2024-01-23-AARP-女性对美_年龄和媒体的态度调查报告_34页_1mb

AARP Survey Summary: Women's Reflections on Beauty, Age and Media

Core Content

This AARP survey explores how women across different age groups perceive beauty standards, the role of media and social media in shaping these standards, and the importance of authenticity in both personal appearance and media representation. The study highlights the evolving nature of beauty standards, the influence of filters and editing tools, and the increasing desire for inclusivity and self-acceptance.

Main Findings

Beauty Standards Are Evolving

• Most women feel beauty standards are changing, with the perception that younger women are held to higher standards than others.
• The average age women feel are held to a higher beauty standard is 29.
• Older women are more likely to acknowledge beauty standards that allow for natural aging, indicating a shift in perception.

Media and Social Media Influence

• Media and social media are significant drivers of beauty pressure, especially for younger women.
• Women aged 18–49 are more influenced by Instagram, while those 50+ tend to rely on Facebook more.
• Over 70% of women believe that filters and editing tools are used in media, and most view these as distorting/negative.

Use of Filters and Editing Tools

• More than one-third of women have used filters or editing tools to improve their appearance.
• Younger women (18–49) are more likely to use them (54%) compared to older women (50+), who use them at a lower rate (20%).
• Commonly used filters include those that enhance skin tone, eyes, and overall appearance, but not those that alter age or gender.

Authenticity and Self-Perception

• Most women feel they are showing up authentically in their lives, with older women slightly more likely to do so.
• The average age women feel they are most authentic is 42, indicating a gradual process of self-acceptance.
• Women value authenticity in media and advertising, but few see themselves represented authentically, especially those 50+.

Inclusivity Movement

• The majority of women support the inclusivity movement, which aims to show women of all shapes, sizes, and skin tones in media.
• Younger women are more vocal in their support of inclusivity than older women.

Impact of Media on Consumer Behavior

• Companies that misrepresent or ignore women may face negative consequences in terms of consumer trust and future purchases.
• Authentic representation is crucial for brands to connect with their audience and avoid alienating them.

Key Insights

• Empathy and Self-Resilience: Women have a strong sense of empathy and are becoming more resistant to external beauty pressures as they age.
• Authenticity Matters: Authenticity is a core value for women, both in personal appearance and media representation.
• Inclusivity Gains Support: There is growing support for inclusive media, but representation of older women remains lacking.
• Filters as a Double-Edged Sword: While filters are widely used, they are seen as tools to keep up with standards, not as positive enhancers.
• Pandemic Influence: The pandemic led to a relaxation of beauty routines, especially among working women, with a notable shift in appearance and grooming habits.

Implications

• Media Representation: A shift towards authentic and inclusive media representation could significantly reduce beauty pressure on women.
• Community Engagement: Younger women can benefit from learning from older women about self-acceptance and resisting perfectionist ideals.
• Filter Awareness: There is a need for awareness and education about the negative impact of filters and editing tools.
• Brand Responsibility: Brands must ensure their advertising is authentic and representative to maintain consumer trust and relevance.

Methodology

• Survey Conducted By: NORC at the University of Chicago
• Method: Online and telephone surveys in English and Spanish
• Sample Size: 7,368 women aged 18+
• Demographics: Oversampled for Black/African American, Hispanic American, and Asian American/Pacific Islander women
• Weighting: Adjusted to reflect Census benchmarks on age, education, race/ethnicity, and geographic distribution
• Confidence Interval: ± 2.5% for the total sample
• Questionnaire Length: 20 minutes

About AARP and Partners

• AARP: A leading nonprofit organization for people 50 and older, focusing on health, financial stability, and personal fulfillment.
• NORC: A nonpartisan research organization with a long history of conducting trusted research.
• Interloq, LLC: A market research firm that provides data-driven insights to brands and marketers.

Contact

• Media Inquiries: media@aarp.org
• Study Questions: Contact Colette Thayer, PhD., or Angela Houghton at cthayer@aarp.org or ahoughton@aarp.org respectively.