CURVY CANNABIS

PHOTO CREDIT
Somewhere Higher

Production Company — Even/Odd
Director — Mohammad Gorjestani Director of Photography — Kareem Abdul Aziz
Editor — Ashley Rodholm

The Urgent Need for Plus-Size Representation in Marketing

In an era where diversity and inclusivity are becoming more prominent, there is still a glaring gap in representation when it comes to body sizes in marketing campaigns. Plus-sized bodies, in particular, remain underrepresented, perpetuating unrealistic beauty standards that fail to resonate with a significant portion of the population. This blog post delves into the importance of embracing bodies of all sizes, with a focus on plus-sized individuals, in marketing campaigns.

According to data from the National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK), approximately 70% of adults in the United States are classified as overweight or obese.

TW: While I hate medicalizing body size, this data reflects the significant portion of the population that falls into the plus-size category.

However, when we look at mainstream marketing campaigns, the representation of plus-sized individuals is disproportionately low.

Studies have consistently shown a lack of diversity in marketing, with plus-sized individuals receiving minimal visibility. According to a survey conducted by the Fashion Institute of Technology, only 2% of advertisements featured plus-size models. This discrepancy is not only disheartening but also reinforces harmful stereotypes and unrealistic beauty ideals.

The limited representation of plus-sized bodies in marketing perpetuates harmful stereotypes and fosters a culture of body shaming. When individuals don't see themselves reflected in advertising, it can lead to feelings of inadequacy and contribute to low self-esteem. This impact is particularly significant for young people who are still developing their sense of self.

Marketers must recognize the power they hold in shaping societal norms. By actively including plus-sized individuals in campaigns, brands can contribute to changing the narrative around beauty standards. The fashion industry, for example, has started to make strides in this direction, with some brands featuring diverse body sizes on runways and in advertising.

Beyond the moral imperative, there is a compelling business case for inclusivity in marketing. Plus-size consumers represent a substantial market, and brands that authentically embrace diversity can tap into this demographic. Studies have shown that consumers respond positively to brands that celebrate diversity, fostering brand loyalty and positive associations.

In a society that is becoming increasingly aware of the need for representation and inclusivity, it is high time for marketing campaigns to reflect the diversity of body sizes. Plus-sized individuals, who make up a significant portion of the population, deserve to see themselves represented positively in advertisements. It's not just about selling products; it's about promoting a healthy and realistic image that empowers and uplifts individuals of all shapes and sizes. Embracing diversity in marketing is not only the right thing to do, but it also makes good business sense in a world where authenticity and inclusivity are valued more than ever.

And this is why I launched Curvy Cannabis, a cannabis marketing campaign that centers fat and sized bodies in marketing. This campaign was cast in the documentary Somewhere Higher available for viewing on Nowness.com.