According to the same Financial Times article - Investors Size Up Long-Term Benefits of the Obesity Battle - thematic investors are currently putting their cash into anti-obesity products.
Anything to do with exercise, dieting, sportswear, nutrition and healthy eating is the way forward. If a pharmaceutical company looks set to create a safe and effective diet pill, then they can expect their shares to soar on the stock market.
Should bloggers be doing the same? Probably not in this instance. The prediction is that it's going to take between 25 and 50 years for this particular social scare to take hold.
You would be writing on a subject which isn't guaranteed huge hits until about 2037.
By then, eating anything sugary in public will elicit loud tuts and censure. Your flab will make you a social pariah. Giving lollipops to small children will be viewed as abuse. Anyone erroneously learning that Marie Antoinette said, 'Let them eat cake', will equally erroneously interpret it as, 'Let them eat cyanide.'
On the bright side, we'll probably all be dead or too old to worry about it by then. It's a problem for the next two generations. In fact, it's probably our duty to eat a few more eclairs right now, so we can provide all of the cautionary tales for them to recite.
Writing about anti-obesity measures now would certainly be a case of aiming for jam tomorrow. Except that 'jam' will be a swearword.
However this is looking a little too far into the future! Especially when we can't even predict what writing platforms and media will be around then. It would be the equivalent of writing an anti-smoking article in a paper-based magazine in 1987, then expecting it to be making you rich now.