In this short presentation, Conner Hughes, Director of BrainChanging, describes the impact that the food industry has on your eating behaviors.
During this presentation you will learn :
• How food stimulates the pleasure centers of your brain.
• “Palatability” -- The key factor in food industry manipulation.
• Why certain foods can become irresistible.
• Why humans are so drawn to fat and sugar.
• How food presentation and marketing stimulate cravings.
In our last post we alluded to the fact that you have three brains and sometimes it is possible for one of your more primitive brains to “hijack” your thinking brain. Unfortunately what this means is that we are not “in control” of ourselves all of the time. If you’re not sure about this then try this simple experiment:
Fast for 24 hours.
Fasting for 24 hours means that you go to bed, wake up the next morning and don’t eat anything until you go back to bed again that night. This might sound pretty easy but give it a try. At first you will feel pretty good about it. You will get through the morning ok and think its no big deal. Around lunchtime you will start to feel pretty tired and maybe a bit agitated. Then in the late afternoon/early evening your going to really want something to eat, but you tell yourself that you can make it through. Around dinner time is when the real fun begins though. You start to get thoughts in your head… “Is this safe?”…. “Has anybody ever DIED from this before?” ….“I feel really bad, I should eat something, just in case….”. Just in case what? That you will die? As irrational as it may seem, thought’s like these will actually enter your mind as you go though this process. Logically you know that fasting for 24 hours is totally safe, you are not going to die and nothing will happen to you. So where on earth are these thoughts coming from?
Enter Your Reptilian Brain.
Your reptilian brain is your biggest friend. Without it you would be in big trouble. It is responsible for running the background show and keeping you safe. Its main concern is survival and it knows that your immediate needs are oxygen, water, sleep and food.
If you go a certain period of time without one of these elements you will die. Oxygen is the most obvious, a few minutes without it and you are dead. Sleep and water have about the same time frame. About 10-14 days without one of these and you can not survive.
Food works a little bit differently in your brain. Not only is food important right now but also tomorrow and the next day and for the rest of your life. You see air and sleep are easy to come by in terms of your brains thinking – oxygen is available in the atmosphere and you can sleep almost anytime you want. In fact it is very difficult to die from sleep deprivation because your brian will just make you fall asleep. Next in line is water and unless you are stranded in the ocean or the desert you should be ok. Also once you find water all you have to do then is drink it, there is no hunting, killing and preparing involved. Out of the four elements we need for survival, food is by far the least available in terms of our brains hard-wiring. This means ensuring that you have food in the future is a HUGE priority for your brain.
In order to fully appreciate how our reptilian brian works we need to take a quick look back on the history of human evolution. It has taken millions of years for our species to become what we are today. Evolutionary changes happen over long period of time so we can say that the body and mind that we have now are very similar to that of a humans hundreds and even thousands of years ago. The point being that we have not evolved in this “short” period of time.
Now lets take a look at the evolution of our society. Things are a lot different today than they were even a hundred years ago. We now have food on demand. In terms of evolution then, we are way behind. Our reptilian brain still thinks that we are hunter-gatheres. It still thinks that food is hard to come by and that we need to constantly worry when our next meal is going to come. It doesn’t understand that we have 7-11’s and fast food chains outside our front door. Its primary objective will always be survival so if it knows that there is food available then it is going to say “EAT IT”. This leads to massive overeating and a lot of weight gain.
In order to prevent yourself from over-eating and constantly thinking about food you need to tame your reptilian brain. You must communicate to it that you are safe and that it doesn’t need to worry about food because you have food available. Remember your reptilian brain is your friend, not your enemy, so lets work with it to achieve your goals.