How Body Positivity Is Changing Marketing And Brand Identity
Body positivity isn’t so much a trend as it is a tangible shift in thought and thinking throughout the fashion and beauty industry — and realistically, far beyond. It’s the belief that we should no longer retouch our models and ads to create an image of an ideal body — whether we’re talking men or women.
And it’s a growing movement that’s having a major impact on marketing.
This Sport England campaign is just one of the more recent, and more subtle displays of body positivity and female empowerment with its use of real bodies in real movement — there is no exaggerated retouching or a determination to only use the thinnest of models in this ad. They use real women.
And this brand isn’t the only one.
There have been many open-minded, inclusive and diverse campaigns hitting television screens, billboards and social media feeds recently. One of the most widely talked about is the Aerie Real campaign.
Aerie Real is a campaign that eliminates retouching from their website and advertising imagery, opting for a more eclectic group of body types in their imagery. Here’s what the brand had to say about its campaign:
No retouching. Body positivity. Girl power. Introducing #AerieREAL Role Models! Joining our original Role Model and Body Positivity Activist Iskra is Singer-Songwriter Rachel Platten, Actress Yara Shahidi and Gold Medal Gymnast Aly Raisman. Each of these amazing women inspires us, just like each of YOU inspires us and empowers those around you every single day.
Another iconic example of body positivity and female empowerment is the Always Like A Girl Campaign:
Join us on our mission to encourage girls everywhere to embrace failure as fuel to build confidence & Keep Going #LikeAGirl. At puberty, 50% of girls feel paralyzed by the fear of failure, with 80% of girls feeling that societal pressure to be perfect drives this fear of failure*. This leads to girls avoiding trying new things because they’re too afraid to fail. But the truth is, failing is a good thing! It helps us learn, grow and ultimately build confidence. For more than three decades, we’ve empowered girls worldwide by educating millions about puberty and their cycle, so they can feel confident. Join us in our epic battle to stop the drop in confidence girls experience at puberty by encouraging all girls to Keep Going #LikeAGirl. Share how you try, fail, learn & Keep Going #LikeAGirl to inspire others to do the same.
These are just a few examples of the movement towards inclusivity, diversity and empowerment. But there are more campaigns popping up every day, creating a dynamic shift in the industry which aligns these forward-thinking brands as modern, innovative and relatable — thus, promoting engagement from consumers in a more tangible way.
Want more inspiring print campaigns? Give DesignRush's Best Print Design section a look!
Plus, enlist the help of one of these great graphic design agencies to infuse more personality and ethos into your next campaign!