Anyone who wants to rely on authentic representation as a brand or influencer should also deal with body inclusiveness. But the body positivity movement is hardly present in the German media landscape – despite great interest from users.
The body positivity movement has massively gained in importance in recent years. There are now more than 15 million posts on Instagram under the hashtag #bodypositive. The increased interest in authentic and inclusive representation also comes Influence and brands more and more.
Despite this positive development, there is still a lot of catching up to do in Germany when it comes to body positivity and body inclusivity in the media landscape. this shows a study by the sporting goods manufacturer Reebokwhich examined the state of the body positivity movement in different countries. We have summarized the most important results below and explain why it is worthwhile for advertisers to rely on body positivity.
Looking for “real” influencers
According to Body Transformation Coach Jenna Rigby, those who want to keep up with the times should focus on diversity and work with models who represent the diversity of society. The fitness industry in particular is under increasing pressure to prove inclusiveness. Nowadays people are looking for “real” influencers. Rigby explained:
Body positivity rejects the assumption that one size is more attractive than another and has recently generated strong emotions about the way brands, especially women, market.
Great Britain leads the way
Great Britain is particularly successful in conveying body positivity content, with a high proportion of body positivity topics in media coverage. In second place is the USA, which records a total of 326,710 monthly Google searches for body inclusive terms. It seems that Germany still has a lot of catching up to do and only comes in tenth place. In this country there were only 342 articles on body inclusion last year – compared to 4,245 in Great Britain.
Hardly any influencer posts on body inclusivity – despite great interest
When it comes to posts by fitness influencers on the subject of body inclusivity, Great Britain is right at the front with a share of 8.37 percent. In Germany the proportion is only 0.54 percent.
That is why body positivity campaigns are successful
In particular in Nowadays, influencer marketing should increasingly focus on real representation and inclusion. Because more and more users want authentic Content. This is also demonstrated by the success of the Aerie clothing group’s #AerieReal body positivity campaign.
Several studies showthat, according to various body-inclusive Aerie Ads, women not only felt more comfortable in their own bodies, but also developed a more positive image of the brand and were more inclined to support the group. Nevertheless, some women also expressed criticism of the still limited representation of various bodies. There were also doubts about the authenticity of the campaign. Because there is no question that turnover also plays a role in body positivity campaigns.
Brands should address the issue of body inclusivity extensively rather than just picking up on the topic for popularity. Because body-inclusive advertising is not only promising financially, but also psychologically. A recent study shows that women’s mood and self-esteem improved according to body-inclusive ads from the brands Aerie and Dove. According to a Victoria’s Secret campaign, however, it deteriorated.
Win-win situation for brands and customers
The success of body positivity campaigns and the great interest shown by users raise the question of why the subject of body inclusivity is still rarely addressed in Germany. Both influencers and brands, especially in the fitness and fashion sectors, can benefit from dealing with the topic. Because an authentic representation of different bodies in advertising and media is long overdue and desired by many users and customers.