Apparently, the Squatty Potty is the
latest device that is popular within the tribe. Essentially, it's a
stool you put your feet on while you take a dump. They come in
bargain basement plastic models, all the way up to high end handmade
bamboo versions. But, let's be real here, it's a stool, you put your
feet on while you take care of business. You could use a couple of
cardboard boxes, a couple of blocks of wood, heck, you could just
squat on the seat. Most importantly, you could engage your brain and
think a little bit beyond just sucking up the advertising material
like a sponge.
But, it's not just people in my tribe
that are so susceptible to advertising, people in all different
tribes are sucked in not just by slick marketing but also by the now
ubiquitous "influencer advertising" that seeps relentlessly
through all social media.
Endurance athletes seem particularly
susceptible to the latest energy bar/drink/goo/mix. The latest one I
have seen, which I find particularly offensive, is Core, from Proven
Nutrition, which is marketed as "a
40-calorie all-natural, daily-use, great tasting nutritional drink
mix for total-body health and any-time refreshment
packaged in 100% biodegradable, minimal material, pouch packages ...
(kids like
drinking CORE too!)..!"
There
is genius in this marketing. First off, the company name, Proven
Nutrition, implies a wealth of irrefutable science behind the
products. Now anyone that follows nutritional research or has even a
rudimentary understanding of the scientific method knows that nothing
is proven. Some theories are supported, others are refuted. The
only thing science can say with certainty is that what we don't know
far exceeds what we do know. Pair "proven" with
"nutrition" and you have a winning combination. Products
that are not only proven but are essential for the maintenance of
life.
If
the name doesn't hook you, the verbiage must. After all, just about
every cue to influence consumer behaviour is in the product tag line.
The drink has a low 40 calories (water, of course, has zero calories
and would be a better, more economical choice), it's "all
natural" whatever that means. I scooped up some dog shit when I
was walking the dogs today. It was certainly all natural, but I need
more evidence than that to consider ingesting it. This "nutritional"
drink mix is good for "total body health". I don't know
what "total body health" means, but I'm pretty sure getting
it is not as easy as drinking a sugar sweetened beverage (SSB). And,
of course, the "100% biodegradable, minimal material, pouch
packages." Of course, the ultimate in minimal packaging is to
simply turn the tap on and take a drink of water, which, is also an
all natural, nutritious (water is an essential nutrient, sugar is
not), low calorie, any time refreshment for total body health.
All natural, restores fluid balance, essential for health and vitality,
low calorie, anytime refreshment with zero packaging
Core
is very similar to all the other energy drinks on the market. The
entirety of the calories in the drink come from sugar. Isomaltulose(a linked glucose-fructose molecule produced in the laboratory from
sucrose - which is actually kind of hard to call "all natural")
and - trigger word warning - organic cane sugar. Isomaltulose does
have some properties that make it slightly better than simple sucrose
but only when you compare isomaltulose to sucrose (glucose and
fructose). Hence, the surge in interest in isomaltulose from
industry. Industry knows what you may not, that consumers are never
going to give up sugar, so they are moving towards something that is
slightly better than sugar. The same way that hitting yourself eight
times in the head with a hammer is slightly better than hitting
yourself ten times in the head. Personally, I think I'll just skip
the head hammering altogether.
Of
course, similar to all energy drinks, there is the list of other
"natural" ingredients all of which are readily available in
any whole food diet. Finally, there is the unpronounceable herb
touted to cure everything from erectile dysfunction to diabetes.
Every energy supplement producer has one super herb/food/compound in
their product none of which have very much in the way of scientific
support but which give the product an aura of scientific validity
and, more importantly, cue the scarcity heuristic in gullible humans.
But,
none of this is anything which we haven't seen before. Exaggerated,
unsubstantiated claims, the use of certain trigger words well known
to cue heuristic decision making, and the long list of scientific
studies, which, upon closer examination show only very limited
utility in similarly limited populations (frequently non-human
species). Proven Nutrition, however, has, to employ endurance
athlete jargon speech, "taken things to the next level."
Their sports drink is not just for those engaged in sport, it is for
everyone, any and all the time, and, scariest of all, "kids like
drinking CORE too!" Clearly, sports nutrition companies are
learning from Big Pharma, spread the net as wide as possible, capture
people as young as possible, sit back, and watch your profits rise.
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