SCW Spotlite: Issue 61

In recent years, companies have expanded the range of body types being used in their advertisements. One such example is portrayed through Peloton’s recent rebranding in a new advertisement. The 90-second video involves “real” people of all shapes, sizes, fitness levels, and ages seen using their app to take classes at home. Previous advertising was predominantly filled with extremely fit athletes demonstrating their equipment, so this rebranding shows a significant change for the company and its target audience. 

The portrayal of overweight participants in marketing campaigns has become a subject of debate. While inclusivity and body positivity are both extremely important, concerns arise regarding the potential health and economic implications that could follow promoting obese individuals in marketing campaigns.

For me, Sara Kooperman, this is quite a personal issue. When my mother died, at the early age of 72, she weighed 340 lbs.  She was definitely obese.  It is not just her weight that was distressing, it was her life.  I watched her over the years, growing larger and larger and simultaneously, her life grew smaller and smaller.  She could not and would not participate in activities with our family because of her size and inability to move.  She was embarrassed of her body and therefore humiliated by her appearance.  She was horribly out of shape, and she was simply sad.  Life depleted as her body expanded.  It was a huge lesson for me.  She was unhealthy, and she felt more and more alone.  This is an experience that makes quite an impression on a young woman. You can easily discern my commitment to health, and how it leads to happiness. 

Therefore, what I worry about is the celebration of obesity. Because as one ages, the significance and impact of obesity expands and tends to stifle the energy, life, and happiness.  And most importantly, how can we embrace and include our ever-expanding obese population to make every person, of every size, race, and age feel comfortable joining our clubs and attending our facilities.  How can we safely and effectively include this population in our fitness programming?

This article explores the balance of body positivity and a celebration of obesity. It is about being inclusive.

Inclusivity and Body Positivity Body

Inclusivity and positivity are two concepts that work together to promote acceptance, respect, and celebration of diverse body types and sizes. Societal body standards have been known to prioritize a narrow (thin) and often unrealistic goal of “the perfect body” which can lead to body shaming and discrimination. Body inclusivity advocates a push for equal representation of different body types that are typically underrepresented in mainstream media. These activists encourage diverse representation across all platforms including social media, print advertising, and videos. Body positivity goes beyond representation and focuses on creating a confident attitude towards one’s body and the bodies of others. The movement aims to counteract body dissatisfaction, low self-esteem, and harmful body issues through self-care and self-love. It emphasizes the importance of promoting mental and emotional well-being along with physical health, as positive body image can optimistically impact an individual’s overall self-esteem and quality of life. The focus of this body-positive movement seeks to challenge societal beauty standards, promote a healthy acceptance of one’s physical being, and celebrate the diversity of all bodies.

Body Diversity in Brands

The fashion industry used to consist of young, skinny, female models on runways, in magazines, advertisements, and commercials. Those involved in the fight for inclusivity argue when companies and brands market their products with a sole type of representation, they tell others who don’t have that persona or body type that they are not included in their brand, not welcome in their clothes, and not invited to participate in their activities.  There was a societal concern that this emphasis on being “thin” was influencing young women (and men) towards unhealthy medical conditions such as anorexia and bulimia. This push to be “fit” and “healthy” equated to being skinny, and this over-emphasis was negatively influencing and affecting society. It was not until around 2010 with the rise of social media that the current body positivity movement started to make waves in industries through content creators like Instagram and Facebook advertising a healthy acceptance of diverse body shapes.

Social Media Pushed Diversity & Nike Followed

From discussing their own hardships in learning to love themselves, to pushing for brands to be more inclusive, social media forced change. For instance, clothing retailer Aerie launched their “Aerie Real” campaign in 2014 that pledged to not airbrush or retouch their models and showcased models with diverse body types. The campaign positively resonated with consumers who were tired of seeing the same “perfect” bodies everywhere they looked to shop. Many brands soon followed, including athletic brands such as Nike, which released their first plus size collection in 2017. Their campaign included model Paloma Elsesser, influencers Grace Victory and Danielle Vainer, and hammer thrower Amanda Bignson. In a press release Nike said, “To celebrate diversity and inclusivity of sport, the space will not just celebrate local elite and grassroot athletes through visual content, but also show Nike plus size and para-sport mannequins for the first time on a retail space.”

Dangers of Celebrating Obesity

While more brand names join the movement and markets become more inclusive, it makes one wonder what downsides could follow in promoting larger body types? Although diversity in media is extremely important, promoting obesity without context or a direct focus can inadvertently normalize unhealthy lifestyle habits. It may also potentially discourage an obese individual from taking proactive steps towards a healthier future for themselves.

Obesity is defined by the World Health Organization as abnormal or excessive fat accumulation that presents a risk to health. If marketing campaigns celebrate obesity without addressing the associated health risks, it may divert attention away from the importance of well-being and potentially downplay the significance of maintaining a healthy life. According to the CDC, individuals with obesity are at an increased rate for many serious illnesses and health conditions including coronary heart disease, type 2 diabetes, and certain forms of cancer. Obesity is a common, serious, and costly chronic disease that continues to increase across the United States. Ignoring the health risks through celebrating obesity without considering the potential life impacting consequences can be very problematic as the conversation then lacks the importance of a balanced diet, exercising, and taking care of one’s overall well-being.

Economic Considerations

Along with health concerns, there are also economic implications that follow promoting obesity. The healthcare costs related to obesity are considerable and place a notable burden on healthcare systems around the world. A study published in 2021 from the Journal of Managed Care and Specialty Pharmacy  found that adults with obesity in the United States compared with those with a healthy weight experienced higher annual medical care costs by $2,505. In addition, the effects of obesity raised costs in every category of care including inpatient, outpatient, and prescription drugs. The CDC also released in 2022 that obesity costs the US healthcare system $173 billion each year. Therefore, not only possibly increasing unhealthy lifestyles but further increasing healthcare costs and straining medical resources.

Balancing Inclusivity and Health

The world has changed, and we now need to find a balance between inclusivity and health considerations. Promoting body positivity and inclusivity cannot come at the cost of disregarding health risks typically associated with obesity. One solution is to push for a more encompassing approach to body diversity in marketing. For example, campaigns can emphasize overall well-being, self-care, and self-love rather than just focusing on size; doing so would highlight the importance of individuals’ health and encourage positive lifestyles regardless of body size.

Well-being and Empowerment

Promoting healthy behaviors like regular physical activity can inspire individuals to prioritize their well-being while still being inclusive. Providing education and empowering people to make their own informed decisions about their health would be another positive step in finding a balance. Marketing campaigns can be a means of promoting a new product while also delivering accurate information about healthy living choices and taking care of oneself. Companies, including Health and Wellness Facilities, can also use responsible representation to refrain from glorifying or promoting unhealthy habits and focus on showcasing people who embrace their bodies and make healthy life choices. Overall, inclusivity and health are both important which is why balancing the two is the only way we can promote a society that can celebrate diversity and still prioritize the well-being of individuals.