LAUSR

Purpose In 2018, we have surpassed the population landmark of 7.5 billion, and yesterday’s global crisis of under-nutrition in poorer nations is now accompanied by a journey into overweight and obesity. The purpose of our research is to focus on the health and resistance of those who avoid overweight and obesity rather than continuing to focus on the pathology and disease of this phenomenon. Design/methodology/approach Taking a consumer-centric perspective and using the lens of the social-economic framework, the authors report qualitative research conducted with 31 young people (ages 17-26) who have been resistant to weight gain in an increasingly obesogenic environment, followed by a survey of the general population, n = 921. The authors look at this type of consumer resistance to better understand how to develop government and community leadership and build more obesogenically resilient societies. Findings The findings support the contention that obesity is a social problem that requires a social solution. Originality/value The main contribution to the conversation addressing increasing levels of overweight and obesity is that this research demonstrates that these are complex social problems and require complex intervention at the societal level, not the individual level.