The body positivity movement, once hailed as a cultural shift challenging unrealistic beauty standards, appears to be losing momentum, with a resurgence of thinness celebrated in some circles. This shift, particularly visible in Hollywood, is raising concerns about a return to potentially harmful body image ideals, and while the direct financial implications aren’t immediately apparent, the evolving cultural landscape could impact industries ranging from fashion and fitness to healthcare and even consumer spending.
A Shift in Aesthetic
What began as a challenge to anti-fat discrimination and a push for inclusivity is now, according to some observers, being overshadowed by a renewed emphasis on extreme thinness. The change was first noted around , with media reports highlighting a return to “heroin chic” aesthetics and celebrities openly discussing weight loss. This trend has seemingly accelerated into , with actor Jameela Jamil voicing her concerns in November about the increasingly emaciated physiques of her colleagues. Jamil described a concerning aesthetic of emaciation
among women in Hollywood, a statement that quickly went viral.
The focus on body weight has also been fueled by discussions surrounding medications like Ozempic, initially intended for diabetes management, but increasingly used for weight loss. While the health implications of such practices are debated, the cultural impact is becoming increasingly visible. The bodies of actors Ariana Grande and Cynthia Erivo, both starring in the upcoming film Wicked, have recently been subject to intense public scrutiny, prompting Grande to condemn such attention.
Body Image and Physical Activity
The connection between body image and physical activity is complex. Research suggests that a negative body image can be a barrier to exercise participation. Individuals with more negative perceptions of their bodies and higher levels of anxiety are less likely to engage in physical activity. This dynamic is particularly relevant given the fitness industry’s ongoing efforts to attract and retain customers. A scoping review highlighted a link between negative body image and exercise, noting that appearance-based exercise motivation moderates the relationship between exercise
.
The Gentrification of Body Positivity
The body positivity movement’s trajectory hasn’t been without its critics. Some scholars argue that the movement has been gentrified by white-centered politics
, co-opting its original intent and diluting its message. This critique stems from the movement’s roots in Black feminist thought and its initial focus on challenging systemic oppression based on body size. The movement, intended to challenge body-related oppressions within physical cultures and fitness industries, has faced accusations of being appropriated and losing its original focus.
A critical exploration of the movement, published in October , identified several themes within its representation on Instagram, including Disclosure-Privilege of Body-Related Journeys
, The Absent-Present
, Consuming Positivity
, and Disrupting Normative Body Positivity Posts
. These themes suggest a complex and often contradictory landscape within the movement itself.
Potential Economic Implications
While a direct financial impact is difficult to quantify, the shift in body image ideals could have several economic consequences. The fashion industry, for example, may see a renewed demand for smaller sizes, potentially impacting inventory management and production costs. The fitness industry could face challenges in marketing to a broader range of body types if the prevailing aesthetic favors extreme thinness.
the increased focus on weight loss and body modification could drive demand for related products and services, including weight loss programs, cosmetic procedures, and pharmaceuticals. However, this demand could also be accompanied by increased scrutiny from regulators and consumer advocacy groups regarding the safety and efficacy of such offerings.
The emphasis on achieving a specific body type could also contribute to increased rates of eating disorders and body dysmorphia, leading to higher healthcare costs. The link between negative body image and reduced exercise participation could also have long-term health consequences, further straining healthcare systems.
Uncertain Future
As of , the future of the body positivity movement remains uncertain. While it hasn’t disappeared entirely, the resurgence of thinness as a cultural ideal presents a significant challenge. The Glamour article published in December notes that we don’t know why other people gain or lose weight, and we know even less about what (if any) bearing their weight has on their health
. Whether the movement can regain its original momentum and continue to advocate for inclusivity remains to be seen. For businesses, monitoring these evolving cultural trends will be crucial for adapting to changing consumer preferences and navigating potential risks and opportunities.
