In 2021, Pinterest updated its ad policy and prohibited weight loss language, imagery, and ads on its platform. In 2022, they analyzed the effect of this decision and found a 20 decrease in global searches for “weight loss” on a year-on-year basis. The platform also registered a spike in searches for healthy lifestyle and mindset choices like “quick and healthy meals,” “emotional awareness,” “positive quotes lock screen,” etc. It’s a small example, but it effectively conveys the “massive shift” from the “Eurocentric” parameters of beauty and fitness to real natural ones. However, apart from aesthetics, there are several other sides to this new definition of self-acceptance and how it is changing the value chain dynamics for several sectors. Let’s unfold them through body neutrality.
What Is Body Neutrality?
Body neutrality gives a deeper and more meaningful touch to self-acceptance as it shifts the focus from an appearance-based approach to a subtle and respectful perspective. It is a step up from the body positivity that paves the way to a very black-and-white mindset, i.e., if you can’t love yourself, you must resort to hate. Au contraire, in body neutrality, the primary focus remains on appreciating your body for what it does and showing it unconditional respect and acceptance. It is gaining traction worldwide for its refreshing sustainability and relatability. Most importantly, it is more inclusive and doesn’t alienate people based on their sexuality, anatomy, or lifestyle choices. As consumers rapidly internalize this approach, marketers and businesses must recognize the need to synchronize their product lines and marketing efforts with it.
The Impact
Social: In the last few years, body image has emerged as a significant global concern. The effect of superficial weight and appearance-based perceptions is everlasting on the masses’ mental and physical health. The degree and manner of concern may vary in a cultural context, but body dissatisfaction, eating disorders, and self-image are consistent across all bottom lines. Several other factors, like hyper-visual culture, unrealistic goals set by digital influencers, faulty BMI index, etc., have acted as catchall proxies for people’s nutritional, health, and body fat status worldwide. Body image concerns were more severe in minoritized sections of society that range from females to transgender, queers, homosexuals, and those with different ethnic or racial backgrounds.
Body neutrality can resolve most of these problems as it teaches people to be more open to accepting and respecting their bodies for their abilities. On a broader scale, people open to receiving and appreciating themselves rationally will be more open to accepting others for their gender, lifestyle, and sexual orientation. For instance, a 2021 report on transgender reveals that the rate of unemployment and being underpaid is much higher in transgender people than cisgenders. More than half of transgender employees feel isolated and less supported in their workplaces. It’s apparent that the situation is worse in the real world, and one of the most understandable reasons is the high rate of dissatisfaction with oneself. Unbiased acceptance and respect for others become easier when one learns to do the same for self. That’s where the appeal of body neutrality takes center stage.
Categorized Impact
Commercial: Perceptional shifts at consumers’ end have a perpetual effect on B2C markets, and in this case, the contextual effect will be realized heavily by media, retail, food & beverage, cosmetics, and the fitness industry. The media industry has struggled long to break its own Frankenstein practice of unrealistic beauty standards. Other sectors, such as retail, cosmetics, and the fitness industry, have an equal share in the bounty reciprocated by the media’s sense of aesthetics. The wide acceptance and application of body neutrality will push back the idea of cashing end-users’ insecurities by setting new goals for all sectors above. All new objectives align with the shift towards balanced, enjoyable, sustainable living, eating, and appearance patterns. The offerings must focus on the evolved idea of sustenance with a preferred propensity to healthier, comfort, and feel-good-oriented products.
Digital: The credit for deep internalizing superficial aesthetics and fitness standards goes to the digital world. But it is purging itself of this toxic trend. From OTT platforms to video games and now metaverse and extended reality, many are finally moving ahead of objectifying body shapes, sizes, and figures and working to create hyperrealistic avatars based on real natural appearances and figures. The initial response may be poor, but it will move up with exceptional speed in the long run. An early example has been set by Jesse Zhang, who created Angie. This virtual influencer sets a classic example for natural physical features with acne scars and normal skin texture. It neutralizes the point of using widely used filters and editing tools that maintain a fake online appearance.
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Body Neutrality: Early Birds
- The Become Project: A boutique fitness company started by Meyers in 2018 and took a body-neutral approach to exercise. Its workout strategy includes a combination of dance, yoga, and Pilates. The primary objective of this app is to develop a zero-judgment fitness routine. The instructors don’t push people towards six abs or a bikini figure. Instead, leave them free to mend their broken bond with their bodies. The pre-movement “anxious” or “nervous” emotion is transformed into a post-movement “gratitude” and “self-appreciation” feeling.
- Unilever: Pinterest is one of many global brands taking the first step ahead of body positivity. In 2021, Unilever declared it would remove the word ‘normal’ from all its personal care and beauty brands’ advertising and packaging.’ It can be rewritten as ‘Pinterest is one of many global brands taking the first step ahead of body positivity. Next is Unilever, which decided to remove the word ‘normal’ from all its personal care and beauty brands’ advertising and packaging in 2021.
- Asics: Asics’ ‘Dramatic Transformation’ campaign made the brand’s stand clear on a body-neutral approach by letting people understand the positive impact of exercise on mental health instead of how it may improve the overall look and aesthetics. The company revealed that the campaign resulted in a 22% increase in media coverage for mental health compared to its counterparts. The mention of Asics concerning mental health also registered a 57% spike within the first few weeks of the campaign.
- Aerie: In 2014, the American lingerie brand Aerie adopted an honest approach to body neutrality by releasing photos of models with different body shapes and skin types. The idea was to challenge the unrealistic beauty standards of the fashion industry.
Final Words
Body neutrality will play a key role in setting holistic fitness standards that inculcate an ability to stay in the moment and relish natural attributes. It will be the key to answering the psychological mess created by an appearance-obsessed culture and helping mend the broken bonds between mind and body. Businesses related to nutrition, weight, aesthetics, and body image need to take heed before they lose consumers’ trust and loyalty, along with revenues and profit figures.
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