With the advent of Ozempic—a groundbreaking medication for managing diabetes that is now being widely used (and sometimes abused) as a weight loss tool—we’re witnessing a seismic shift in beauty and body trends. It’s a shift that feels eerily familiar, echoing the hyper-thin ideals of the early 2000s. And it’s happening at breakneck speed.
We’re seeing ads and media content featuring thinner and thinner bodies, signaling the resurgence of an aesthetic that prioritizes a narrow—both literally and figuratively—ideal of beauty. But as marketers, we have to ask ourselves: what role do we play in this?
Marketing’s Role in Shaping (and Reflecting) Trends
Our job is to target the right audience, but what does “right” mean in a world where body trends are cyclical and culturally loaded? Are we going to revert to an era dominated by ads featuring skinny, white, traditionally “aspirational” figures? While these ads have proven effective for some brands in the past, they’re also repetitive. And in a fast-moving, content-saturated world, repetition isn’t just uninspired—it’s ineffective.
Trends now move faster than ever, propelled by the viral nature of social media. What’s aspirational today may be archaic tomorrow. The early 2000s body trend may be back for now, but history tells us it won’t last. As soon as Ozempic-like solutions become accessible to the masses, the inexplicably wealthy will pivot to the next unattainable standard. We’ve seen it before: the Brazilian butt lift boom of 2016, the obsession with lip fillers, and now the rise of “ponytail facelifts” and ultra-skinny bodies.
So where does that leave us as marketers? Chasing the next big trend—or forging a more meaningful path forward?
The Case for Rejecting the Single Crayon Approach
The brands that will thrive in this shifting landscape are not the ones that default to the most obvious trend. They’re the ones that continue to innovate, pushing for diversity and representation even when it’s not trendy.
Let’s be clear: bodies, beauty, and representation are political. Every ad you create paints a picture of the world your brand wants to inhabit. Who are you including in that picture? More importantly, who are you leaving out?
When marketers default to the “trend forecast,” they risk alienating large swaths of their audience. We’re already seeing companies roll back diversity, equity, and inclusion (DEI) initiatives, signaling a broader cultural shift toward traditionalism. But this rollback is short-sighted. Not only does it ignore the values of younger, more diverse generations, but it also overlooks the fatigue audiences feel when bombarded with the same narrow depictions of beauty.
Media Literacy: A Necessary Skill
As marketers, we must also recognize the critical importance of media literacy—both for ourselves and our audiences. Ask yourself: Who benefits from the resurgence of the rail-thin ideal? Whose bodies are being erased or vilified in the process? What broader cultural and political systems are reinforced by these beauty standards?
Consumers often lack the tools to critically evaluate the images and narratives they’re being sold. As marketers, we have an ethical responsibility to do better—to create campaigns that are not only effective but also thoughtful.
The Bigger Picture
Reverting to early 2000s beauty standards isn’t just a step back for representation in advertising; it has real-world consequences. It impacts how people see themselves, how they interact with your brand, and even how they engage with broader cultural movements.
When we market a singular ideal, we reinforce exclusionary standards that ripple across society. We alienate audiences who don’t fit the mold, and we risk aligning our brands with regressive values.
If we want to stay relevant and grow, we must do the opposite. We must push for inclusive, innovative representation that reflects the complexity and diversity of the world we live in—even when it’s not part of the trend cycle.
Choosing Boldness Over Familiarity
The rise of Ozempic and the return of early 2000s body trends pose a significant challenge for marketers. But they also present an opportunity. Will we choose the easy, uninspired path of catering to outdated ideals? Or will we forge a new one, creating campaigns that celebrate diversity, innovation, and authenticity?
Because here’s the truth: the brands that refuse to be boring—the ones that dare to challenge the status quo—are the ones that will thrive in the long run.