There’s simply (and sadly) no getting away from it. You are what you eat. As has become rather clear on a very personal level, it is all too easy to over-indulge over the festive season. Large amounts of turkey, roast potatoes, Christmas pudding and one’s own body-weight in chocolate may make for a generally convivial time. They, however, contribute less effectively to a slender waistline. As a result, January sees us bombarded with gym promotions, dry-athlons, well-meaning, if fleeting, New Year resolutions, as well as clothes that no longer appear to fit. No wonder Father Christmas is rarely portrayed as a lean, svelte toned Adonis.
Clearly this is, erm, a widespread problem. Two thirds of Americans are either overweight or obese. In still developing China, nearly 30% of all adults are similarly overweight. And before we attempt to suppress a chuckle about our bulky overseas friends, some 25% of the UK population is registered as obese. Possibly of more concern is the fact that this figure stood at just 7% in 1980. A recent European Commission report concluded that the UK is the most overweight country in Europe.
So, big deal, we’re taking a collar size or two more these days and our belt buckles are having to work a little harder. What’s the problem? Well, from a big picture perspective, a University of Washington global health study suggested that since 1990 obesity has grown faster than any other root cause of disease. But what’s the impact on the employer brand? Our own Department of Work and Pensions estimates that 18 million sick days are lost each year through obesity related issues, costing UK plc £3.7bn. Obesity has ramifications for both employer and employee. A recent survey amongst London Underground employees suggested that obese employees take four days a year more in sick leave than their skinnier colleagues. And a piece of research from Personnel Today in 2006 concluded that 96% of HR/Resourcing Managers would choose a candidate of ‘normal weight’ over an obese applicant, on the basis that other factors were equal. That second helping of Christmas pudding doesn’t seem such a great idea now.
And interestingly, the idea of ‘corporate nutrition’ is raising its head. Justin King, CEO of Sainsburys, went on record earlier this week as being not only an advocate of a healthy porridge-based breakfast for his own benefit, but that of his entire workforce too. Sainsburys have been busy introducing colleague restaurants throughout the country and have put a major emphasis on healthy breakfasts in order to drive performance.
This is a point echoed by Bupa who have extended their customer message internally and are focusing now on’…doing the right thing for our employees – we want our people to be healthier as a result of working for us’. Bupa is, therefore, working closely with its contract caterer in order to educate and inform its people about healthier eating choices.
There is a similar story at Pernod Ricard’s UK arm. Their HR Director, Pam Rowan suggests that half their employees have signed up to the company’s ‘Wellbeing Works’ programme of lunchtime fitness and healthy eating. Whilst one of the key drivers for such an initiative is undoubtedly the productivity benefits, Pernod Ricard makes it clear that they have undertaken such an initiative in order to enhance their employer brand – ‘It makes Pernod Ricard a great place to work and becomes one of the greatest reasons to stay here.’ Hard to argue with. If your employee base are feeling thinner, fitter and better about themselves; if such programmes are building unity, engagement and esprit de corps; and if more alert, sharp and focused individuals are delivering more to the bottom line and taking off fewer sick days, such initiatives seem genuinely positive drivers of employer brand and engagement.
The UK is unlikely to go down the same route as Japan, which has set a specific limit to waistlines – and is issuing fines to the employers of overweight citizens. However, the UK government’s attempts to introduce a minimum cost for a unit of alcohol is reminiscent of Michael Bloomberg’s move to ban large fizzy drink/soda bottles from March this year.
This is obviously a highly sensitive area and one that could, in the wrong hands, inspire accusations of intrusion and nanny state. However, if employers want to see both more of their people – in terms of less sick absence – and less of them – in terms of reduced waistlines – then initiatives along the lines of Sainsburys and Pernod Ricard should be a positive enhancement to an organisation’s ability to attract, engage and get the most out of its employee base.
Getting to the heart of your employee mindset 