Energy drinks may seem like the ideal drink for getting energized, but is it? In 2011, an eighteen year old boy was taken to the hospital due to sudden heart arrhythmia after drinking eight 16-ounce cans of Rockstar in a couple of days- and this is just one example concerning the negative health impacts energy drinks may have.The energy drink market is growing at a fast rate and has been successful, but markets must consider such ethical issues when marketing.

This is what I saw at a convenient store in Japan last summer.

It basically says to drink Red Bull whenever, and that its ingredients will do wonders to you. It mentions nowhere about the dangers of consuming its main ingredients-excessive caffeine and sugar- even though there are many reports that prove this.

In Japan, energy drinks sit next to bottles of Coke and tea because they came in the market as “carbonated drinks” instead of getting permission as “quasi-drugs.”  This is because the quasi-drug industry in Japan had dominant drinks and made it difficult for other markets such as Red Bull to enter. By looking at these advertisements, it seems that it is not entirely the consumers’ responsibility for the consequences but also the industry itself and the stores that sell them.

The market targets the young generation who are constantly busy and ready to get energized. How could marketing improve for vulnerable consumers such as themselves? More specific labeling, clearer explanations on the effects, classification as quasi-drugs, age restrictions…some countries such as France even ban energy drinks.

Yes if the industry considered these ethics, it may not have grown as fast. However, it may have had more respect, and trust from more people across the world. Which would the market be better off in the future?

sources: http://www.marksdailyapple.com/the-dope-on-energy-drinks/#axzz2INixAmBJhttp://bbtuniv.blog.fc2.com/blog-entry-73.html