“…Given increasing child and adult obesity, the need for allocation of public health resources to improve dietary and physical activity habits is undisputed. However, these data 1 , 4 indicate that efforts should be directed to the hard‐to‐reach group, young adults, to prevent weight gain at this point. This will pose considerable challenges, because this group has minimal contact with health services, and perceives the threat of chronic illness as irrelevant.…”