Thread by @BuzzFeedNews

Noom, the weight loss app that claims to rely on science and psychology, is trying to reinvent the diet industry – but it may not be that much different than other diets. buzzfeednews.com/article/scaach…

Noom ads feature a lot of men, and the app seems to have a higher percentage of male users than others in its category.

(When asked, Noom would not confirm their user demographics.) buzzfeednews.com/article/scaach…

When @scaachi Googled “diets for men,” Noom was right at the top, promising to change your life in just 16 weeks.

Unlike wellness and diet programs marketed to women, the app presents itself as rooted in science and leans on psychological tools to help its users.

@Scaachi The way Noom sees it, cravings and caloric needs beyond its guidelines are compulsions that your mind can crush.

But what anti-diet nutritionists and therapists see are the same old diet culture rules, just wrapped up differently. buzzfeednews.com/article/scaach…

Men make up about a quarter to a third of eating disorder cases. Many of them rarely get into treatment. buzzfeednews.com/article/scaach…

For Noom and its competitors, men may be an important market because women are starting to diet less. buzzfeednews.com/article/scaach…

The app might also speak to men because they are traditionally not very practiced in talking about their feelings, especially around food, and Noom seemingly provides a space to do so, or at least think about food a little differently. buzzfeednews.com/article/scaach…

As with other diets, it seems inevitable that many users will fail Noom’s program.

“They’re telling you it could be mind over matter, but it’s not possible,” said nutrition therapist Elyse Resch. buzzfeednews.com/article/scaach…

If you’re dealing with an eating disorder and need someone to talk to, the National Eating Disorders Association helpline is 1-800-931-2237; for 24/7 crisis support, text “NEDA” to 741741.