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Soft Drinks, Obesity and Corporate Power the Australian Soft Drink

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Soft Drinks, Obesity and Corporate Power the Australian Soft Drink Soft Drinks, Obesity and Corporate Power The Australian soft drink industry’s political strategy to position itself as “part of the solution” to obesity by Jennifer Lacy-Nichols ORCID ID: 0000-0002-5157-2098 A thesis submitted in total fulfilment of the requirements for the degree of Doctor of Philosophy January 2019 School of Agriculture and Food Systems Faculty of Veterinary and Agricultural Sciences The University of Melbourne i ii Abstract Background Soft drink corporations face scrutiny from governments and public health experts for the contribution of their products to obesity and non-communicable diseases. Historically, the soft drink industry sought to deny the contribution of its products to the incidence of obesity and undermine public health policies that it perceived as threatening. This oppositional strategy has evolved into a more conciliatory approach, in which the soft drink industry has sought to position itself as “part of the solution” to obesity though the implementation of corporate health promotion strategies. This thesis begins with the proposition that, like lobbying and more overtly oppositional political strategies, corporate health promotion is fundamentally a political strategy. To interrogate this proposition, this thesis explores the political dimensions and consequences of corporate health promotion. It aims to answer the following research question: How and why has the soft drink industry attempted to position itself as “part of the solution” to obesity? Methods This thesis analyses three case studies of corporate health promotion strategies used by the Australian soft drink industry: its provision of nutrition education and information; its reformulation of soft drinks to reduce calories and sugar; and its engagement with the policy process via the development of self-regulation. This thesis also explores the various forms of power that corporate stakeholders exercise to minimise the risk of government regulation and to maintain the sales of their products, including instrumental, structural and discursive forms of power. Results The first case study analysed the different forms of nutrition education and information that the Australian Beverages Council and Coca-Cola Australia provided to the Australian public. This study found that most initiatives informed consumers about the importance of calorie counting, which iii benefited the soft drink industry in several ways. The second case study analysed how Coca-Cola Australia’s product reformulation practices and communications evolved. This study found that Coca-Cola Australia’s reformulation initiatives changed from a strategy of “offering variety” to “stealth sugar reformulations.” The third case study analysed the political rationales and practices underpinning the Australian Beverages Council’s development and promotion of self-regulation in response to obesity. This study found that the Australian Beverages Council’s approach to obesity changed from denying the role of soft drinks in obesity to creating self-regulation and funding research to demonstrate that its industry was part of the solution. Conclusions The Australian soft drink industry gradually changed how it communicates and practices corporate health promotion in response to obesity. Comparisons between the case studies reveal that some of these changes cluster around similar periods, which coincide with transformations in the corporate health promotion strategies of the global soft drink industry and other food and beverage manufacturers internationally. A key finding is that corporate health promotion offers a range of political benefits for the soft drink industry that amplify its political power and make it easier to exercise political power and influence in the future. This thesis contributes to the growing body of scholarship interrogating the political power of the packaged and fast food industry and its influence on food and nutrition governance. iv Declaration This is to certify that: • The thesis comprises only my original work towards the Doctor of Philosophy except where indicated in the Preface; • Due acknowledgment has been made in the text to all other material used; and • The thesis is fewer than the maximum word limit in length (100,000), exclusive of tables, maps, bibliographies, and appendices. Signed: Jennifer Lacy-Nichols v Preface I would like to gratefully acknowledge my receipt of two scholarships from the University of Melbourne that made this thesis possible: the Melbourne International Fee Remission Scholarship (MIFRS) and the Melbourne International Research Scholarship (MIRS). I would also like to acknowledge my receipt of additional funding provided by the Faculty of Veterinary and Agricultural Sciences, which has facilitated my attendance at conferences to present my research. vi Acknowledgements This thesis would not have been possible without the enduring support and encouragement of my supervisors, Dr Gyorgy Scrinis and Dr Rachel Carey. Thank you for reading endless drafts of my chapters. I know you spent weekends reading about calories and sweeteners when more interesting pursuits called. I am grateful for your honest comments and criticisms of my research and writing. You challenge me to be a better researcher. Thank you also for the opportunity to teach at the University of Melbourne. One of the highlights of this PhD has been the chance to apply some of my research in the classroom. The passion you both display in your teaching and research of food politics inspires me. I hope you have found this PhD experience as rewarding as I have. Thank you also to my PhD committee Dr Julie Woods, Professor Rob Moodie and committee chair Professor Ruth Nettle. Your enthusiasm for this topic has made this journey an enjoyable experience. Thank you for coffee conversations in Melbourne and skype chats from Malawi. To my friends, who make Australia home. I’m sorry you know so much about corporate power, Coca-Cola and obesity. If I have tarnished your grocery shopping experience, I hope I can make up for it. Thank you for your patience with me and my (occasional) thesis rants, my descent into hermit-esque status and the continual interest you express (or have nailed faking) about sugary drinks trivia and trivialities. To my family. Mum, you actually read my thesis. As always, your insights are spot on. My writing is better because of you, though we both know that you and Emily have pilfered all the literary prowess in the family (Em, I hope you know how much I admire your creativity and talent as a writer). Thank you all for visiting me in Melbourne—I miss you all. Nic. I’ll blow out my wordcount if I try to describe the litany of ways you make everything about my life so much better. The inadequate summary contains your tolerance of my kitchen bossiness (I’ll try to care less about the size of vegetables, and yes, I know that I said that in my vows too), your laugh (which is the only tolerable thing about watching cricket), your ability to pull me out of my darkest funks (when my writing stagnates or when I managed to rupture my ACL), your vii willingness to hear me rehearse lectures endlessly and your (very astute) insights about corporate behaviour (see, your economics degree is useful!). I love you so very immensely. viii Table of Contents ABSTRACT ..................................................................................................................................... III DECLARATION ................................................................................................................................ V PREFACE ....................................................................................................................................... VI ACKNOWLEDGEMENTS ................................................................................................................ VII TABLE OF CONTENTS .................................................................................................................... IX LIST OF ABBREVIATIONS ............................................................................................................. XIII LIST OF TABLES ........................................................................................................................... XIV LIST OF FIGURES .......................................................................................................................... XV LIST OF THIRD-PARTY COPYRIGHT MATERIAL IN THESIS ............................................................. XVI 1. INTRODUCTION .......................................................................................... 1 INTRODUCTION .................................................................................................................................. 2 HOLDING THE SOFT DRINK INDUSTRY ACCOUNTABLE FOR OBESITY ............................................................... 5 BUSINESS CONCERNS: INVESTORS IDENTIFY OBESITY AS A RISK FOR THE SOFT DRINK INDUSTRY ..................... 6 SUGAR AND HEALTH: NUTRITION RESEARCH, DIETARY GUIDELINES AND THE OBESOGENIC ENVIRONMENT ...... 7 CIVIL SOCIETY AND PUBLIC HEALTH ORGANISATIONS: ANTI-SUGAR CAMPAIGNS AND MEDIA ATTENTION ......... 9 THE REGULATORS: POLICIES TARGETING SOFT DRINKS ........................................................................ 11 THE AUSTRALIAN SOFT DRINK INDUSTRY ............................................................................................... 14 INDUSTRY OVERVIEW ..................................................................................................................
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