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Actually 40 years ago a higher percentage of Americans were "overweight," so it's unlikely it would seem more obvious then vs now. The difference is that now many more people are obese, but being obese is fairly noticeable unlike being overweight.
The percentage of people who are in the just-above-normal category of "overweight" has remained very steady and within a narrow band over the years, i.e., it's been consistently between roughly 31-34% for almost seven decades. It was 32.9% last year. That's why in my comment I noted that the real concerning thing about the study isn't really the amount of people who are overweight; it's the amount of people who are obese and morbidly obese.
Maybe...but two things:
If the number of obese people is lower, then what are the people who aren't mildly overweight? They are healthy weight. So even if the percentage of mildly overweight people stay the same, the day to day comparison is with a bigger group of healthy weight people, so they probably were more recognizably overweight.
Secondly, with less really obese people you wouldn't get desensitized to seeing fat all the time, which makes mildly overweight people seem more normal. Somebody with a BMI of 26 and about 15lbs overweight would have been more likely to be described as "plump" or "husky" back then. But when crowds are full of people that are 50+ lbs overweight, that 26 BMI seems downright healthy.
This is all speculation. I can't remember how I perceived overweight vs obese people back in the 80's.
Well, you may be right. I'm not going to try to divine cultural sentiment from 40 years ago or whatever. I just think the study collapsing a relatively stable category (people who are "overweight") with people who are obese and morbidly obese kind of hides the news. Sure, it makes for a splashier headline "75%!!" But the increase in obesity and morbid obesity is actually more dramatic when the "overweight" category is taken out of the focus.