There’s something which I think many of the people saying “of course they know” or “they don’t want to try” are missing, or at least not giving enough weight to: the power of addiction.
Sugar, and UPF’s more broadly, are addictive. One of the features of addiction is denial. The imperative to consume the substance is so powerful, people will seize on any excuse to indulge - and they do not even know they are doing it.
Take cigarette smoking. Everyone knows that smoking is harmful, literally everyone. Smoking rates in the UK peaked in 1974 at 46% of adults, since which we have had 50 years of increasing pressure to get people to stop. Public information, warnings on packs, a ban on advertising, smoking banned indoors, plain packaging, out of sight, NHS stop smoking programmes, legal age raised to 18. And yet, in 2023, 11.9% of adults still smoke.
Do they not know it’s harmful? And costs them a fortune? Of course they do - but they are addicted, and addictions are hard to kick. And while I don’t have any smokers in my life currently, I imagine that people who continue to smoke are either in denial about JUST how harmful it is, or they are demoralised by their repeated failure to quit and have given up trying. I recognise those responses from my own as a morbidly obese diabetic binge eater ( who has quit bingeing, gone sugar free, lost 8 stone, got off all diabetes meds)
Sugar is addictive - and most of us were first exposed to it before the age of 1. Almost everybody consumes sugar Not everyone is addicted, but an awful lot of people are. Or, are consuming at a level which is potentially damaging to their health. But it tastes sooooo good, it makes me feel calm…. `surely it can’t be that bad, can it? This is the denial which is part of addiction - the reasons the subconscious mind comes up with to make it OK to persist with use, even when experiencing negative consequences.
it has taken to years and a whole series of initiatives to reduce smoking as much as has happened. It will probably take similar legislation to reduce sugar and UPF consumption. And you can guarantee that Big Food will fight it every step of the way. Did you see the report the other day - Greggs saying that the use of GLP-1 injections have hit their sales?