AARP：女性对美、年龄和媒体的态度调查报告

September2023

AARP.ORG/RESEARCH|©2023AARPALLRIGHTSRESERVEDDOI:

/10.26419/res.00703.001

AARPRESEARCH

MIRROR/MIRROR:AARPSURVEYOFWOMEN’SREFLECTIONSONBEAUTY,AGEANDMEDIATM

Tableofcontents

AARP.ORG/RESEARCH|©2023AARPALLRIGHTSRESERVEDAARPRESEARCH2

ExecutiveSummary

3

BeautyPressures

5

OvercomingPressures

15

DiversifyingMediaandAdvertising

22

Implications

28

Methodology

30

Appendix

32

Contact

34

EXECUTIVESUMMARY

AARP.ORG/RESEARCH|©2023AARPALLRIGHTSRESERVEDAARPRESEARCH3

AARP.ORG/RESEARCH|©2023AARPALLRIGHTSRESERVEDAARPRESEARCH4

Executivesummary

.Mostwomenfeelsomepressuretoliveuptotoday’sbeauty

standards.Mediaingeneralandsocialmediaaredrivingforcesinthispressure.

.Andnowwiththeavailabilityoffiltersandeditingtools,thepressuretobeperfectincreases,specificallyamongyoungerwomen.

.Allthatsaid,perhapsthemostpositivelearningfromthisstudyisthatwomenhavegreatempathyforeachother,aninnate

understandingofwhateacharegoingthrough.

.Andwitheachpassingyeartheyareabletobecomemoreresistanttooutsidepressuresandmoretruetothemselves.

.Thisiswhyitisnotsurprisingthatregardlessofage,women

overwhelminglysupportinclusivemediaandadvertisingandfeel

thatauthenticity,inmediaandinthemselves,isextremelyimportant.

BEAUTYPRESSURES

AARP.ORG/RESEARCH|©2023AARPALLRIGHTSRESERVEDAARPRESEARCH5

Regardlessofone’sage,mostwomenfeelbeautystandardsarechanging.

Howmuchbeautystandardsforwomenhavechangedinthepast5–10years(1=notatall,10=completely)

Amongallwomen,totalandbyagerange

Total(n=7,368)

Ages18–49(n=3,853)

Ages50+(n=3,515)

1(Notatall)–3

4–7

8–10(Completely)

6%

40%

49%

5%

49%

41%*

7%*

39%

48%

havethestandardsthatdefinebeautyforwomenchangedinthepast5-10years?

Q2.Onascaleof1to10,with1beingnotatalland10beingcompletely,howmuchNote:Sumsmaynotequal100%duetoroundingand/orskippedresponsesonline

Base:Allwomen*Indicatesasignificantdifferencebetweensegmentsata95%confidencelevel Note:Sumsmaynotequal100%duetoroundingand/orskippedresponsesonline

AARP.ORG/RESEARCH|©2023AARPALLRIGHTSRESERVEDAARPRESEARCH6

Thishasleftsomewomen,especiallythoseyounger,feelingpressuretokeepup.

Degreeofpressurefelttomeetbeautystandards

Amongallwomen,totalandbyagerange

Noneatall(B2B)**

39%

Neutral

24%

Agreatdeal(T2B)**

32%

28%

26%*

41%*

52%*

22%

22%

Total

(n=7,368)

Ages18–49

(n=3,853)

Ages50+

(n=3,515)

**

Top2box,Bottom2box

Q30.Whatdegreeofpressuredoyoufeeltomeetacertainsetofbeautystandards?5-pointscale;anchored.Note:Sumsmaynotequal100%duetoroundingand/orskippedresponsesonline

Base:Allwomen*Indicatesasignificantdifferencebetweensegmentsata95%confidencelevel

AARP.ORG/RESEARCH|©2023AARPALLRIGHTSRESERVEDAARPRESEARCH7

Media,socialorgeneral,playalargeroleindictatingthebeautystandardswomenfeeltheneedtomeet.

Womenintheir20’sfeelmorepressurefrommen(29%)thanthoseolder(19%).Youngerwomenfeelsignificantlymorepressurefromsocialmedia(74%)thanolderwomen(56%).

Influencersofbeautystandardsforwomen

Amongallwomen,totalandbyagerange

Media,ingeneralSocialmedia

Advertising

Whatweseeotherwomendoing

Youngerwomen(under50)

Men

Olderwomen(50+)

Other

Total(n=7,368)

72%

65%

47%

45%

25%

20%

8%

1%

Ages18–49(n=3,853)

72%

74%*

42%

46%

28%*

22%*

6%

1%

Ages50+(n=3,515)

73%

56%

53%*

44%

22%

18%

10%*

2%*

Q5.Whodoyoufeeldictatesbeautystandardsforwomen?Inotherwords,whohasthegreatestinfluence?Base:Totalanswering

*Indicatesasignificantdifferencebetweensegmentsata95%confidencelevel

AARP.ORG/RESEARCH|©2023AARPALLRIGHTSRESERVEDAARPRESEARCH8

48%

47%

33%

25%

23%

23%

20%

20%

18%

16%

12%

44%

43%

34%

34%

28%

27%

1%

46%*

47%*

32%

37%*

29%

33%*

29%*

20%

33%*

22%

14%

16%

13%

13%

10%

1%

Mostcommonbeautypressuresincludeanti-agingandenhancementstobemoreperfect.

Olderwomenaresignificantlymorelikelythanyoungerwomentoacknowledgesomebeautystandardsthatallowforthemorenatural,realisticaspectsofaging.

Mostpopularbeautystandardscurrently

Amongallwomen,totalandbyagerange

Total(n=7,368)Ages18–49(n=3,782)Ages50+(n=3,515)

ReducingsignsofagingUsingBotoxandfillersAccentuatingfeaturesBeingfit

Beingthin

BeingbodypositiveatanyshapeorsizeSearchingforperfection UsingmoremakeupBeingfull-figured

BeinguniquelyyourselfCelebratingdiversityDressingcasually

Beingnatural

Aginggracefully

Usingless/nomakeupLettinggoofperfectionNoneoftheabove

49%*

42%

38%

37%*

30%

38%*

22%

21%

20%

26%*

23%

27%*

25%*

24%*

19%*

*

1%

15%

Q4.Reviewingthelistbelow,pleaseindicatewhichofthefollowingbeautystandards

youbelievearemostpopulartoday.

Base:Allwomen*Indicatesasignificantdifferencebetweensegmentsata95%confidencelevel Note:Sumsmaynotequal100%duetoroundingand/orskippedresponsesonline

AARP.ORG/RESEARCH|©2023AARPALLRIGHTSRESERVEDAARPRESEARCH9

32

31

31

30

29

27

25

Womenrecognizeyoungerwomenareheldtoahigherbeautystandardthanothers.

Averageagethatwomenareheldtoahigherbeautystandardthan

otherwomen

Amongallwomen,totalandbyagerange(decade)

Collectively,onaverage,

womenbelieveage29iswhenwomenareheldtoa

higherbeautystandard

thanwomenofotherages.

Total

Ages20–29Ages30–39Ages40–49Ages50–59Ages60–69Ages70+

(n=7,368)

(n=551)(n=1,872)(n=1,430)(n=1,394)(n=1,472)(n=649)

Q31.Whatagewomendoyouthinkareheldtoahigherbeautystandardthanwomenofotherages?

Base:Allwomen

AARP.ORG/RESEARCH|©2023AARPALLRIGHTSRESERVEDAARPRESEARCH10

Andtheinceptionoffiltersisnothelpingmatters.

Thevastmajorityofwomenbelievefiltersareusedinmediawiththemajorityviewingfiltersasdistorting/negativewhenitcomestohowwomenpresentthemselvesorhowadvertiserspresentwomentoothers.

Beliefaboutwhetherfiltersareusedinmedia

Amongallwomen,totalandbyagerange

Ages50+(n=3,515)

Total

(n=7,368)

Ages18–49

(n=3,853)

Yes

No

Don'tknow

4%

8%

86%

5%*

5%

87%

3%

11%*

85%

Note:Sumsmaynotequal100%duetoroundingand/orskippedresponsesonline

Q25.Ingeneral,doyoubelieveadvertisersandsocialmediainfluencersareusingfiltersandeditingtoolstoalterhowwomenappearinaphotographorvideotoimprovehowtheylook?Base:Allwomen

Viewsaboutuseoffilters

Amongwomenawareoffilters,totalandbyagerange

Ages50+(n=3,188)

Total

(n=6,378)

Ages18–49

(n=3,190)

Positive

Negative

Notsure

11%

29%

60%

11%

25%

64%*

10%

56%

33%*

Note:Sumsmaynotequal100%duetoroundingand/orskippedresponsesonline

Q26.Doyouviewtheuseoffiltersandeditingtoolsasbeingenhancing/positiveordistorting/negative,whenitcomestohowwomenpresentthemselves,orhowadvertiserspresentwomentoothers?

Base:Awareoffilters

AARP.ORG/RESEARCH|©2023AARPALLRIGHTSRESERVED*Indicatesasignificantdifferencebetweensegmentsata95%confidencelevelAARPRESEARCH11

Thatsaid,morethanone-thirdofwomenhaveusedfiltersoreditingtoolstoimprovehowtheylookonlineorinphotographs.

Morethanhalfofthose18-49havetriedthem(54%)comparedto20%amongthose50-plus.Amongnon-users,interestislow.

Familiarityanduseoffilters

Amongallwomen,totalandbyagerange

57%

Total(n=7,368)

Ages18–49(n=3,853)

Ages50+(n=3,515)

4%

6%*

2%

Useregularly

13%

21%*

6%

Use

sometimes

20%

27%*

12%

Usedonrareoccasion

41%

74%*

Heardof,neverused

5%

3%

7%*

Neverheardof

Note:Sumsmaynotequal100%duetoroundingand/orskippedresponsesonline

Q23.Howfamiliarareyouwiththefiltersandeditingtoolsthatareavailabletodaytoalterhowyouappearinaphotographorvideo?Theycanbeusedtosoftenyourlook,makeyoureyesappearlarger,lightenordarkenyourskintone,etc.

Base:Allwomen

Interestinusingfilters

Amongwomenwhodon'tusefilters,totalandbyage

range

Ages50+(n=2,723)

Total

(n=4,101)

Ages18–49

(n=1,378)

Yes

No

Don'tknow

9%

22%

68%

10%

20%

69%

8%

23%

68%

Note:Sumsmaynotequal100%duetoroundingand/orskippedresponsesonline

Q27.Ifyouknewhowtouseafilteroreditingtooltoalterthewayyouappearedtoothers,eitherinaphotographorvideo,withtheintentofimprovingyourlooks,

wouldyou?

Base:Neverusedfilters

AARP.ORG/RESEARCH|©2023AARPALLRIGHTSRESERVED*Indicatesasignificantdifferencebetweensegmentsata95%confidencelevelAARPRESEARCH12

AARP.ORG/RESEARCH|©2023AARPALLRIGHTSRESERVEDAARPRESEARCH13

Total(n=6,378)

Ages50+(n=3,188)

Avarietyoffiltersarebeingused,especiallyamongthose18-49.

Allfiltersareaimedatenhancing/improvingwomen’slooks.

Percentwhohaveusedthefollowingtypesoffiltersoreditingtools

Amongwomenwhoareawareoffiltersoreditingtools,totalandbyagerange

Ages18–49(n=3,190)

56%*

45%

33%

28%

33%*

21%

Any(NET)

Enhancelookswithmake-up

35%*

24%

13%

18%

24%*

11%

Softenyourlookorremovewrinkles,blemishes

Whitenteeth

19%*

12%

5%

Changeeyecolor

16%*

12%

8%

11%

17%*

5%

9%

13%*

5%

Lightenskintone

Reshapeaspectsofyourface

Reshapethebody

10%*

8%

5%

Darkenskintone

Q24.Whatisyourfamiliaritywiththefollowingtypesoffiltersoreditingtools?

Base:Awareoffilters

*Indicatesasignificantdifferencebetweensegmentsata95%confidencelevel

44%

62%

28%

55%

23%33%

Almosthalfofallwomenindicatesocialmediahassomeinfluenceontheir

beautychoices,butwhichonevariesbyage.

Those18-49aremorelikelytobeinfluencedbyInstagramthanotherplatforms.Amongthose50-plus,theiruseandrelianceonInstagramisfarless,astheytendtolooktowardFacebookmoresothanotherplatforms.

Percentwhouseandareinfluencedbythethefollowingsocialmediaplatforms

Amongwomenwhoengageinsocialmediaandindicateitinfluencestheirbeautychoices,byagerange

Everusethefollowingplatforms

Ages18–49Ages50+

InfluencedbySocialMedia:45%ofwomen

Platforminfluencesdecisions

Ages18–49Ages50+

Facebook

YouTube

Instagram

Pinterest

TikTok

Twitter

84%86%

*

76%86%

42%

*

74%*

*

*

Facebook

YouTube

Instagram

Pinterest

TikTok

Twitter

32%33%

17%19%

19%52%*

*

13%16%

*

13%37%

3%4%

Q11.Howoftendoyouengagewiththefollowingsocialmediaplatforms?Q12.Andwhichsocialmediaplatformstendtoinfluenceyourbeautychoicesthemost,informorinspireyou

Base:Allwomen(18-49:n=3,853;50+:n=3,515)tolookacertainway,ifany?

Base:Usesandinfluencedbysocialmedia(18-49:n=2,108;50+:n=1,246)

AARP.ORG/RESEARCH|©2023AARPALLRIGHTSRESERVED*Indicatesasignificantdifferencebetweensegmentsata95%confidencelevelAARPRESEARCH14

OVERCOMINGPRESSURES

AARP.ORG/RESEARCH|©2023AARPALLRIGHTSRESERVEDAARPRESEARCH15

Ownsenseofself

70%

HowI

compareto

others

31%

66%

35%*

75%*

26%

Thegoodnewsis,mostwomenlookinwardtodefinetheirbeautydespitetheirperceptionthattheyaremoreoftenjudgedbasedontheirexternalbeauty.

Olderwomenaremorelikelythanyoungerwomentomeasuretheirbeautyontheirownsenseofselfversuscomparingthemselvestoothers.

Theoutsideworldevaluateswomen'sbeautyon...

Amongallwomen,totalandbyagerange

Internalbeauty

29%

Externalbeauty

71%

29%

71%

29%

71%

Total

(n=7,368)

Ages18–49

(n=3,853)

Ages50+

(n=3,515)

Note:Sumsmaynotequal100%duetoroundingand/orskippedresponsesonline

Q28.Now,switchinguptheconversationjustabit.Ingeneral,whenpeople(men,women,old,young)evaluateawoman'sbeauty,whatpercentofitdoyoubelieveisbasedonthewoman'sinternalversusexternalbeauty?

Base:Allwomen

Evaluationoftheirownbeautyisbasedon...

Amongallwomen,totalandbyagerange

Total

(n=7,368)

Ages18–49

(n=3,853)

Ages50+

(n=3,515)

Note:Sumsmaynotequal100%duetoroundingand/orskippedresponsesonline

Q29.Thinkingabouthowyouevaluate,ormeasure,yourownbeauty,whatpercentdoyoubaseitonyourownperceptionofyourselfversusacomparisonofyourselftoexternalimagesof

womenthatyousee?

Base:Allwomen

AARP.ORG/RESEARCH|©2023AARPALLRIGHTSRESERVED*Indicatesasignificantdifferencebetweensegmentsata95%confidencelevelAARPRESEARCH16

Womenaremorelikelytolooktootherwomen(friends,moms,strangersonthestreet)forinspirationandnotsomuchtoadvertisingorcelebrities.

Youngerwomenaremoreinfluenceablethanolderwomen,regardlessofthepotentialsourceofinfluence.

Influenceofthefollowingonpersonalbeautyorgroomingchoices

Amongallwomen,byagerange

Friendsorsocialcircle

Whattheyseefromwomenaroundthem

SocialmediaTheirmother

Advertising

Celebrities

Otherfamilymembers

NoneatallNeutralAgreatdeal

Ages18–49

31%

25%

42%*

29%

28%*

40%*

39%

22%*

35%*

50%

18%*

28%*

47%

24%*

26%*

56%

18%*

22%*

57%

19%

20%*

Ages50+

49%*

23%

26%

47%*

25%

26%

67%*

15%

15%

66%*

11%

20%

60%*

20%

17%

75%*

10%

11%

61%*

18%

18%

Note:Sumsmaynotequal100%duetoroundingand/orskippedresponsesonline

Q10.Onascaleof1to5,withonebeingnoneatalland5beingagreatdeal,howmuchinfluencedoeachofthefollowinghaveonyourpersonalbeautyorgroomingchoices?Base:Allwomen(18-49:n=3,583;50+:n=3,515)**Agreatdeal=4,5;Noneatall=1,2.

AARP.ORG/RESEARCH|©2023AARPALLRIGHTSRESERVED*Indicatesasignificantdifferencebetweensegmentsata95%confidencelevelAARPRESEARCH17

AARP.ORG/RESEARCH|©2023AARPALLRIGHTSRESERVEDAARPRESEARCH18

Thepandemicgavesomewomenpermissiontorelaxandforgotheirstandardbeautypractices.

Thisismorecommonlyseenamongwomenwhoworkedinanoffice.

Beautyroutinechangespreandpostthepandemic

Amongallwomen

PostPandemicVariance

BeautyRoutine

Priorto

Pandemic

Base:TotalWomen18+

Any(NET)

Colored/highlightedmyhair

Woremakeup

Manicuredmynails

Waxed

Massages

Styledmyhair

Cutmyhair

Lashextensions

Hairextensions

Facials

Botox

Fillers

Followedaskincareroutine

7368

91%

46%

52%

35%

19%

13%

48%

51%

5%

5%

9%

3%

2%

36%

7368

88%

35%

44%

30%

14%

9%

44%

48%

4%

4%

8%

3%

2%

42%

-3%

-11%

-8%

-5%

-5%

-4%

-4%

-3%

-1%

-1%

-1%

0%

0%

6%

Q8A.Priortothepandemic,whichofthefollowingdidyoudoonaregularbasisaspartofyourbeautyorpersonalgroomingroutine?

Q8B.Whichofthefollowingdoyoudoonaregularbasisaspartofyourbeautyorpersonalgroomingroutinetoday?

Base:Allwomen

Beautyroutinechangespreandpostthepandemic

Amongtotalworkingwomen

PostPandemicVariance

BeautyRoutine

Priorto

Pandemic

Base:TotalWorkingWomen18+

Any(NET)

Dressedup(e.g.,tailoredclothing,dress,slacks,skirts)

Worefullmakeup

Styledhair

Worehighheels

Notapplicable/notworkingpriortothepandemic

Notapplicable/primarilyworkedfromhomeNoneoftheabove

5024

62%

35%

39%

47%

12%

5%

8%

23%

5024

49%

22%

27%

36%

5%

0%

18%

31%

-13%

-13%

-12%

-11%

-7%

-5%

10%

8%

Q9A.Stillthinkingaboutpriortothepandemic,whichofthefollowingbestrepresentshowyouusedtoregularlydress,mostoftheweek,togotowork?

Q9B.Thinkingaboutnow,whichofthefollowingbestrepresentshowyoudress,mostoftheweek,togotowork?

Base:Allworkingwomen

Wearingwhatmakesyoufeelgood

“Dressinawaythatyoufeelgood

withoutregardtojudgement.”

“Youdressinawaythatmakesyou

feelunselfconsciousandcomfortable

andconfident.Youliketheperson

youseeinthemirror.”

“Dressingthewayyoufeeldressing

throughemotionsanddressingto

yourspirit.”

“Dressinginawaythatsuitsone’s

personality.”

Notworryingwhatothersthink

“Nottryingtofitamold.DressinghowIwantversuswhatotherswant.”

“Beingauthentictomeisnotlooking

forothersoutsideofmyselftofeel

validatedwhetheritisfromlooks,

personalityorjustcultureingeneral.”

“Meansthinkingformyselfbasedon

thevaluesinstilledinmeandnot

whatotherssayordo.”

“Beingyourselfwithoutcaringwhat

othersthinkorhowtheyperceive

you.”

Beingnatural

“Completenaturalstateiswhat

makesapersonfeelliketheirbest

self.”

“Naturalbeautypictureswith[out]

filters,nomakeup.”

“Beingnatural,nottochangetoo

muchlikeextensions,wearingtoo

muchmakeup,nobotoxandcosmetic

surgeriestolookbetter.”

“Itmeansbeingnaturalandlettingyourtruebeautybeseen.”

Authenticitymeansbeingtruetoyourself,livingwithoutself-judgement,beinginthemomentanduniquelyyou,nottryingtoimpressothers.

Beingyourself

“Beingauthenticmeansbeingtruetoyourselfandlovehowyoulook.”

“TobemyselfandaccepthowGod

hasmademeandlovewhoIam.I

ambeautifulinsideandout.”

“Beingauthenticisbeingyourtrue

self.Youdonothidewhoyouarein

fearofwhatotherswiththinkabout

you.”

“Itmeanstobeyou.Tobewhoever

youwanttobeatthemoment.”

Q15A.Nowlet'stalkaboutwhatitmeanstobeauthentic.Whatdoesbeingauthenticmeantoyou,intermsofyourappearance?Open-end

Base:Allwomen

AARP.ORG/RESEARCH|©2023AARPALLRIGHTSRESERVEDAARPRESEARCH19

Withyourfamily(Totaln=7,368,Ages18–49n=3,853,Ages50+n=3,515)

Intheirsocialcircle(Totaln=7,368,Ages18–49n=3,853,Ages50+n=3,515)

Atwork(Totaln=5,024,Ages18–49n=3,295,Ages50+n=1,729)

Intheirsocialmediaposts(Totaln=6,590,Ages18–49n=3,298,Ages50+n=3,292)

Atschool(Totaln=101,Ages18–49n=86,Ages50+n=15)

Ages18–49

88%*

81%*

77%*

67%

Basetoolow

86%

79%

69%

67%

60%

83%

77%

66%

68%

62%

Mostwomenfeeltheyareshowingupauthenticallyinallpartsoftheirlife.

Olderwomenareslightlymorelikelytoshowupauthenticallythanthoseyounger.

Averagepercentoftimewomenshowtheirauthenticselfineachsituation

Amongallwomen,totalandbyagerange

Total

Q17.Thinkingabouthowyoupresentyourselftothosearoundyou,what

percentofthetimeareyoushowingthemyourauthenticself?

Base:Allwomenanswering

Ages50+

*Indicatesasignificantdifferencebetweensegmentsata95%confidencelevel

AARP.ORG/RESEARCH|©2023AARPALLRIGHTSRESERVEDAARPRESEARCH20

Butwomenaregrowingallthetimeandbelievemostwomentrulycomeintotheirownauthenticselfatage42,onaverage.

Thevariancesinageofauthenticityacrossthedecadesindicatesthatwomenmaybechasingitforawhile,butnotforever.

PercentwhofeeltheyareabletobemoretheirauthenticselfnowAverageagewhenwomenareabletobetheirmostauthentic

than5–10yearsagoselves

Amongwomenages28+,totalandbyagerange(decade)Amongallwomen,totalandbyagerange(decade)

Totalages28+(n=7,054).78%Total(n=7,368).42

Ages28–29(n=237).75%Ages20–29(n=551).34

Ages30–39(n=1,872).76%Ages30–39(n=1,872).34

Ages40–49(n=1,430).79%Ages40–49(n=1,430).40

Ages50–59s(n=1,394).79%Ages50–59(n=1,394).45

Ages60–69(n=1,472).81%Ages60–69(n=1,472).48

Ages70+(n=649).74%Ages70+(n=649)