Date of Award
Summer 8-31-2026
Document Type
Open Access Honors Thesis
Degree Name
Bachelor of Science (BS)
Department
Management
Advisor
Jared Poole
Director
Leonard von Morze
Subject Categories
Advertising and Promotion Management | Marketing
Abstract
In the modern U.S. food landscape, the line between indulgence and wellness has nearly disappeared. The booming “better-for-you” dessert industry, owned primarily by multinational giants such as Mondelēz International, PepsiCo, and Mars Inc., reframes high-sugar, high-calorie treats as acts of self-discipline or self-care. This phenomenon is often referred to as “healthwashing” (Tufts Health & Nutrition Letter, 2022), when through verbal and visual language, these companies transform indulgence into moral consumption, inviting consumers to feel virtuous through consumption. Many consumers crave stability and health, but navigate an environment saturated with manipulative design and ambiguous claims. “Better-for-you” branding exploits this gap by appealing to moral aspiration while normalizing dependence on ultra-processed products. Understanding how corporations leverage these vulnerabilities helps to evaluate the ethics of modern marketing and its role in shaping emotional resilience during economic stress.
Recommended Citation
Savrukova, Dariya, "Moralized Indulgence in the Age of Inflation: How “Better-for-You” Dessert Brands Reframe Pleasure as Self-Care" (2026). Honors College Theses. 42.
https://scholarworks.umb.edu/honors_theses/42
Comments
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