Pushback

How Four Industries Are Making Us Sick and How We Can Reclaim Control

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A blueprint for how we can collectively build a thriving world, from a leading behavioural scientist

Eat healthily, cut back on alcohol, quit smoking, cycle to work, fly less – we all know what we should be doing. So why don’t we?

The answer is both simple and radical: the world is stacked against us. From the moment we wake up, our decisions are shaped by the shops we visit, the streets we walk, the ads we scroll through. These environments are not neutral. They are designed for our convenience and immediate gratification, and to serve the interests of four industries: tobacco, ultra-processed food, alcohol and fossil fuels.

Together, these industries drive the climate crisis, from greenhouse gas emissions to deforestation, and contribute to at least one in four deaths worldwide. Yet we are told the problem is one of personal responsibility – that with more information, smarter habits or new technologies, we can change our behaviour.

This book challenges those myths. Drawing on decades of cutting-edge science and compelling case studies from around the world, leading behavioural scientist Theresa Marteau explores what actually works, and why those in power keep failing to act on the evidence. From taxing sugary drinks in Mexico to redesigning streets in Paris, from restricting junk food advertising in London to electing more women to office, Marteau shows how proven interventions applied at scale could transform our health and the health of our planet.

Clear-eyed and incisive, this is an inspiring blueprint for how together, citizens and governments can push back against corporate power and build a better, brighter future.

© Theresa Marteau 2027 (P) Penguin Audio 2027

I LOVED this book – the scope is vast, and the ambition extraordinary, but it utterly succeeds at every level. Scholarly and brilliantly readable, it connects the everyday environments and experiences that shape our behaviour with the corporate power that shapes political decisions. From the size of our wine glasses to government lobbying, Theresa Marteau shows how profoundly our lives are influenced by those who profit from the way we eat, drink and travel. But she also shows how we can push back: reclaiming the streets for children, restricting junk food advertising and taking on the tobacco industry. With scientific clarity and infectious determination, Marteau explains what works, what stands in the way and how we can act together. I tore through it because it’s so compelling. You will be left feeling informed, energised and hopeful
Chris van Tulleken

Theresa Marteau has spent decades accumulating evidence on what can bring about more healthy behaviour, and has concluded that educating and exhorting individuals – while popular – just doesn’t work. But the types of government interventions that actually have impact are hindered by policy-makers protecting corporate interests rather than citizens. Her book is a rousing call-to-arms to push back against these malign influences, with a narrative that cracks along, peppered with humour and fascinating personal experiences. It's an extraordinarily valuable read
David Spiegelhalter

About Theresa Marteau

Professor Dame Theresa Marteau is Professor Emerita of Behavioural Science at the University of Cambridge and Honorary Fellow of Christ's College. For more than three decades she has led research on changing everyday behaviours at scale, collaborating with researchers across four continents and advising governments in the UK and France. During the COVID-19 pandemic she served on the UK government's Scientific Advisory Group for Emergencies (SAGE). She was appointed Dame Commander of the Order of the British Empire in 2017 for the impact of her research. She lives in Bloomsbury, but not in a square.

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