Companies that make soda are vying for the business of young people. People are attempting to appreciate the bodies they were given by God rather than the ones celebrities have paid for with plastic surgery and other procedures, but social media has been extremely critical of diet culture in recent years as the body positivity movement has gained traction. Soda companies are fighting against the widespread perception that sodas are generally unhealthy to consume and that “diet” drinks support a negative body image amid the body positivity movement.
Popular companies have already switched from “diet” drinks to “zero sugar” drinks, including Canada Dry, 7Up, and A&W. As these companies work to increase sales of their drinks to young people who are often opposed to diet culture, the new labels are starting to show up on beverage containers across the nation.
According to CNN, Greg Lyons, chief marketing officer of PepsiCo Beverages North America, “younger people just don’t like the word ‘diet,'”
For many years, Pepsi has offered a beverage without added sugar. In 2016, when Donald Trump became the first reality television personality to be elected president, Pepsi relaunched its Pepsi Max product as Pepsi Zero Sugar.
According to CNN, Lyons acknowledged that “Gen Z doesn’t want to be on a diet these days.” It’s about having the liberty to do what one pleases without feeling guilty.
According to CNN, Canada Dry is also aiming to rename their diet ginger ale as “ginger zero.” The name of A&W’s calorie-free root beer has already changed from “diet drink” to “zero sugar drink.” According to A&W Brand President Susan Senecal, customers have been enquiring about the company’s decision to continue branding its product a diet beverage for years.
According to Senecal, “Zero Sugar Diet Ginger Ale is a clear example of how we are giving people options and assisting them in finding what works for them.”
Most people who oppose diet culture simply feel that they should be able to make their own decisions about whether or not they want to cut out soda from their diets, and people generally do not like the idea of being told how much sugar is “acceptable” by anyone other than themselves. In reality, those who advocate against diet culture are not as anti-diet as people might think they are.
In order to prevent any reaction against the soda makers themselves, the new labels should be available shortly in stores.
It has been years since diet culture has flourished, and it doesn’t appear that will change anytime soon. The best course of action for the businesses struggling to survive in this market seems to be to rename their diet sodas as “zero sugar” beverages.
It remains to be seen, though, if this can be successful over the long term. People could reject diet culture entirely if they recognize this for what it is: a clumsy scheme by soda corporations to increase their profits. Time will only tell.