It's Not You - It's The System: Exposing The Commercial Determinants of Health with Lewis Bird

"Must Listen for Everyone Working in or On Individual Change projects or Campaigns"

Is blaming “individual willpower”  one of the industry’s most successful PR tactics.Why do our environments make the healthy choice so hard? And who profits when they do?

In this powerful episode of the Behaviour Change Marketing Bootcamp Podcast, Ruth Dale sits down with Louis Bird, Principal in Public Health and national obstacle-course racer, to unpack the commercial determinants of health and what they mean for the everyday choices we think we’re making freely.

Louis explains how industries like food, alcohol, tobacco, and fossil fuels shape our behaviour, our environments, and ultimately our health; often without us realising.

And what you can do it about it at Local Authority level.

This conversation shines a light on how power, profit and public health collide.

But all is not lost. Louis shares his work in Swindon with tips on what you can do too.

If you work in public health, health marketing, or behavioural science, this episode will change how you see your town, your life and the choices you make. 

Quote from Lewis

“When profit depends on harm, it’s not personal choice -  it’s structural design.”

Useful Links

Transport for London - Food Advertising Regulations - NIHR Impact Study  - Easy Read