The Pleasure Paradox: Why Diet Culture Backfires

Tired of counting calories? A UBC behavioural scientist reveals why culinary pleasure is healthier than willpower. We eat every single day, but we rarely ask what actually drives our cravings. Modern food is engineered for convenience, abundance, and constant stimulation. Yet paradoxically, the more accessible food becomes, the harder it is to genuinely enjoy it — leaving us feeling both less healthy and less satisfied. Enjoyment, sensory experience, and cultural habits quietly dictate how much we eat and how our bodies respond. Dr. Yann Cornil explores the interplay between brain chemistry, physiological cues, and food culture, tackling a provocative question: can pure pleasure actually become your biggest ally in eating healthier? Every Sip Smarter talk includes a 45-minute lecture followed by an open Q&A over drinks. SPEAKER Dr. Yann Cornil is an Associate Professor and Division Chair of the Marketing and Behavioural Science Division at the UBC Sauder School of Business, where he holds the Alumni Professorship in Marketing. With degrees from Sciences Po Lille, HEC Paris, and a PhD from INSEAD, his research explores consumer psychology, sensory perception, and the science of food consumption—investigating how enjoyment and cultural habits can be leveraged to foster healthier eating decisions. "The only thing better than learning is the conversation after"