Big name brands Levi Jeans, Dove and now Nike are starting to realize that it is getting harder to sell the idea of self-improvement. They are now taking a new approach to advertising; self-acceptance. It seems that making people feel good about themselves works better for business than making them feel like dregs to society's standards; who woulda thunk it?
I for one am on the slim side- the very slim side. Regardless, I can fully appreciate campaigns that appreciate woman for looking the way they do. Especially Levi's new Curve ID campaign, which bases itself on "Embracing Your Shape", whether you lack one or have more than you could have bargained for. It's about time the industry wakes up. They have an incredible amount of influence on the world and the mind sets within it.
Consider this:
85.41% of all cosmetic procedures are performed in Canada are on women
42% of these women reside in Ontario. (www.plasticsurgerystatistics.com)
40% of Canadian grade 10 girls surveyed believe they are too fat
70% of women and 35% of men are dieting (www.cmha.ca)
70% of models surveyed believe a trend for even skinnier models is on the rise (www.nedic.ca)
50% of girls have engaged in some form of unhealthy weight control
Eating disorders have the highest mortality rate of all mental illnesses, with 10% to 20% eventually dying from complications (www.cmha.ca)
Dove released an amazing commercial which really sums up why the beauty industry should start taking responsibility for the crap (yes, crap) they dish out. If you haven't seen this incredible campaign, you should check it out.
It's time that the media stopped twisting the concept of beauty. It's up to consumers to change this, by supporting self-esteem brands and and making companies drop the idea that self-acceptance is not a profitable tactic.