Lifestyle Globalization and Emerging Economies: The Case for Weight Loss and Fitness Appeal in Mexico
Globalization of markets has long gone beyond trade and economics monopolized by
advanced economies. It has spread into lifestyles worldwide including those of emerging economies. The appeal of American “pop culture” that started in the 1950s, followed by European social and cultural trends of the past twenty years, is now truly global and has spilled over into the lifestyle industry. One important sociological tend is the adoption of images of body type and size by citizens of developing country economies. In the U.S., the most obese nation in the world, concerns related to weight and ideal body image have been forces driving the weight loss industry. This case study focuses on Mexico, recently noted as now second nationally in obesity. It investigates demographic shifts, changes in eating habits and the resultant trends in the weight loss industry in that country. It demonstrates the potential for development of that industry in that and similar countries. It is argued that the social image of fitness in Europe and in the U.S. have found popular appeal in Latin America.
Keywords: Lifestyle Globalization, Weight Loss Industry, Emerging Markets, Cultural Study
Dr. Massoud Saghafi
Professor, Department of Marketing, San Diego State University
Dr. Don Sciglimpaglia
Professor, Marketing, San Diego State University