Food marketing to young adults: platforms and persuasive power in Canada

• Published in: Young consumers 2024-08, Vol.25 (5), p.592-606
• Main Authors: Elliott, Charlene, Truman, Emily, LeBel, Jordan
• Format: Article
• Language: English
• Subjects: Advertising; Beverages; Children & youth; Fast food; Health care; Market strategy; Marketing; Participatory research; Public health; Purchase intention; Young adults
• ISSN: 1747-3616; 1747-3616; 1758-7212
• DOI: 10.1108/YC-11-2023-1902

Purpose Food marketing has long been recognized to influence food preferences, consumption and health, yet little is known about the nature and extent of food marketing to young adults – especially with respect to their real-world encounters with food marketing and the appeals they find persuasive. This study aims to engage young adults to explore the persuasive power of food marketing and its platforms of exposure. Design/methodology/approach Participatory research with 45 young adults, who used a specially designed mobile app to capture the food marketing they encountered for seven days, including information on brand, product, platform and “power” (i.e. the specific techniques that made the advertisement persuasive). Findings A total of 618 ads were captured for analysis. Results revealed the dominance of digital platforms (especially Instagram, comprising 43% of ads), fast food and beverage brands (48% of ads) and the top persuasive techniques of visual style, special offer and theme. Originality/value This study uniquely draws from framing theory to advance the notions of selection and salience to understand food marketing power. It is the first study of its kind to provide a comprehensive look at the platforms and persuasive techniques of food marketing to adults as selected, captured and tagged by participants. It provides timely insights into young adults and food marketing to adults, including where it is encountered, the (generally unhealthy) brands and products promoted and how it is made meaningful.