How not eating is the new fancy eating, ET BrandEquity


<p>Representative AI Generated Image</p>
Representative AI Generated Image

The era of performance fasting is upon us. What used to be a private, stomach-growling affair is now the subject of social media announcements and smug declarations at dinner parties. ‘Oh, I don’t do meals.’ You see, digestion is for the masses. And never mind the quick, out-of-view nibbles on kale chips in the kitchen or bathroom. This ‘I-don’t-eat’ trend isn’t about being thin. It’s pure anti-eating, a personality choice. The same folks lamenting food waste on social media will let perfectly good meals go to waste by not eating them. Unless they cater to the other growing trend: dinnerless dinners, where friends congregate – just like in any usual gathering, but minus any food, or even snacks.Eating together has traditionally been a great social binder. But with everyone posting pics of their khana and a thousand food blogs washing up every second on social media shores, an anti-food phenom was bound to happen. In Franz Kafka’s poignant short story, ‘The Hunger Artist’, everyone comes to marvel at a person who continuously fasts inside a cage. But, finally, he spills the beans: he doesn’t eat because ‘I couldn’t find food which I enjoyed. If I had found that, believe me, I would not have made a spectacle of myself and would have eaten to my heart’s content, like you and everyone else.’ So, to be content, by eating or not eating, is all.

  • Published On Mar 10, 2025 at 10:03 AM IST

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