Body Positivity Marketing: 10 Effective Tips to Make It Work

With an increasing focus on body positivity in the marketing world, more and more brands are looking to hop on the bandwagon. But what does it mean to be a "body-positive" brand, and how can you ensure your marketing is effective? We listed 10 tips to get you started. But before that, let's first define body positivity marketing and discuss its importance.

What Is Body Positivity Marketing?

Body positivity marketing is the act of promoting a message of body acceptance and inclusivity. This type of marketing typically features diverse representation in advertising and other forms of media. The goal is to show that all bodies are valid and worthy of respect, regardless of their size, shape, or ability.

The body positivity marketing movement started in the 1960s with the rise of the "fat acceptance" and "health at every size" movements. In recent years, there's been a renewed focus on the topic as society becomes more aware of the damaging effects of body shaming and size discrimination.

Why Is Body Positivity Marketing Important?

Body positivity marketing is vital for notable reasons. First, it helps to challenge the narrow standard of beauty that is often perpetuated by the media. Second, it can help people feel better about their own bodies and boost self-esteem. Third, it can promote a more positive body image for future generations.

When done correctly, body positivity marketing can be an effective way to reach and connect with a wider range of consumers. It can also help brands build trust and credibility with their audience.

10 Tips for Effective Body Positivity Marketing

1. Use diverse representation in your advertising and other forms of media.

To effectively reach a wide range of consumers, it's important to use diverse representation in your advertising and other forms of media. This includes using models of all shapes, sizes, and ethnicities. It also means featuring people with different disabilities and body types.

2. Avoid using "before and after" photos.

"Before and after" photos are often seen as insensitive and can be triggering for some people. If you're looking to promote body positivity, it's best to avoid using these types of photos. Instead, focus on showcasing the beauty of all bodies. For example, you could highlight the strength of a plus-size model or the beauty of a woman with stretch marks.

3. Don't use fat-shaming or body-shaming language in your marketing.

Fat-shaming and body-shaming language are not only harmful, but they can also be counterproductive. Avoid using these types of tactics in your marketing to ensure that your message is respectful and inclusive.

Words like "lose weight," "slim down," and "get in shape" can make people feel bad about their bodies. Instead, use language that promotes body acceptance and inclusivity. For example, you could use phrases like "love your body," "accept yourself," or "be kind to yourself."

4. Educate yourself and your team on body positivity.

If you want your marketing to be truly effective, it's important to educate yourself and your team on body positivity. This includes understanding the importance of body diversity and being aware of the different ways that people experience their bodies.

Make sure to stay up-to-date on the latest body positivity research and resources. This will help you to create more informed and sensitive marketing campaigns.

5. Be cautious of using "inspirational" photos and stories.

While it's important to feature inspiring content, be cautious of using "inspirational" photos and stories that focus on weight loss or other forms of body transformation. These types of content can be triggering for some people and can send the wrong message. Instead, focus on showcasing positive body image content that celebrates all bodies. For example, you could feature a plus-size model who is proud of her curves or a man with vitiligo who embraces his unique skin.

6. Avoid making assumptions about people's bodies.

When it comes to body positivity, one size does not fit all. Avoid making assumptions about people's bodies and instead focus on promoting inclusivity. You can do this by featuring a variety of body types in your advertising and by using inclusive language. For example, you could use phrases like "everyone is beautiful," "love your curves," or "embrace your quirks."

7. Use "humanizing" language in your marketing.

When talking about bodies, use "humanizing" language that focuses on people's individual experiences. This will help create a more personal and relatable connection with your audience. For example, instead of saying "people with disabilities," try saying "people who live with disabilities."

Moreover, avoid using medical terminology when talking about bodies. This can be confusing and intimidating for people who are not familiar with it.

8. Promote positive body image messages for future generations.

In addition to promoting body positivity for current generations, it's also important to focus on positive body image messages for future generations. This includes using age-appropriate language and imagery. For example, instead of using "sexy" or "attractive" in your marketing, try using terms like "beautiful" or "gorgeous." Moreover, make sure that your marketing is inclusive of all ages and body types.

9. Don't forget about intersectionality.

When it comes to body positivity, intersectionality is important. This means being aware of the different ways that people experience their bodies and including marginalized communities in your marketing. For example, make sure to include transgender and non-binary people in your campaigns. Avoid using offensive or exclusionary language, and make sure to use inclusive pronouns like "they/them."

10. Be mindful of your own body image.

Last but not least, it's important to be mindful of your own body image. If you're not comfortable with your own body, it will be difficult to promote body positivity in others. Promote self-love and acceptance in your own life to help inspire others to do the same.

Campaigns Promoting Body Positivity

• Aerie: This popular lingerie brand is known for its inclusive advertising #AerieReal Voices campaign which uses a diverse range of models. It's also one of the first brands to stop retouching its photos.

Source: Fashionista

• Dove: Dove is another brand that celebrates body diversity with its "Real Beauty" campaign. The campaign includes a wide range of ads featuring women of all ages, sizes, and ethnicities.

Source: Youtube

• Target: Target has been praised for its body-positive and photoshop-free swimwear campaign in 2018. It featured models of all sizes, shapes, and colors.

Source: MOD Magazine

The body positivity movement has been gaining traction in recent years, and for good reason. The focus on body diversity and acceptance is important for both individuals and society as a whole. When it comes to marketing, it's essential to be aware of the body positivity movement and to use inclusive language and imagery. Should you need help creating sensitive and effective body positivity marketing campaigns, contact Delesign.