Why does ‘bad’ food taste so good?
This week (17 - 23 January) marks National Obesity Week. Britain is the fattest nation in the European Union and Jamie Patterson, accredited psychologist at Abermed, the UK's largest occupational health provider, believes that there is a maze of psychology behind obesity.
Jamie, who boasts more than 13 years of experience in mental health settings, said: "We're conditioned from any early age to view 'bad' foods as lusted after treats. Children may be rewarded with a sweet treat after vaccinations. The promise of chocolate encourages them to behave in the supermarket. Easter, Halloween and Christmas mean guzzling as much as possible of goodies that are usually rationed.
"These early-established, powerful associations can become adulthood habits. Eating sweet foods activate pleasure centres in the brain, making us more likely to repeat those eating behaviours. You reach for a chocolate bar on autopilot and before you know it, you're left with guilt and an empty wrapper and feelings of guilt. Could you even describe how the 'must-have' indulgence tasted?
"Triggers can easily be identified in people's lifestyles. Work is often a big contributor. People spend more time there than at home and can easily find excuses for unhealthy treats. Maybe you're flagging on a Monday afternoon and need a pick-me-up. Perhaps you just had a really bad meeting. Or a great one, and want to celebrate your success."
Jamie believes that employers can play a role in encouraging good habits that the individual may then apply at home too. "Employers must become engaged in the psychology of living healthier lifestyles. They have a moral duty to look after staff but should also be aware that a healthier workforce is happier and more productive. I recommend ensuring staff have access to water stations and bowls of fruit. Fill vending machines with healthier products like dried fruits, nuts and seeds. Make it easy for people to make healthy choices and it will become habit."
Multi-national food service organisation ARAMARK puts Jamie's advice into practice. Susan Elston, offshore managing director, explains: "Workplace health promotion is critical. We're constantly battling with the perception that offshore workers are unhealthy. We run regular campaigns to alter attitudes whilst our Health By Stealth initiative works behind the scenes. Clients might order mince and potatoes but little do they know, it's healthier than normal because it's cooked with lean mince and has a reduced salt content."
Jamie continues: "We assume that 'good' food can't give us the satisfaction that 'bad' food does, but it can. We can use our senses to eat mindfully. This means appreciating the texture, taste, colour and smell of what you're eating, as opposed to wolfing it down. By eating this way, the messengers that tell the brain we are full have time to reach their destination. This technique means that just one square of chocolate, or a healthier choice, can be extremely fulfilling."
