05 Oct Post-body mindset: The rise of more than perfect influencers
Driven by perfection fatigue, Gen Z and Millennials are enthusiastically embracing bold honesty when it comes to bodily ‘flaws’, ranging from the cosmetic (cellulite, stretch marks, curvy figures) to the medical (being paraplegic, having colostomy bags, etc.).
The trend has been particularly strong across social media, with influencers like Australian Emma Carey – an ex paraplegic who still suffers from incontinence due to a skydiving accident – making media headlines and collecting upwards of 140,000 followers for her frank, human and inspirational body-positivity content.
This trend is all about challenging feelings of shame at bodily imperfections by being honest and open about flaws – especially those that are most taboo. Consumers have had more than enough of Photoshopped models and unattainable perfection, and many younger consumers are hungry for vulnerability and authenticity. They want something they can identify with.
This shift in focus also means that some influencers are changing social media strategies, producing content that’s more human, and less perfect. Other body-positive influencers in Australia include plus-size swimsuit model Kate Wasley, ileostomy bag-wearer Krystal Miller, and disabled makeup artist Ruby Allegra.