I think that part of the reason for the "big is beautiful" campaign is that people have given up on dieting and are as such looking for coping mechanism, and some of that is the fault of Big Diet. Though only a small fraction of the population, the fact is that the vast majority of people have tried to get fit, usually on multiple occasions, and failed. They're tired of the false promises, the false hope, and the lost time. Meanwhile, the slimness culture also needs to be undermined, as we have 5-10% of teenagers in the USA who are either anorexic or taking anabolic steroids.
There are vast promises out there on weight loss. These are problematic and will lead to people being discouraged in the long run. I discuss three:
1) You can go to your pharmacy and find dozens-to-hundreds of bogus supplements. If those supplements actually had medicinal properties, they would likely have side effects as well, for example yohibimbine and ephedra. Back in the early 2000s, bodybuilders were promoting ECA stacks for fat loss, but this was made illegal due to nasty side effects, I think that they were related to heart issues. However, most supplements do nothing, they're just a waste of money.
2) The false promise of "Eat less, move more" promoted by industries like Jenny Craig. The standard advice for weight loss is to cut your portion sizes at meals, and do more cardio exercise, it's all about the failed caloric model. The vast majority of the population has tried this. The problem? It doesn't work. It does work in the short-term, but the body quickly adapts and lowers metabolism rather than cutting further body fat. People get discouraged. They often end up larger than when they started due to the metabolic adaptation. Moreover, this requires a lot of willpower. If you need to lose 50 lbs, you'll have to keep this up for 25 weeks -- good f***ing luck. You won't have the willpower, and in any case your metabolism will crash. The metabolic crash was recently demonstrated in a study of contestants of the biggest loser. The more weight they loss following standard advice, the harder their metabolism crashed.
3) Youtube weightlifters understating how easy exercise is. They'll often say phrases like "if it's a priority, you make time," or "I only spend 45 minutes at the gym at a time". Both phrases are delusional. For the first one, a lot of people genuinely don't have time, either because they have kids, they take hard courses, they spend a lot of time in traffic. My sister spends 2 hours a day driving her husband is currently sick, and has two kids younger than 4 -- people like her don't have time to go the gym three to six times a week. Secondly, the gym takes a lot more than 45 minutes. It's not just the length of your workout, you need to go to and from the gym, you need to change into and out of your gym clothes, you need to follow it up with an additional shower, and you need a post-workout snack. Depending on your context, the 45 minutes can add up to 2 hours. They should be honest. If you want a genuine improvement in your physical health, you'll need to make a genuine and sustained effort. It will not be easy.
Meanwhile, there is a lot of dishonesty from the industry as to obesity. Some of you have dismissed being fat as unhealthy -- but the data on health and subcutaneous fat is actually not that convincing. It's abdominal/visceral/organ fat that seems to have a lot of bad properties. Fat in the liver screws up your cholesterol production. Fat in the pancreas screws up your insulin production. And so on. But organ fat is actually aesthetically neutral. It's subcutaneous fat which fashion expects us to reduce.