malbouffe frappe massivement les\npays occidentaux, sans \u00e9pargner la France, peu s\u2019en faut : la malbouffe, c\u2019est\npar exemple \u2026 les aliments ultra-transform\u00e9s qui pullulent dans les grandes\nsurfaces ; on regroupe sous ce vocable tous les aliments comprenant parmi leurs\ningr\u00e9dients, au moins une substance elle-m\u00eame ultra-transform\u00e9e, d\u2019o\u00f9 une liste\n\u00e0 la Pr\u00e9vert allant des lasagnes aux sodas, en passant par les barres chocolat\u00e9es,\nles po\u00eal\u00e9es de l\u00e9gumes ou les c\u00e9r\u00e9ales de petit-d\u00e9jeuner !<\/p>\n\n\n\n

Essayez donc de faire vos courses\ndans votre hyper pr\u00e9f\u00e9r\u00e9 sans glisser le moindre aliment ultra-transform\u00e9 dans\nvotre panier ! Or selon une autre \u00e9tude r\u00e9alis\u00e9e par des chercheurs de\nl’Inserm, de l’Inra, de l’Universit\u00e9 Paris 13 et du Cnam, r\u00e9unis au sein\nde l’\u00e9quipe de recherche en \u00e9pid\u00e9miologie nutritionnelle, ou Eren<\/a>,\n\u00ab une augmentation de 10 % de la\nconsommation d’aliments ultra-transform\u00e9s conduisait \u00e0 une augmentation de 12 %\ndu risque de cancer global et de 11 % du risque de cancer du sein \u00bb<\/em> \u2026\nentre autres !<\/p>\n\n\n\n

O\u00f9 se situe la responsabilit\u00e9 du\nmarketing dans cette gal\u00e8re ? Un peu partout, de la conception des\nproduits \u00e0 leur promotion.<\/p>\n\n\n\n

D\u00e8s la conception, par exemple en\n\u00e9laborant des produits trop sucr\u00e9s \u2026 \u00ab parce\nque les consommateurs aiment \u00e7a \u00bb<\/em> : le sucre, en activant le circuit\nde la r\u00e9compense dans le cerveau humain, produit une addiction certaine \u2013\nsans entrer bien s\u00fbr dans le champ des drogues dures.<\/p>\n\n\n\n

D\u2019o\u00f9 la commercialisation par des\nchaines comme Starbucks de boissons contenant jusqu’\u00e0 l’\u00e9quivalent de 25 cuill\u00e8res\nde sucre, selon une \u00e9tude men\u00e9e par Action\non Sugar<\/a> ; or on conna\u00eet les effets d\u00e9sastreux de la surconsommation\nde sucre sur l\u2019organisme, comme le rappelle Science\net Vie<\/a>. <\/p>\n\n\n\n

C\u00f4t\u00e9 promotion, c\u2019est tout aussi\neffrayant ! Que\nChoisir<\/a> vient de lancer une p\u00e9tition pour interdire la publicit\u00e9 \u00e0 l\u2019attention\ndes enfants des produits alimentaires d\u00e9s\u00e9quilibr\u00e9s : selon une \u00e9tude\nmen\u00e9e par l\u2019UFC, \u00ab 9 spots\nalimentaires pour enfants sur 10 portent sur des aliments d\u00e9s\u00e9quilibr\u00e9s\n(Nutri-Score D ou E), soit une part deux fois plus \u00e9lev\u00e9e que pour les adultes \u00bb<\/em>.<\/p>\n\n\n\n

Faut-il interdire la publicit\u00e9 \u00e0 l\u2019attention\ndes enfants ? Certainement pas ! Faut-il interdire la publicit\u00e9 \u00e0 l\u2019attention\ndes enfants pour certains aliments dangereux \u00e0 plus ou moins long terme ?\nPourquoi pas ? <\/p>\n\n\n\n

Un marketing vertueux pourrait consister\n\u00e0 \u00e9duquer les enfants \u00e0 d\u00e9crypter la publicit\u00e9 pour les produits alimentaires,\n\u00e0 leur apprendre \u00e0 mieux se nourrir : ce n\u2019est qu\u2019un piste parmi d\u2019autres ;\nmais surtout un marketing vertueux \u0153uvrerait d\u00e8s l\u2019\u00e9laboration des produits,\nrefusant toute d\u00e9rive dangereuse pour la sant\u00e9. <\/p>\n\n\n\n

Pour ne pas se retrouver un jour\ncomme marketer \u00e0 promouvoir des barres ou des c\u00e9r\u00e9ales dont on ne voudrait\nsurtout pas pour ses propres enfants !<\/p>\n","protected":false},"excerpt":{"rendered":"

Selon une \u00e9tude parue en 2019 dans The Lancet, plus les guerres, les accidents de la route ou bien s\u00fbr le Covid-19, la malbouffe constitue d\u00e9sormais la premi\u00e8re cause de mortalit\u00e9 dans le monde : impressionnant ! La malbouffe frappe massivement les pays occidentaux, sans \u00e9pargner la…<\/p>\n","protected":false},"author":2,"featured_media":26218,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[154],"tags":[460,161],"yoast_head":"\nLe marketing de la malbouffe - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/consumerinsight.eu\/marketingisdead\/le-marketing-de-la-malbouffe\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le marketing de la malbouffe - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Selon une \u00e9tude parue en 2019 dans The Lancet, plus les guerres, les accidents de la route ou bien s\u00fbr le Covid-19, la malbouffe constitue d\u00e9sormais la premi\u00e8re cause de mortalit\u00e9 dans le monde : impressionnant ! 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Tout le monde la conna\u00eet et 5\u00a0500\u00a0000 consommateurs l\u2019utilisent chaque mois\u00a0: rien d\u2019anecdotique, mais aussi une source de\u2026","rel":"","context":"Dans "Coups de gueule"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/03\/Andy-Warhol.jpg?fit=317%2C384&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":24752,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/limage-du-marketing-dans-les-medias\/","url_meta":{"origin":26217,"position":1},"title":"L’image du marketing dans les m\u00e9dias","date":"9 janvier 2013","format":false,"excerpt":"Parmi les r\u00e9centes questions re\u00e7ues d'\u00e9tudiants en pleine r\u00e9daction de leurs m\u00e9moires universitaires, celles de B\u00e9atrice qui s'interroge sur \u00ab\u00a0l\u2019image n\u00e9gative du marketing dans les m\u00e9dias aupr\u00e8s du grand public\u00a0\u00bb\u00a0: vaste sujet\u00a0!Question\u00a0: D'apr\u00e8s vous pourquoi le marketing g\u00e9n\u00e8re une image n\u00e9gative dans les m\u00e9dias et le grand public ?Les m\u00e9dias\u2026","rel":"","context":"Dans "Entretiens"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":25814,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/le-marketing-et-ses-outsiders-le-point-de-vue-dalexandre-rispal\/","url_meta":{"origin":26217,"position":2},"title":"Le marketing et ses outsiders : le point de vue d\u2019Alexandre Rispal","date":"26 octobre 2018","format":"gallery","excerpt":"Avec mes amis du Conseil Scientifique de l\u2019Adetem, nous nous penchons sur le futur de notre profession \u2013 vaste sujet\u00a0! 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