I think it is futile to try to pin down one specific factor: all it does is discourage you from making the changes you can change or considering that even if what your friend does doesn't seem to be making the whole difference for you maybe there is something else you could try.
I am a little interested in this as I have two different cultures to compare with and am also a historian so can see changes in time in both cultures.
Yes, there were people who were overweight in WW2: you have only got to look at photographs to see that. So that might suggest there is a genetic element.
But there are far, far more people who are overweight today, so that might suggest there should be some other factors to look at too.
Rationing might be one. People did not starve in WW2 but they ate less and above all, they consumed less sugar.
They also walked far more: public transport was limited and relatively few people were able to run private cars. Young people danced, which burns a lot of energy.
As for cross-cultural comparisons, my point of comparison is Sweden, where people are fatter than they were but still on the whole slimmer and in better shape than the UK average.
So yes, could be genetic. But then again, there is the evidence that UK has changed over time (so, to be fair, have the Swedes, just at a slower rate). So as their change has been slower, might they also be doing something slightly different?
Eating habits is the first thing that springs to mind. Yes, they eat a lot more junk than they did: there are fast food outlets on every high street and crisps are not only for parties. But they are not for everyday either. You only have to peep into a Swedish supermarket to realise that the crisps and snacks section takes up a fraction of the space it does in its British counterpart. People are eating less of the stuff, eating it less often. Things like crisps are for Friday night, not for children's lunchboxes. They also probably drink less. You do see a fair bit of drunkenness, like here, but again, alcohol is a bit of a luxury, not an everyday thing for ordinary families. I don't think wine o'clock is a thing. Children are expected to eat one of two or three healthy options at school lunch and that is it. Nobody (unless in cases of SN) brings in burgers instead because their child isn't used to eating vegetables. Families tend to eat together.
The other thing is exercise. Of course they are privileged there, having access to so much walking space and safe places for outdoor swimming. But they also use it in a different way: you don't see people driving out to the forest and just hanging around the car park. They are taught from very young that you have to spend active time outdoors every day, that not doing so is very bad for you in some vague, non-defined way. And they are encouraged to do so in all weathers. You still see elderly couples going out for walks arm in arm.
(This is a major reason why they are so shit at self-isolation: they really struggle to believe that their freedom to roam and practise their skiing and swim in the lake could be taken from them).
Parents tend to be more involved in children's exercise: children's after-school sports clubs etc are usually run by parents. They have an old-fashioned amateur attitude to life: not everything has to be done by experts. Our children had their first swimming lessons from a local swimming school (I think, a student who got engaged for a few weeks), but after that, we got together and taught them ourselves. Happy memories of my 78yo father precariously balancing a kitchen chair on a rock to achieve the appropriate height for his grandsons' diving test.