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Part 1: Why Ignoring Larger Bodies Hurts Everyone—Including Businesses

Writer's picture: Wendy JIMJAMM WelsherWendy JIMJAMM Welsher

Updated: 4 days ago

When brands leave out larger bodies—whether in fashion, fitness, or media—they’re not just being unfair; they’re making a huge mistake. Skipping size inclusivity isn’t just harmful to people’s mental health—it’s also bad for business. It affects how people see themselves, limits economic opportunities, reduces fitness participation, and chips away at customer loyalty. Here’s why it’s time to rethink exclusion.



1. Excluding Larger Bodies Hurts Mental Health

When brands refuse to represent larger bodies, they’re essentially saying, “Thin is what matters.” That message? It’s extremely damaging. Research has shown time and again that being bombarded with the thin-ideal—something many ads obsess over—leads to higher levels of body dissatisfaction. And it doesn’t matter what size you are; it impacts everyone.


On the flip side, when people see body diversity—actual representation—it can make a big difference. A study out of the University of Exeter found that seeing ads featuring people of all sizes boosted body satisfaction and cut down on harmful behaviors like extreme dieting. It shows just how important it is for people to feel seen and valued.


Experts like Dr. Rachel Millner and Dr. Sabrina Strings have also dug into how body stigma hits marginalized groups the hardest. Basically, it’s not just media—we see weight bias everywhere, even in healthcare. And all this only reinforces a damaging cycle.


2. Advertising That Fails to Represent Hurts Brands, Too

Here’s the thing about a lot of advertising today—it’s stuck in the past. Many brands aim for an “aspirational” look, but it’s often code for “thin, young, Eurocentric.” They think this is what people want to see, but research shows otherwise. These outdated ideals don’t resonate with today’s audience.


Studies from Harvard Business Review have shown that brands that focus only on this narrow image risk becoming irrelevant over time. Consumers these days want authenticity—real people, real stories. When brands don’t deliver that, people notice, and the loyalty starts to fade.


3. Excluding Plus-Size Consumers Leaves Money on the Table

One thing that baffles me is how often brands overlook the plus-size market when it’s worth billions. According to McKinsey & Company, the U.S. plus-size fashion market alone is valued at more than $22 billion. That’s money just sitting there, waiting to be tapped into, but so many brands fail to offer inclusive sizing.


And it’s not just fashion. Fitness and wellness brands also shut people out by focusing only on weight loss. Dr. Joy Cox, author of Fat Girls in Black Bodies, talks about how fitness spaces often assume that larger people aren’t interested in working out. That’s not true at all. The real problem is that these spaces don’t make larger bodies feel welcomed or supported.


4. Weight Stigma in Fitness Spaces Pushes People Away

You know what’s stopping many larger-bodied folks from going to the gym? It’s not laziness or lack of interest—it’s the judgment they feel walking through the door. Studies by Dr. Rebecca Puhl show that weight discrimination in fitness spaces drives people to avoid them entirely. Imagine wanting to work out but consistently being reduced to your weight instead of your capabilities. It’s disheartening.


Larger-bodied people want to move. They want fitness communities where strength, joy, and well-being matter more than a number on the scale. And frankly, they deserve that.


5. Tokenism Isn’t Enough. People See Through It.

You’ve seen it before—a brand will toss in one or two plus-size models for a campaign, but that’s as far as they’ll go. This kind of performative inclusivity doesn’t fool anyone. Research from Emory University confirms that consumers can spot tokenism a mile away, and it damages trust. People want consistent representation, not a marketing ploy.


6. Truly Inclusive Brands Are Winning Hearts—and Wallets

Brands that commit to real inclusivity are reaping the rewards. A Nielsen study showed that 66% of consumers are willing to pay more for companies that align with their values. And today, body inclusivity is a key part of those values.


Ragen Chastain, a researcher and advocate, points out that when brands get it right—when they authentically represent body diversity—they don’t just attract more customers, they keep them. It pays to be inclusive, both ethically and financially.


The Bottom Line? Exclusion Doesn't Work

Leaving larger bodies out of the picture isn’t just wrong; it’s also short-sighted. Representation matters—for mental health, inclusivity in fitness, and helping businesses thrive. Brands that only cater to outdated ideals are setting themselves up for failure, while those that truly commit to inclusivity are leading the way.

People are done waiting for representation. Brands need to step up or risk being left behind. The future belongs to those bold enough to include everyone.

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1 Comment


Yuko Okamoto
Yuko Okamoto
2 days ago

HI

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