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MIRROR/MIRROR:AARP
SURVEYOF
WOMEN’S
REFLECTIONS
ONBEAUTY,
AGE
AND
MEDIATMSeptember
2023AARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVEDDOI:
/10.26419/res.00703.001AARP
RESEARCHTable
of
contentsExecutive
SummaryBeauty
PressuresOvercoming
PressuresDiversifying
Media
and
AdvertisingImplications35152228303234MethodologyAppendixContactAARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVEDAARP
RESEARCH2EXECUTIVE
SUM
MARYAARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVEDAARP
RESEARCH3Executive
summary?
Most
women
feel
some
pressure
to
live
up
to
today’s
beautystandards.
Media
in
general
and
social
media
are
driving
forces
inthis
pressure.?
And
now
with
the
availability
of
filters
and
editing
tools,
the
pressureto
be
perfect
increases,
specifically
among
youngerwomen.?
All
that
said,
perhaps
the
most
positive
learningfrom
this
study
isthat
women
have
great
empathy
for
each
other,
an
innateunderstanding
of
what
each
are
goingthrough.?
Andwith
each
passing
yearthey
are
ableto
become
more
resistantto
outside
pressures
and
more
true
to
themselves.?
This
iswhy
it
isnot
surprising
that
regardless
of
age,
womenoverwhelmingly
support
inclusive
media
and
advertising
and
feelthat
authenticity,
inmedia
and
inthemselves,
is
extremely
important.AARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVEDAARP
RESEARCH4BEAUTY
PRESSURESAARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVEDAARP
RESEARCH5Regardless
of
one’s
age,
most
women
feel
beauty
standards
are
changing.How
much
beauty
standards
for
women
have
changed
in
the
past
5–10
years
(1
=not
at
all,
10
=completely)Among
all
women,
total
and
by
age
rangeTotal(n=7,368)Ages
18–49
(n=3,853)Ages
50+
(n=3,515)1(Not
atall)
–36%5%7%*4–
749%49%48%8–
10(Completely)40%41%*39%Q2.Onascale
of1
to10,with1being
notat
all
and
10
being
completely,
how
muchhave
thestandardsthatdefine
beauty
for
women
changed
in
thepast
5-10
years?Note:
Sums
may
not
equal
100%
due
torounding
and/or
skipped
responses
online*
Indicates
a
significant
difference
between
segmentsata
95%confidence
levelBase:All
womenNote:Sums
may
not
equal
100%
due
torounding
and/or
skipped
responses
onlineAARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVEDAARP
RESEARCH6This
has
left
some
women,
especially
those
younger,
feeling
pressure
tokeep
up.Degree
ofpressure
felt
tomeet
beauty
standardsAmong
all
women,
total
and
by
age
rangeTotalNone
at
all
(B2B)**NeutralA
great
deal(T2B)**(n=7,368)39%24%32%Ages18–49(n=3,853)28%26%*41%*Ages50+(n=3,515)52%*22%22%**Top
2box,Bottom
2boxQ30.Whatdegree
of
pressuredo
youfeeltomeeta
certainsetof
beautystandards?5-point
scale;anchored.Base:All
womenNote:
Sums
may
not
equal
100%
due
torounding
and/or
skipped
responses
online*
Indicates
a
significant
difference
between
segmentsata
95%confidence
levelAARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVEDAARP
RESEARCH7Media,
social
or
general,
play
a
large
role
in
dictating
the
beauty
standardswomen
feel
the
need
to
meet.Women
intheir
20’s
feel
more
pressure
from
men
(29%)thanthose
older
(19%).Youngerwomen
feel
significantlymore
pressure
from
social
media
(74%)than
olderwomen
(56%).Influencers
ofbeauty
standards
for
womenAmong
all
women,
total
and
by
age
rangeTotal(n=7,368)Ages
18–49
(n=3,853)Ages
50+
(n=3,515)Media,in
generalSocialmedia72%65%72%73%74%*56%Advertising47%45%42%53%*Whatwe
seeother
womendoingYounger
women(under
50)Men46%44%25%28%*22%18%10%*2%*20%22%*Older
women
(50+)Other8%1%6%1%Q5.Whodo
you
feel
dictatesbeautystandardsfor
women?
In
other
words,
whohas
thegreatestinfluence?Base:Totalanswering*
Indicates
a
significant
difference
between
segmentsata
95%confidence
levelAARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVEDAARP
RESEARCH8Most
common
beauty
pressures
include
anti-aging
and
enhancements
to
bemore
perfect.Olderwomen
are
significantly
more
likely
than
younger
women
to
acknowledge
some
beautystandards
thatallowforthe
more
natural,realistic
aspects
of
aging.Most
popular
beauty
standards
currentlyAmong
all
women,
total
and
by
age
rangeTotal
(n=7,368)Ages
18–49
(n=3,782)47%Ages
50+
(n=3,515)Reducingsignsof
agingUsingBotox
and
fillersAccentuating
featuresBeingfit48%44%43%34%34%33%49%*42%38%37%*30%38%*46%*47%*32%37%*29%BeingthinBeingbody
positiveatany
shapeor
sizeSearchingfor
perfectionUsingmoremakeupBeingfull-figured28%27%25%23%23%20%20%18%33%*33%*22%21%20%26%*23%27%*29%*20%22%14%16%13%13%10%Beinguniquely
yourselfCelebratingdiversityDressingcasuallyBeingnaturalAginggracefullyUsingless/nomakeupLettinggo
ofperfectionNoneof
the
above25%*24%*19%*15%*16%12%1%1%1%Q4.Reviewing
thelist
below,please
indicate
whichof
thefollowing
beauty
standardsyoubelieve
are
most
popular
today.*
Indicates
a
significant
difference
between
segmentsata
95%confidence
levelBase:All
womenNote:Sums
may
not
equal
100%
due
torounding
and/or
skipped
responses
onlineAARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVEDAARP
RESEARCH9Women
recognize
younger
women
are
held
to
a
higher
beauty
standard
thanothers.Average
age
that
women
are
held
toa
higher
beauty
standard
thanother
womenAmong
all
women,
total
and
by
age
range
(decade)32313130292725Collectively,
on
average,women
believe
age
29
iswhen
women
are
held
toahigher
beauty
standardthan
women
ofother
ages.Total(n=7,368)Ages20–29
Ages30–39
Ages40–49
Ages50–59
Ages60–69
Ages70+(n=551)
(n=1,872)
(n=1,430)
(n=1,394)
(n=1,472)
(n=649)Q31.Whatage
women
do
youthink
are
held
toahigher
beautystandardthan
womenof
otherages?Base:All
womenAARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVEDAARP
RESEARCH10And
the
inception
of
filters
is
not
helping
matters.The
vastmajority
ofwomen
believe
filters
are
used
in
media
with
themajority
viewing
filters
asdistorting/negativewhen
itcomes
to
how
women
presentthemselves
orhow
advertiserspresentwomen
toothers.Belief
about
whether
filters
are
used
in
mediaViews
about
use
of
filtersAmong
all
women,
total
and
by
age
rangeAmong
women
aware
of
filters,
total
and
by
age
rangeTotal(n=7,368)Ages
18–49(n=3,853)Ages
50+(n=3,515)Total(n=6,378)Ages
18–49(n=3,190)Ages
50+(n=3,188)YesNo86%87%85%PositiveNegativeNotsure11%11%10%4%8%5%*5%3%60%64%*56%Don'tknow11%*29%25%33%*Note:
Sums
may
not
equal
100%
due
torounding
and/or
skipped
responses
onlineNote:
Sums
may
not
equal
100%
due
torounding
and/or
skipped
responses
onlineQ25.In
general,
do
youbelieve
advertisers
and
socialmedia
influencers
are
using
filters
andediting
tools
toalter
how
women
appear
in
aphotograph
or
video
to
improve
how
they
look?Q26.Do
youview
the
useof
filters
and
editing
tools
as
being
enhancing/positive
or
distorting/negative,when
it
comes
to
how
women
present
themselves,or
how
advertisers
present
women
toothers?Base:All
womenBase:Aware
of
filtersAARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVED*
Indicates
asignificant
difference
between
segmentsat
a
95%
confidence
levelAARP
RESEARCH11That
said,
more
than
one-third
of
women
have
used
filters
or
editing
tools
toimprove
how
they
look
online
or
in
photographs.More
than
halfof
those
18-49
have
tried
them(54%)compared
to20%among
those
50-plus.
Among
non-users,interest
islow.Interest
in
using
filtersFamiliarity
and
use
of
filtersAmong
women
who
don'tuse
filters,
totaland
by
agerangeAmong
all
women,
total
and
by
age
range57%Total(n=7,368)20%13%4%5%Total(n=4,101)Ages
18–49(n=1,378)Ages
50+(n=2,723)41%Ages
18–49(n=3,853)YesNo9%10%8%27%*21%*6%*3%74%*68%69%68%Ages
50+(n=3,515)12%6%7%*2%Don'tknow22%20%23%UseregularlyUsesometimesUsed
onrare
Heard
of,
Neverheardoccasion
neverused
ofNote:
Sums
may
not
equal
100%
due
torounding
and/or
skipped
responses
onlineNote:
Sums
may
not
equal
100%
due
torounding
and/or
skipped
responses
onlineQ23.How
familiar
are
youwiththe
filters
and
editing
tools
thatare
available
today
toalter
how
youappear
in
aphotograph
or
video?
They
canbe
used
tosoften
your
look,makeyour
eyes
appear
larger,
lighten
or
darken
your
skin
tone,etc.Q27.If
you
knew
how
tousea
filter
or
editing
tooltoalter
the
wayyouappeared
toothers,either
in
aphotograph
or
video,
with
theintent
ofimproving
your
looks,wouldyou?Base:All
womenBase:Never
used
filtersAARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVED*
Indicates
asignificant
difference
between
segmentsat
a
95%
confidence
levelAARP
RESEARCH12A
variety
of
filters
are
being
used,
especially
among
those
18-49.All
filters
are
aimed
at
enhancing/improving
women’s
looks.Percent
who
have
used
the
following
types
of
filters
or
editing
toolsAmong
women
who
are
aware
of
filters
or
editing
tools,
total
and
by
age
rangeTotal(n=6,378)Ages
18–49
(n=3,190)Ages
50+
(n=3,188)Any(NET)Enhance
lookswithmake-upSoften
yourlookorremove
wrinkles,blemishesWhitenteeth45%56%*33%*33%21%13%11%5%28%24%35%*18%12%24%*Changeeyecolor19%*Lightenskintone12%11%9%16%*8%Reshapeaspectsofyour
faceReshapethe
body17%*5%13%*5%Darkenskintone8%10%*5%Q24.Whatis
your
familiarity
with
thefollowingtypesof
filters
or
editing
tools?Base:Aware
of
filters*
Indicates
a
significant
difference
between
segmentsata
95%confidence
levelAARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVEDAARP
RESEARCH13Almost
half
of
all
women
indicate
social
media
has
some
influence
on
theirbeauty
choices,
but
which
one
varies
by
age.Those
18-49
are
more
likely
to
be
influenced
byInstagramthan
otherplatforms.
Among
those
50-plus,
theiruse
andreliance
on
Instagramisfar
less,
astheytend
tolooktoward
more
so
thanother
platforms.Percent
who
useand
are
influenced
bythe
the
following
social
media
platformsInfluenced
bySocialAmong
women
who
engage
in
social
media
and
indicate
it
influences
their
beauty
choices,
by
age
rangeMedia:
45%ofwomenEver
use
the
following
platformsPlatform
influences
decisionsAges18–49
Ages50+Ages18–49Ages50+FacebookYouTubeInstagramPinterestTikTok84%86%FacebookYouTubeInstagramPinterestTikTok32%19%33%76%86%*17%19%13%13%4%42%44%74%*52%*62%*16%*28%23%55%*37%*Twitter33%*Twitter3%Q11.How
often
do
youengage
withthefollowing
social
media
platforms?Base:All
women
(18-49:
n=3,853;
50+:
n=3,515)Q12.Andwhichsocialmedia
platformstendtoinfluence
your
beautychoices
themost,inform
or
inspire
youtolook
a
certainway,if
any?Base:Uses
and
influenced
by
social
media
(18-49:
n=2,108;
50+:n=1,246)AARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVED*
Indicates
asignificant
difference
between
segmentsat
a
95%
confidence
levelAARP
RESEARCH14OVERCOMING
PRESSURESAARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVEDAARP
RESEARCH15The
good
news
is,
most
women
look
inward
to
define
their
beauty
despite
theirperception
that
they
are
more
often
judged
based
on
their
external
beauty.Olderwomen
are
more
likely
thanyounger
women
tomeasure
their
beautyon
their
own
sense
of
self
versuscomparing
themselves
toothers.The
outside
world
evaluates
women's
beauty
on...Evaluation
oftheir
own
beauty
is
based
on...Among
all
women,
total
and
by
age
rangeAmong
all
women,
total
and
by
age
rangeHow
Icompare
toothersTotal
Internal
beautyExternal
beautyTotal(n=7,368)Own
sense
ofself(n=7,368)29%71%70%31%Ages18–49(n=3,853)Ages18–49(n=3,853)29%71%66%35%*26%Ages50+(n=3,515)Ages50+(n=3,515)29%71%75%*Note:
Sums
may
not
equal
100%
due
torounding
and/or
skipped
responses
onlineNote:
Sums
may
not
equal
100%
due
torounding
and/or
skipped
responses
onlineQ28.Now,switchingup
theconversation
just
abit.
In
general,
when
people
(men,women,old,young)
evaluate
awoman'sbeauty,whatpercentof
it
do
youbelieve
is
based
on
the
woman'sinternalversus
externalbeauty?Q29.Thinking
about
how
youevaluate,
or
measure,your
own
beauty,whatpercentdo
youbaseit
on
your
own
perception
of
yourself
versusa
comparison
of
yourselftoexternalimages
ofwomen
that
yousee?Base:All
womenBase:All
womenAARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVED*
Indicates
asignificant
difference
between
segmentsat
a
95%
confidence
levelAARP
RESEARCH16Women
are
more
likely
to
look
to
other
women
(friends,
moms,
strangers
on
thestreet)
for
inspiration
and
not
so
much
to
advertising
or
celebrities.Youngerwomenare
more
influenceable
than
olderwomen,regardlessofthepotential
source
ofinfluence.Influence
of
the
following
on
personal
beauty
or
grooming
choicesAmong
all
women,
by
age
rangeNone
atallAges
18–49NeutralAgreatdealAges
50+23%25%Friendsor
socialcircleWhattheyseefrom
womenaround
themSocialmedia31%29%25%42%*40%*35%*28%*49%*47%*26%26%28%*39%50%47%56%57%22%*18%*24%*18%*19%67%*66%*60%*75%*61%*15%11%15%Their
mother20%17%Advertising26%*22%*20%*20%Celebrities10%
11%18%Other
family
members18%Note:
Sums
may
not
equal
100%
due
torounding
and/or
skipped
responses
onlineQ10.Onascale
of
1
to
5,
withone
being
none
atall
and
5being
agreat
deal,
how
muchinfluence
do
each
of
the
followinghaveon
your
personalbeautyor
grooming
choices?Base:All
women
(18-49:
n=3,583;
50+:
n=3,515)**
A
great
deal
=
4,5;None
at
all
=
1,2.AARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVED*
Indicates
asignificant
difference
between
segmentsat
a
95%
confidence
levelAARP
RESEARCH17The
pandemic
gave
some
women
permission
to
relax
and
forgo
theirstandard
beauty
practices.This
ismore
commonly
seen
among
women
who
worked
in
an
office.Beauty
routine
changes
pre
and
post
the
pandemicBeauty
routine
changes
pre
and
post
the
pandemicAmong
allwomenAmong
totalworking
womenPrior
toPandemicPrior
toPandemicBeauty
RoutineBase:
Total
Women
18+Post
Pandemic
VarianceBeauty
RoutinePost
PandemicVariance-13%736891%7368Base:
Total
Working
Women18+50245024Any
(NET)88%-3%Any
(NET)62%49%Colored/highlighted
my
hairWoremakeupManicured
my
nailsWaxedMassagesStyled
my
hairCut
my
hairLash
extensionsHair
extensionsFacialsBotoxFillers46%52%35%19%13%48%51%5%5%9%3%2%35%44%30%14%9%44%48%4%-11%-8%-5%-5%-4%-4%-3%-1%-1%-1%0%Dressed
up(e.g.,
tailored
clothing,
dress,slacks,
skirts)35%39%47%12%22%27%36%5%-13%-12%-11%-7%Worefull
makeupStyled
hairWorehigh
heelsNot
applicable/not
working
prior
to
thepandemic4%8%3%5%0%-5%Notapplicable/primarily
worked
from
homeNoneofthe
above8%18%31%10%8%2%0%23%Followed
askin
care
routine36%42%6%Q8A.Prior
tothepandemic,whichof
thefollowingdid
youdo
on
aregular
basis
as
partof
yourbeautyor
personalgrooming
routine?Q9A.Stillthinking
aboutprior
tothepandemic,whichof
the
followingbest
representshow
youused
toregularly
dress,most
of
the
week,togo
towork?Q8B.Whichof
the
followingdo
youdo
on
a
regular
basis
as
part
of
your
beautyor
personalgrooming
routine
today?Q9B.Thinking
about
now,which
of
thefollowingbestrepresents
how
youdress,
mostof
theweek,togo
towork?Base:All
womenBase:All
workingwomenAARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVEDAARP
RESEARCH18Authenticity
means
being
true
to
yourself,
living
without
self-judgement,
beingin
the
moment
and
uniquely
you,
not
trying
to
impress
others.Wearing
what
makes
youfeel
goodNot
worrying
what
othersthinkBeing
yourselfBeing
natural“Completenaturalstate
is
whatmakes
a
personfeel
like
theirbestself.”“Dress
ina
waythat
youfeel
good“Beingauthentic
means
beingtrue
toyourselfand
love
how
you
look.”“Not
tryingto
fit
a
mold.
DressinghowI
want
versuswhat
others
want.”without
regardtojudgement.”“Youdressin
a
way
that
makesyoufeel
unselfconscious
and
comfortableand
confident.
Youlikethe
personyousee
inthe
mirror.”“Beingauthentic
tome
is
not
lookingfor
others
outside
ofmyself
to
feelvalidated
whether
it
is
from
looks,personality
or
justculturein
general.”“To
be
myself
and
accept
how
Godhas
made
me
and
lovewhoI
am.
Iambeautiful
inside
and
out.”“Naturalbeauty
pictures
with[out]filters,no
makeup.”“Beingnatural,
not
to
changetoomuch
like
extensions,
wearing
toomuchmakeup,
no
botox
and
cosmeticsurgeries
to
look
better.”“Beingauthentic
is
beingyour
trueself.You
do
nothide
whoyou
areinfear
of
whatotherswith
think
aboutyou.”“Dressing
theway
you
feel
dressingthrough
emotions
and
dressing
toyour
spirit.”“Means
thinking
for
myselfbased
onthe
values
instilled
inme
and
notwhat
others
sayor
do.”“Beingyourselfwithoutcaring
whatothers
thinkor
how
they
perceiveyou.”“Dressing
in
a
way
that
suits
one’s“It
means
beingnatural
and
lettingyour
true
beautybe
seen.”“It
means
tobe
you.
To
be
whoeveryouwantto
be
atthe
moment.”personality.”Q15A.Now
let's
talk
about
whatit
means
tobe
authentic.
Whatdoes
being
authenticmean
toyou,
in
termsof
your
appearance?
Open-endBase:All
womenAARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVEDAARP
RESEARCH19Most
women
feel
they
are
showing
up
authentically
in
all
parts
of
their
life.Olderwomen
are
slightly
more
likely
toshow
up
authentically
than
those
younger.Average
percent
of
time
women
show
their
authentic
self
in
each
situationAmong
all
women,
total
and
by
age
rangeTotalAges
18–49Ages
50+With
your
family(Totaln=7,368,
Ages18–49
n=3,853,
Ages50+n=3,515)86%83%88%*Intheir
social
circle(Totaln=7,368,
Ages18–49
n=3,853,
Ages50+n=3,515)79%77%81%*At
work69%66%77%*(Totaln=5,024,
Ages18–49
n=3,295,
Ages50+n=1,729)Intheir
social
mediaposts(Totaln=6,590,
Ages18–49
n=3,298,
Ages50+n=3,292)67%68%67%At
school60%62%Basetoo
low(Totaln=101,
Ages18–49
n=86,
Ages50+n=15)Q17.Thinking
about
how
youpresent
yourself
tothose
around
you,
whatpercentof
thetimeare
youshowing
them
your
authenticself?*
Indicates
a
significant
difference
between
segmentsata
95%confidence
levelBase:All
women
answeringAARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVEDAARP
RESEARCH20But
women
are
growing
all
the
time
and
believe
most
women
truly
come
intotheir
own
authentic
self
at
age
42,
on
average.The
variancesin
age
ofauthenticity
across
thedecades
indicates
that
women
may
be
chasing
itforawhile,
butnotforever.Percent
who
feelthey
are
able
tobe
more
their
authentic
selfnowthan
5–10
years
agoAverage
age
when
women
are
able
tobe
their
mostauthenticselvesAmong
women
ages28+,
totaland
by
age
range
(decade)Among
allwomen,
totaland
by
age
range
(decade)Totalages
28+(n=7,054)78%Total(n=7,368)42Ages28–29
(n=237)Ages30–39
(n=1,872)Ages40–49
(n=1,430)Ages50–59s
(n=1,394)Ages60–69
(n=1,472)Ages70+(n=649)75%76%79%Ages20–29
(n=551)Ages30–39
(n=1,872)Ages40–49
(n=1,430)Ages50–59
(n=1,394)Ages60–69
(n=1,472)Ages70+(n=649)34344079%81%454874%52Q21.Do
youfeelyouare
able
tobe
moreyour
authenticself
now,compared
to
5-10
years
ago?Base:Women28+Q22.At
whatage
do
youbelieve
women
settleinto
their
own
skin
andbecomecomfortable
with
their
beauty,
allowing
them
to
be
mostauthentic?Base:All
womenAARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVEDAARP
RESEARCH21DIVERSIFYING
MEDIA
ANDADVERTISINGAARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVEDAARP
RESEARCH22The
majority
of
women
feel
positively
about
the
inclusivity
movement
in
media,ensuring
women
of
all
shapes,
sizes,
and
skin
tones
are
included.Youngerwomenare
more
vocally
positive
than
those
older.Feelings
about
diversity
and
inclusion
in
mediaAmong
all
women,
total
and
by
age
rangeAges
18–49(n=3,853)Ages
50+(n=3,515)Total(n=7,368)Love
itFind
itrefreshing33%40%*26%35%31%40%*Don'tmind
it21%19%24%*Don'tagree/didn'tnotice
it8%8%9%*Q6.Therehas
been
a
movementin
the
past
severalyears
toshow
womenofall
ages,shapes,sizes,
skintone,etc.in
media
and
advertising.This
creates
greaterinclusivity
for
all
women.
How
do
youfeelabout
this
changein
how
womenare
presented?Note:
Sums
may
not
equal
100%
due
torounding
and/or
skipped
responses
online*
Indicates
a
significant
difference
between
segmentsata
95%confidence
levelBase:All
womenAARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVEDAARP
RESEARCH23While
half
currently
find
inspiration
in
how
women
are
presented
in
mediaand
advertising,
half
do
not.Youngerwomenare
more
thantwice
aslikely
asolderwomen
tocompare
themselves
to
how
women
are
presented
inmedia.Feelings
about
the
presentation
of
women
inmediaAmong
allwomen,
totaland
by
age
rangeI
tend
to
comparemyself
to
themI
tend
to
lookfor
peoplewho
looklike
meI
find
inspiration
in
how
they
look:their
make-up,
hair,
outfitsDisagree(B2B)NeutralAgree
(T2B)Disagree(B2B)NeutralAgree
(T2B)Disagree(B2B)NeutralAgree
(T2B)Total(n=7,368)Total(n=7,368)Total24%44%23%32%35%27%36%22%51%(n=7,368)Ages18–49(n=3,853)Ages18–49(n=3,853)Ages18–49(n=3,853)33%22%44%*26%28%*44%*17%
22%59%*43%Ages50+(n=3,515)Ages50+(n=3,515)Ages50+(n=3,515)55%*24%
20%44%*26%28%32%*23%Note:
Sums
may
not
equal
100%
due
torounding
and/or
skipped
responses
onlineQ13.How
muchdo
youagree
or
disagree
witheach
of
the
statements
below?WhenI
seewomen
presented
in
media
and
advertising...?*
Indicates
a
significant
difference
between
segmentsata
95%confidence
levelBase:All
women
(Total:n=7,368;18-49:
n=3,853;
50+:n=3,515)AARP.ORG/RESEARCH
|
?2023
AARP
ALL
RIGHTS
RESERVEDAARP
RESEARCH24Women
want
authenticity
in
media
and
advertising.
However,
few
seethemselves
in
it.Olderwomen
are
significantly
less
likely
to
see
themselves
in
today’smedia
and
advertising,
potentiallymaking
them
feel
less
valued
orseen.Importance
of
women
being
presented
authentically
inmediaAmong
all
women,
by
age
rangeSomewhatorveryunimportantNeitherSomewhatorveryimportantAges18–49
(n=3,853)
2%Ages50+(n=3,515)
4%*19%77%*71%24%*Percent
who
see
themselves
intoday's
mediaAmong
all
women,
by
age
rangeRarelyornever51%SometimesAllthetimeAges18–49
(n=3,853)Ages50+(n=3,515)42%*5%*68%*30%1%Note:
Sums
may
not
equal
100%
due
torounding
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