The Death of Body Positivity & the Twisted Marketing of "Skinny"

By: Dèlia Rubio

Okay, so I just finished listening to this episode of the Nicky at Night podcast that totally opened my eyes to something I hadn't really thought about before. It’s all about how marketing has completely turned “hotness” into a business model.

We’re all constantly bombarded with the idea that to be valued, we need to look a certain way. Whether it’s through fitness challenges like 75 Hard, the latest weight-loss drugs like Ozempic, or even the constant pressure to be the perfect “clean girl” on Instagram, society has turned being “hot” into a status symbol.

The “Glow-Up” Trap

So, have you noticed the Winter Arc turning into a Summer Glow-Up every year? Like, it’s this non-stop cycle where we’re told we need to be working on our bodies 24/7. But here’s the thing:

it’s not about feeling good or getting healthy, it’s about consuming products that promise we’ll transform into this ideal version of ourselves. Brands and influencers aren’t interested in our health; they’re interested in making money by selling us the idea that we need their products to become this “hot” version of ourselves. It’s literally a business model built on insecurity.And let’s be real, the more followers an influencer has, the more likely we are to trust them, right? We all do it. But what’s crazy is that these influencers aren’t necessarily experts, they’re just selling us something that appeals to our desire for validation. And it’s wild to think about how the beauty and wellness industries are capitalizing on our insecurity and desire to fit in.

Exclusivity = Desirability

One thing that really stood out to me in the podcast was how the wellness industry is using

exclusivity as a tool to sell us more. Have you noticed how brands will make their products seem “limited edition” or hard to get? It’s like, if something is harder to obtain, it becomes more desirable. This applies to everything from fancy wellness drinks to the way we think about our bodies. There’s a reason why the “Pilates body” has become this status symbol. It’s all part of a game to make us feel like we need something rare or exclusive to be part of the “cool crowd.

Think about those $30 smoothies that only the “cool” people are drinking. Or the latest

weight-loss pill that everyone is talking about. We don’t just want to be healthy, we want to be part of this elite club that’s got the secret to looking and feeling good. But the catch is, it’s often a product or trend that’s out of reach for a lot of people, and that just adds to the cycle of exclusion. If you can’t afford the “hot” body trends, it makes you feel like you’re missing out. And that’s exactly what these brands are banking on.

The Changing Beauty Standards

Now, here’s something that really made me think: it feels like we’re returning to the unhealthy 2000s beauty standards of being ultra-skinny. Think about it. Nowadays, the “hottest” guy standard seems to be this super-skinny guy with tattoos, like Role Model. And don’t get me wrong, he is, but it’s almost as if we’re ignoring the lessons from body positivity, and instead, we’re pushing a “skinny = hot” narrative once again. It’s not even about health; it’s all about how we look. The pressure to be skinny and have the perfect body is being marketed to us like never before, and it's overwhelming.

What’s even crazier is that people who have been strong advocates for body positivity, like Lizzo and Megan Trainor, are now facing backlash after losing weight. Some see this as them turning their backs on the community they helped build, and it just shows how unpredictable these beauty standards are. If even those icons are now shifting to meet this new “skinny” standard, where does that leave the rest of us? It’s confusing and discouraging.

Mental Health Impact

The last thing that really stood out to me was how all of this affects our mental health. We’re

constantly chasing this ideal body or lifestyle that we see online, and it’s draining. The podcast talked about how this pressure can make us feel like we’re never enough. We can buy all the products, follow all the trends, but we’ll still feel like something’s missing because we’re never going to reach this perfect standard.

What we really need is more authenticity and less pressure to conform to whatever’s trendy

right now. We need to celebrate all kinds of bodies and wellness practices, not just the ones that are being marketed to us as the "right" way to live.

A Call for Authenticity Over Perfection

After listening to this podcast, I’ve realized just how much pressure we’re under to fit into an

ever-changing ideal. It’s exhausting, and it’s draining. We’re constantly told we need to look a certain way, buy into the latest trend, or transform ourselves to be “worthy.

” But here’s the thing, what if we stopped chasing the “perfect” body or life that’s being sold to us and embraced who we really are, flaws and all?

I’m challenging myself to step away from this cycle. Let’s start valuing authenticity over

perfection and recognize that true wellness isn’t about fitting into a mold. It’s about feeling good in our own skin, without the pressure to conform. So, the next time a trend tells me I need to change to be “better, ” I’ll remember that I’m already enough. And I hope you do too. Let's put our mental health and well-being first, because that's what truly matters.

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