Body Trends Are a Branding Trap
Here’s Why Your Marketing Should Opt Out
The Thin Ideal Is Back—And It’s Giving 2002 Energy We Didn’t Ask For
If the past year has felt like a bad reboot of the early 2000s, you’re not alone. Low-rise jeans are back, heroin-chic headlines have resurfaced, and TikTok is flooded with “What I Eat in a Day” videos starring iced coffee and three almonds. The weight loss industry is raking in billions as the pendulum swings back toward an aesthetic many had hoped was long gone.
But here’s the thing: Gen Z isn’t buying it.
This generation has grown up watching body trends cycle in and out at an exhausting pace. From the BBL era to the "clean girl" aesthetic to the Ozempic boom, they’ve seen how brands pivot with every shift—embracing one look, only to quietly erase it when the next becomes aspirational. And they’re over it.
So as the cultural conversation fixates on body size yet again, brands need to ask themselves: Are we reinforcing this harmful cycle? And more importantly—should we be participating at all?
Gen Z Knows Body Trends Are Just That—Trends
Gen Z has lived through enough of these shifts to recognize the pattern. They remember how brands capitalized on the curvy body ideal just a few years ago, only to abandon it now that ultra-thin is back in the mainstream conversation. They’ve seen companies use words like “inclusive” and “diverse” as temporary marketing strategies rather than long-term commitments. And they’re hyper-aware of how these shifts affect real people.
This is a generation that values authenticity over aesthetics and consistency over trend-hopping. They’ve made it clear: brands that chase body trends risk not only alienating their audience but also damaging their long-term credibility.
Social Media Is the New Funhouse Mirror—And It’s Messing With Consumers’ Heads
Gen Z already knows that beauty standards are fake, but the digital age has amplified the illusion:
37% of people say social media makes them feel worse about themselves.
Almost 90% of women and 65% of men compare themselves to what they see online.
40% of teens say social media makes them more insecure about their looks.
It’s no longer just Photoshop—it’s AI-generated perfection, filters that subtly alter faces, and influencers who downplay cosmetic enhancements while selling the illusion of “effortless” beauty. Even when people know it’s unrealistic, the exposure alone is enough to distort perception.
Brands that engage in body trend discourse—whether through sizing shifts, influencer partnerships, or subtle messaging—aren’t just making marketing decisions. They’re participating in a system that directly impacts consumer well-being.
The Smarter Play? Opting Out of the Body Trend Cycle Altogether
Here’s the opportunity: brands don’t have to follow the pendulum.
Build a brand identity that isn’t tied to fleeting aesthetics. Instead of marketing around body ideals, focus on values that actually resonate long-term—confidence, individuality, and self-expression.
Stay consistent. Gen Z notices when brands subtly phase out plus-size offerings, shrink their size range, or swap out diverse models when trends change. A real commitment to inclusivity means staying the course.
Create marketing that doesn’t hinge on comparison. Avoid messaging that implies there’s a “right” or “wrong” body type. The most effective campaigns make people feel seen, not scrutinized.
Engage with the conversation thoughtfully. If your brand is speaking about body image, ensure it’s adding value—not capitalizing on insecurities.
The Bottom Line
Body trends will keep changing. But brands that chase them will always feel out of touch in the long run. Gen Z doesn’t want to be told what their body should look like—they want brands that make them feel good in the one they have.
The companies that understand this will build something far more valuable than a viral moment: a brand that actually lasts.
Glossary:
Thin Ideal – The idea that being skinny is the goal and what's "beautiful."
Y2K Vibes – Early 2000s fashion, like low-rise jeans and crop tops, making a comeback.
Body Positivity – Loving your body no matter the size or shape.
Social Media Comparison – Scrolling and feeling bad because everything seems “perfect” online.
Insta-Shame – Feeling trash after seeing perfect Insta pics.
#BodyPositivity – A hashtag for promoting all body types, not just the “perfect” ones.
Inclusive Fashion – Brands that show and cater to all sizes and body types.
Plus-Size Models – Models who represent sizes above the typical "sample size" in fashion.
Real Action – Brands actually doing something real for inclusivity, not just posting about it.
Mannequin Problem – Mannequins in stores only showing one body type (usually small) when most people don’t look like that.
Curated Online Persona – The “ideal” version of yourself you post online, which isn’t always real.
“Create marketing that doesn’t hinge on comparison” is spot on. I’ve worked at a number of skincare companies whose brand values tout “acceptance” and “inclusivity,” then use subtly negative words when talking about skin conditions. This is a trap that’s easy to fall into because as humans, we’re so accustomed to comparative language.