Bristol Waste are running a “slim my waste” campaign to encourage people to use separate food waste bins. On every wheelie bin, bright yellow stickers read “I’m on a no food diet” and tape measure style “slim my waste” stickers are wrapped around the middle section. A funny play on words? Not for the 1.6 million people affected by eating disorders in the UK. I’m all for food composting, but there must be better ways to do it than supporting toxic diet culture.
In a world where one in four 7-year-old girls have tried to lose weight at least once, it’s imperative that companies promote themselves responsibly. It’s reported that 70% of women have felt pressure from TV and magazines to have the perfect body. And it’s not just girls - 60% of people say they feel ashamed of how they look. Imagine having to walk past a line of wheelie bins, all decorated with tape measures, and having the words “slim my waste” stuck in your mind for the rest of the day.
After spotting a full page Bristol Waste advert on the back of The Spark (now run by Bristol 247) with the slogan “have you slimmed your waste yet?’ I decided to tweet Bristol Waste.
Their reply suggested other people had flagged it up as an issue too, and this was a copy-and-paste response. What they're effectively saying is “that wasn’t what we intended” and dismissing it as a problem because they don't think it affects people. Well, it does. Multiple people are telling them this. It is arrogant, irresponsible and unprofessional to dismiss it.
These bins are yet another thing people have to walk past every day demanding them to be thinner. Britain’s diet industry is worth billions of pounds - they profit off making people feel ashamed of their bodies. They tell us that beauty and health means being thin, which is simply not true. Healthy bodies come in all shapes and sizes. The diet industry need us to hate our bodies and aspire to be ‘perfect’ otherwise they wouldn’t make any money.
“Being sold the message of dieting can produce drastic dieting which can lead to eating disorders. Getting rid of dieting could wipe out at least 70% of eating disorders.” Dr Adrienne Key, Royal College of Psychiatrists.
Many people live with guilt and shame around food every day. Many struggle to feel worthy as a person because they’re not thin. They’re bombarded with digitally altered images, Slimming World leaflets through their front doors, adverts for gym memberships and diet pills, the voices of bullies on the street or on the bus. Every time they walk past one of these wheelie bins they’ll be reminded of how they’re not good enough. Bristol Waste is only a tiny part of this bigger cultural problem, but that doesn’t mean they can’t do something about it. To say these slogans are just a bit of fun is to completely deny somebody else’s struggle.
It’s never just a funny play on words. Slimming world use “syns” to describe treat foods because they know, psychologically, it won’t make any difference how the word is spelled. The word has the same effect in the mind - guilt and shame - the very thing that brings them more money.
I appreciate that Bristol Waste are trying to help us recycle and help save the environment. The funny face stickers for the food waste bins are fun and a great idea. However, the unwillingness to recognize the potential damage of the “slim my waist” stickers shows a complete lack of empathy towards another (large) group of people’s perspective. To deny the problem is to sit in a position of privilege and say “well, it doesn’t affect me”. Positive body image is integral to emotional and mental well-being and it’s crucial that companies and advertisers think carefully and take responsibility for their actions to help make a positive change for the future.