As the Christmas season approaches, we welcome the slower rhythms of winter; a time for warmth, family and friends. Shops and streets are full of colour and celebration, and messages of goodwill are all around us.
But in the midst of the joy, Christmas is also a time when supermarkets and brands ramp up their efforts to influence what we buy. And that matters more than we might think.
‘Food Pushing’ reduces people’s freedom
At GAP Ireland, our work in schools, communities and workplaces reminds us of something behavioural science shows clearly: our choices are shaped far more by our environment than by willpower alone.
Supermarkets are experts at “plate pressuring” or “food pushing”: eye-level treats, emotional messaging, nostalgic adverts and special offers all nudge us to buy more (and often less healthy) food. These pressures are subtle but powerful, shaping choices before we even realise it. And it’s not an exaggeration to say they impact our freedom.
After all: True freedom isn’t just the absence of rules; it’s the ability to choose without being manipulated.
How this connects to our work at GAP Ireland
In our programmes, we help people and communities make more mindful, sustainable choices. We help people discover their power to make a change, and we support people to understand the systems around them, and connect local issues with wider global challenges.
Whether it’s community sustainability work, workplace initiatives, youth workshops or environmental education, the same insight applies: For people to change behaviour, they need knowledge, motivation and opportunities. And in helping people to find those, we have learned that, when environments change, behaviour follows.
Christmas makes this clearer than ever.
What you can do to counter food pushing:
Start by noticing the nudges around you and pausing before picking up items that weren’t on your list.
Share what you learn with friends and family. And when marketing feels manipulative, speak up: You have power, as a consumer, parent or community member.
This awareness is exactly what GAP Ireland’s work is about: helping people understand the systems around them, connect local issues to global challenges through Systems Thinking, and make choices that are intentional, sustainable and in line with their values.