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African American Collaborative Obesity Research Network. Update on Food Marketing Research RWJF Food Marketing Roundtable Washington, DC April 5, 2011. Definitions . Marketing – 4 P’s Product, promotion, placement, price Integrated system Target marketing
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African American Collaborative Obesity Research Network Update on Food Marketing Research RWJF Food Marketing Roundtable Washington, DC April 5, 2011
Definitions • Marketing – 4 P’s • Product, promotion, placement, price • Integrated system • Target marketing • Use of techniques that identify consumers who share common needs or characteristics and positioning products of services to appeal to and reach these consumers, e.g., youth, young professional women, etc. • Ethnically targeted marketing • Further positioning products or services to appeal to and reach consumers based on their ethnic identity Grier & Kumanyika. The context for choice: health implications of targeted food and beverage marketing to African Americans. Am J Pub Health 2008;98:1616–1629
Inequities in Food marketing • Risks of obesity and other diet-related diseases are disproportionately high in African American communities • African American disproportionate exposure to health-adverse mix of food options (children and adults) • Advocacy • written comment to Federal Trade Commission regarding importance of examining ethnic targeting • http://www.ftc.gov/os/comments/foodmktgkids-2/543668-00006.pdf
Research Objectives • Raise awareness of food marketing equity issues for African Americans • Generate sustainable, community-based solutions that: • empower individuals and communities to reduce the effects of adverse food marketing; and • increase receptivity to marketing (commercial or social) of healthier eating and activity patterns.
FRAAME—Food Research for African American Marketing Equity • Multi-method ethnographic research conducted with AACORN field sites in Baltimore, MD, Birmingham, AL, Chicago, IL, and Durham, NC to explore African American youth and adult perceptions of their food marketing environments • Multi-site qualitative analysis of price-related influences and trade-offs on food purchasing and consumption in African Americans
FRAAME—Food Research for African American Marketing Equity • Focus groups in Philadelphia, Baltimore, and Durham to assess youth and adult responses to food marketing scenarios about various targeted marketing issues, with ‘sensitization protocol’ at two sites • Interviews with food retailers and local policymakers in Chicago and Birmingham to assess attitudes and perceptions related to food marketing • Identification of potential social justice framing for countermarketing
Food Purchasing Perspectives Assessed in FRAAME* Field Research Adult and youth interactions with the food marketing environment: products, promotions, availability, and cost Adult Youth Caregiver – child interactions around food purchasing Adult and youth perceptions of food marketing environments Caregiver food purchasing for the household Personal food purchasing of adolescent girls Baltimore, MD Durham, NC Philadelphia, PA Chicago, IL Birmingham, AL Chicago, IL Birmingham, AL Durham, NC Baltimore, MD *Food Research for African American Marketing Equity
FRAAME—Food Research for African American Marketing Equity – New Projects • A study of linked, youth-led community and social media activities around countermarketing of sugar sweetened beverages and fast food. • April 2, 2011 Inaugural Youth Summit to stimulate youth-led community action to improve environments for healthy food and physical activity (funded by NICHD U13 conference grant) • Three-part study exploring food price influences on food purchases of black women (Aetna Foundation)
