Fighting the Fat (or Not): Behavioural Insight

With levels of obesity increasing, efforts are being made in several of the countries affected to find a way of getting overweight people to stop cramming high calorie food into their mouths on a regular basis. Diet is a fascinating area, since it’s one in which many people have first hand experience of what I call “the Mind Gap” – the space that exists between the unconscious and conscious mind.  In this case it’s experienced when people make firm commitments to lose weight, commitments that they have with complete (conscious) conviction at the time, then find that after an initial period of success their weight returns to its previous level.  Sometimes they ascribe their return to greater mass to mystic forces or an underlying medical condition, but more often they realise that they’ve not been sticking to the good intentions they made and, in a distracted moment, have taken it upon themselves to […]