If having more energy and extending your longevity isn't enough incentive, perhaps a little mullah could get your rear in gear. Mayor Gianluca Buonanno is offering residents in the Italian town of Varallo Sesia a major cash incentive to help win the battle of the bulge. After his own son called him “big belly,†Buonanno decided to shape up once and for all, and is asking his citizens to join him. He's offering 50 Euros to those who can drop 6lbs in a month, and additional 100 Euros for those who keep it off for five months. In order to be eligible, residents must first bring in a doctor's certificate declaring them overweight.
That's kind of discrimination in a way. Those who need to gain weight should be offered the same incentive. While half the media is focused on the obesity epidemic, the other half is concerned over too-thin models being poor role models for young girls. Oh the paradoxes of our world.
Fit For Funds
Italian Mayor Pays Citizens To Shed Pounds
Trend Themes
1. Weight Loss Incentives - The trend of offering cash incentives for weight loss provides an opportunity for businesses to create innovative products and services to support individuals in achieving and maintaining a healthy weight.
2. Personalized Health Programs - The trend of using doctor's certificates to determine eligibility for incentives opens up avenues for companies to develop personalized health programs that assess individual needs and provide tailored solutions for weight management.
3. Public-private Partnerships - The trend of municipal initiatives, like Mayor Buonanno's program, presents an opportunity for collaboration between government entities and private businesses to create comprehensive wellness programs that benefit both citizens and the local economy.
Industry Implications
1. Health and Wellness - The health and wellness industry can capitalize on the trend of weight loss incentives by offering innovative products and services that help individuals achieve their weight loss goals and maintain a healthy lifestyle.
2. Digital Health Technology - The digital health technology industry has the opportunity to develop apps, wearables, and devices that track and monitor weight loss progress, providing real-time feedback and motivation to participants of incentive programs.
3. Nutrition and Fitness - The nutrition and fitness industry can create specialized meal plans, exercise programs, and coaching services tailored to individuals participating in weight loss incentive programs.