女性对美、年龄和媒体的态度调查报告（英）

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

Facebook

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