Someone in HR usually has the good fortune of having job of promoting a healthy lifestyle to the rest of the office. It may even fall on the shoulders of an interest group or a recreational activities committee. In other organizations, these brave souls have an official title – the workplace health committee.
But whatever their title, they will want to impress upon others the merits of eating more fruits and veggies. They will want to persuade their colleagues to switch from polished to unpolished rice. And they will aim to get everyone to chalk up 2.5 hours of moderate-intensity physical activity a week. They will cheer them all to get an annual basic health screen and goad others into the lecture theatre to learn more how they can manage their stress.
There are of course national campaigns with prizes to help these fortunate employees with their cause. And there are resources to fund workplace health endeavors. But the path to slow food and an active lifestyle is often paved with good intentions. With many a detour to the fast food restaurant and a back alley shortcut to chilli crab, Hokkien mee, and char kway teow. So, they could probably always do with more help.
Here are some lessons to be learnt from consumer research:
1. Some things are best seen in black and white
Some messages are best presented in monochrome. A 2015 study found that participants made more rational decisions when information was presented using black-and-white images than colour. In fact, researchers suggest that monochrome could be useful for situations concerning a distant future. Promoting a healthy lifestyle for the benefit of the family or a healthy retirement, may be best made in black-and-white, not in colour.
2. Don’t shortchange your employees when serving healthy food
We’re likely to enjoy the food more if we pay more for it, according to a 2014 study. Customers who participated in the study rated the food to be more enjoyable when they paid $8 for a all-you-can-eat high quality buffet in upstate New York than when they paid $4 for it. Those who paid less were more likely to say that they had overeaten, to feel guilty about the meal, and to say that they liked the meal less and less in the course of the meal. So don’t undercharge your employees for good quality healthy meals at the staff canteen.
3. Help us make good decisions with fewer choices
Having too many choices can lead to poor decision making. A 2015 study shows that participants don’t make optimal choices when they have to consider all 16 options together. Rather, they make better decisions when they use a strategy called sequential tournament, where they pick one of four options, until they make a final choice from the preliminary selections. Giving fewer options (and dietary information) at the canteen can help employees make healthier food choices.
4. Lighting affects our eating experience
We appear to experience emotions with more intensity on sunny days compared to overcast days. That we perceive food to taste more spicy and judge others to be more attractive when these are presented in bright light, are among the findings of this recent study. It seems that emotional messages are best received in bright lighting, whereas rational decisions may be better done with subdued lighting. That means it may be a good idea to turn up the lights for healthy lifestyle posters in the lift and lobby, and turn down the lights at the office canteen.
5. When to use questions and when to use statements?
Participants in a recent study responded more positively to ads with statements when they were in a state of higher excitement, but preferred ads phrased as a question when they were in a lower state of excitement. In the study, respondents were listening to music that was either stimulating or calming. It seems that when we’ve got a lot to process, we prefer to be told what to do; when we’re not so preoccupied, being asked a question will pique our interest. So poster campaigns in a busy lunch canteen will fare better as statements, whereas poster campaigns in a boring corner of the office may be better received as questions?
Just some food for thought.