In The Mighty Boosh's fictional occultist supermarket Shamansbury's you can buy jaguar tears, owl beaks, horns, and hooves. Everything you need to mix up a magical potion. Ordinary, regular, supermarkets (and pharmacies) don't in theory stock pseudoscientific mumbo-jumbo and woo but often we're tricked into buying it by canny advertising and product placement.
How do we know when we're being sold this stuff and how can we avoid this? Last night's Snake Oil on the Shopping List:How Pseudoscience Ends Up In Your Shopping Cart with Dr Rebecca Wismeg-Kammerlander for Skeptics in the Pub - Online took a deep(ish) dive into the subject and offered some history and some, if not many, solutions.
De Wismeg-Kammerlander is an Austrian Studies Scholar, a Visiting Research Fellow at King's College London, and, perhaps most pertinently to last night's talk, a marketing executive. She was informed, articulate, engaging, and if her talk slightly exceeded its allotted forty five minute duration then that wasn't a problem. If anything, it could have gone on a bit longer (though, with a toilet break).
She started by taking a look at consumer culture itself. Who buys what and for what reason? People buy things not just out of necessity but to reflect their social values, their identities, and their status in society. They express needs and desires via the medium of gift giving and often the stories of our relationships, both personal and professional, can be told through what we buy for ourselves and what we gift others.
To underline this point, the doc presented us with images of two different people. A young, slim, and attractive man in a rather nice black suit and a young, attractive woman (us old farts are so rarely catered for in these infographics, I'm only a poster boy for high blood pressure these days, Omron's calender guy) in pink jeans and a bright green t-shirt. Next another screen populated with various consumer items and we were asked to guess which of the two people would buy which goods.
It was, of course, easy. The purple headphones, the 'whimsical' shower gel, and the brightly coloured Fjallraven Kanken backpack would look unusual in the shopping trolley of the GQ poster boy and the darkly packaged grooming products, black Bang & Olufsen headphones, and protein yoghurt didn't seem the sort of thing a girl dressed as if ready to present a show on CBeebies would buy. Incidentally, on the yoghurt front, there seems to be a trend in America of late for 'broghurt'. Yoghurt for men. Because, of course we all know, that yoghurt is inherently feminine.
Getting into the gender issues would be a whole other blog but it's clear that consumer goods are marketed to people based on age, lifestyle, and, yes, gender. Prominent media theorist Wolfgang Ullrich has it that we like to buy goods that flatter us as their owners and support our attitudes. Not just cars and clothes but more everyday items like toothbrushes and shower gels. These all become 'identity goods'. Though looking at my slightly threadbare toothbrush I wonder what this says about my own identity!
Ullrich posits that modern design and marketing have elevated quotidian consumer goods to the level, almost, of high art. They unlock memories, transform identities, and offer us future perspectives. Which does, admittedly, sound pretty hi-falutin' but I think there's a kernel of truth in his theory. Something to work with.
Consumer culture is, I think, central to the lives of the vast majority of us and if this is the case then what role does 'snake oil', woo, pseudoscience, call it what you want, play and why? Individual reasons for purchasing bullshit goods may relate to personal circumstances. Those that are distressed or suffering are easily targeted. If you're looking for hope and there seems to be none anywhere else, you will clutch at what you're offered. That's perfectly understandable.
Often not just the potential customers but the actual sellers are ignorant as to what they're selling and how efficacious the product is as regards the claims its creators make for it. Again, that's understandable. People lead busy, stressful, lives and they don't always have time to research every single thing in great detail. It's easy to be taken in by a charismatic sales person or someone of enviable status. If somebody looks as if a product has served them well, then why wouldn't it serve you well? Some people build parasocial relationships with sales people, imagining them almost to be friends when they are, in fact, anything but.
But more importantly than these individual motivations and decisions, there are systemic reasons for how woo ends up on supermarket shelves and, perhaps, in your bathroom cabinet. Author of The Brand Gap, Marty Neumeier theorises that "a brand is not what you say it is. It's what they say it is". Brand identities are constructed around purpose, personality, perception, positioning, and promotion.
In Germany, there are two brands of cough mixture. Bronchicum is reasonably effective (as much as a cough mixture can be, coughs can't be cured but the sore throats can at least be mitigated against) while Monapax is essentially useless nonsense. But Monapax has almost directly copied Bronchicum's design right down to the font. They've changed the colour scheme. Perhaps to avoid legal action.
This is one small example of a much wider phenomenon called the 'halo effect' in which one product, or it could apply to people as well, seeks to bask in another product's good reputation and success. In the UK, we have Neal's Yard Remedies whose advertising is designed to either overtly or subliminally seduce us into being attracted to the product. Because hey, spoiler alert, that's what advertising does!
Neal's Yard Remedies' advertising features super modern Scandinavian looking furniture, nice neutral colours that don't strain the eye, buzz words - "organic", "gut", "natural" over and over, and lots of their products come in aesthetically pleasing little blue bottles. Often companies like this will use photos of young, blonde, attractive women in their promotional material and if they can get them to wear a lab coat and lab glasses all the better. Science is sexy and if you buy these supposedly scientific, but also natural - did we mention natural?, products you can be sexy too.
Fonts (back to them) are often enough on their own to convince of something's worth and efficiency (Weleda have long used the Waldorf font - seemingly undeterred that it comes from a wholly racist organisation, Rudolf Steiner's anthroposophy movement) and where products are placed, and in which shops, is also a factor. If you were to see a products in Boots you would assume that it's reliable and trustworthy. If you were to see the same product in a shop that also sold healing crystals and dreamcatchers you would, I would hope, have serious doubts.
Given the time and inclination, we could all be more thorough when making purchases but life's not like that. We're often in a rush, we need something urgently, we've got a train to catch, kids to pick up from school, social appointments to keep. That's not to say more consumer literacy wouldn't be helpful. The ability to 'read' products and brands, to use critical thinking to help us make more informed decisions.
Dr Wismeg-Kallermander suggested we should ask some questions before we make a purchase of a product with scientific claims to its name. What does the design and language tell us about the product? Do I know enough about the manufacturer? And, I think this may be the most important one, who is selling this product and why?
I'm not 100% certain I'll take all of that advice with me going forward but it's still good to have and Dr Wismeg-Kallermander provided a really interesting and useful talk that veered off into some subjects (Plato, Red Bull, Manufactum, IKEA shark plushies, King Charles III, Coca-Cola, witchcraft, homeopathy, Colin the Caterpillar cakes, cowhorns stuffed with shit and buried according to moon cycles, and barcodes that give off negative energy which may result in demonic possession!) that I've not been able to shoehorn into this blog and for that I thank her as well as host Brian Eggo (from the Glasgow chapter of the Skeptics movement), and Skeptics in the Pub - Online for another fascinating evening spent in my own front room.
A Q&A touched on Unilever, Jaffa Cakes, Nestle, Johnson & Johnson, The Lynx effect (it doesn't work, I can tell you from bitter personal experience), setting fire to Teslas (but only with the owner's permission), and the Advertising Standards Authority ("tenacious but toothless" according to Eggo), and the hopeful overthrow of capitalism in its entirety as well as an appearance by the doc's two pets dogs Cissy and Roxy but I'll leave you with one obscure factual titbit.
A law has been passed in Chile in which the Pringles mascot, a heavily moustachioed cartoon man called Julius Pringles, has been banned and all tubes of Pringles now feature an empty space where his face once was. I'm not sure how effective that will be in stopping children wanting their parents to buy Pringles but maybe it'd be an idea if we had a law that banned false and mendacious scientific claims from the packaging of goods in the UK too. My "gut" feeling is it might be worth a try. Or maybe we should all just get down to our local branch of Shamansbury's and stock up on some owl beaks.