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During the marathon days of the past Coachellaone of the most important music festivals in the world where, paradoxically, music is the least important thing, an image caused a certain sensation on social networks: the total absence of lines at the food stalls. To the plethora of content generated by the festival, a showcase for social networks where only the show by Niece Carpenter and the revival by Justin Bieber caught some attention strictly musically, we had to add the “get ready with me” on Instagram and the usual parade of looks themed, generally quite unsuitable for the Californian desert. In the background a silent revolution was brewing. Because within this hyperaesthetic ecosystem there was a shadow. In the videos of many influencers and tiktokers We were able to observe a scene repeated day after day: non-existent queues to get food (even when it’s free), facing crowded lines to buy sunglasses or other accessories. For many, the reason was obvious: Ozempic. We can interpret it from irony or, on the contrary, as a clear cultural symptom that is deeper and difficult to ignore. Because, if something seems evident, it is that, in a festival where consuming aesthetics is much more important than consuming food, the Ozempic era has found its best showcase. Less hunger = less business Anyone who’s been to a festival, especially in recent times, knows what it’s like. Until recently we went with our eyes closed and our wallets open, assuming that, in addition to the increasing price of admission, we had to pay absurd amounts for a cold burger or a pad thai stale at Michelin star price. We got into the game and no one was surprised by the exorbitant prices, those 20 euros on average per plate were part of the ritual of the festival experience; but something has started to change at Coachella. To get an idea of ​​the importance of this change: the economic volume of its gastronomic industry covers more than 100 positions. Ozempic and derivatives are completely redefining the cultural codes of the last decade. Starting from the basis that each person does with their body what they consider, it is true that we were already noticing in red carpets and derivatives that curves are beginning to go out of fashion; with bloody examples because they are carried out by former standard-bearers of the movement curvy. Actresses and artists like Rebel Wilson, Barbie Ferreira either Meghan Trainor show a change in their figure that advances from photocall in photocall. Little by little this permeates society; and also leaves a side effect that someone may consider unexpected. It is not only transforming bodies but also habits and, among them, our relationship with food in spaces of mass leisure. This change in the psychological relationship that we establish with food and the hunger-suppressing effect means that this character is eliminated from the equation. hedonist and impulsive. If the desire for food ceases to exist, the key turn occurs. For years festivals were governed by a simple rule: the economic margin is not so much in the entrance, but rather in everything that happens inside. In this mechanism, food is a key element with these inflated prices, encouraging impulsive decisions in marathon days that invite consumption. This is where Ozempic has broken the model at Coachella, fully attacking that impulse. In this showcase where it seems that eating is “annoying,” a drug that controls hunger is not useful, but rather more than consistent with the environment. And yes, Coachella may not be the Cruilla or the Arenal Soundbut on a large scale what is at stake is not only what the companies can bill food trucks. What is relevant is something deeper: in an environment where excess was part of the festival attraction, a model is now beginning to prevail where control, especially of the body and image, redefines spaces designed for the opposite. Ozempic and the end of hunger The impact of this medication is such that we are no longer talking about a health phenomenon, but rather a cultural phenomenon. What began as a diabetes medication, later converted into a weight loss solution, is no longer the beauty secret of the celebrities. The pharmacological equivalent of “drinking a lot of water and sleeping eight hours” has spread with universal consumption, and with this it not only transforms bodies with their corresponding physical consequencesalso behaviors. What began as a resource for the elite is now heading towards a more affordable distribution and on a large scale. Because we are not talking about a diet, but about something much more radical, deactivating one of the most basic impulses of human behavior on a large scale, and the data begins to reflect that change. At a global level, about 46 million of people already use these medications. In the United States, the number of people without diabetes who start treatment with these drugs has grown more than 700% in just four years. Today, around 12% of adults use them, with annual growth close to 30%. This impact does not remain only in the body and, if we transfer it to the context at hand, we see that it is directly reflected in consumption; These users spend 31% less on food and drink, especially on everything associated with whim and impulse (snacks, chocolate, etc.). In Spain the trend points in the same direction, approximately 6% of households are already consumers of these treatments, thus representing an expense of 5.4 billion euros annually in food and beverages. And, again, the most relevant thing is not what you spend, but on what: this hedonistic consumption falls and basic and functional products increase. With these numbers it is logical that the conversation of “surely he has lost weight thanks to Ozempic” does not die, but it is no longer limited to celebrities like Oprah, Kelly Clarkson or the native Ibai Llanos. The same statement now slips and extends to much closer environments such as the office, the … Read more