Almost half of New Zealand girls are using filters and retouching apps by age 10 according to Dove’s latest research. Images supplied.
It’s no secret that social media can be detrimental to our mental health and self esteem but the impact starts from a young age according to Dove‘s latest research. Face altering filters and retouching apps are being used by almost half of New Zealand girls from as young as age ten which is definitely a serious concern.
Dove recently completed a global survey of girls aged 10-17 which was conducted by Edelman Data & Intelligence, a multidisciplinary research, analytics and data consultancy. The results show the detrimental effect of social media and revealed that 50% of New Zealand girls were apprehensive about what they were sharing online and wished they could share content freely without worrying about the reactions of others.
Over half of the girls surveyed (56%) confessed to taking lots of photos in order to capture the perfect one and as a group New Zealand girls are spending 101 minutes on social media every day which is higher than Australian girls who spend an average of 88 minutes daily. While 58% of New Zealand girls say filters have become part of everyday life and 41% of New Zealand girls feel less beautiful after seeing photos of their friends on social media.
Dove are committed to raising awareness about this issue and have partnered with media personality and mother of three, Toni Street. Of the research, Toni Street says, “While the odd filter can be lots of fun, constant consumption of social media and the digital distortion available these days is clearly having a lasting negative effect on the self-esteem and body confidence of our young people. I want to make sure I have the knowledge and tools to help my kids through these challenges. I hate the thought of our young people being consumed by the way they think they need to look.”
As part of Dove’s Self-Esteem Project, which aims to help 250 million kids worldwide with self-esteem education by 2030, the brand has launched its Confidence Kit. The aim is to help shine a light on the issues around selfie culture and digital distortion by providing parents and teachers of teens with practical tools and solutions to help boost body confidence and navigate social media in a healthier way.
The Confidence Kit was created with Professor Phillippa Diedrichs, Research Psychologist at the Centre of Appearance Research at the University of West England. She thinks that while certain aspects of social media can promote connection and well-being, the way in which social media is treated can often be a double-edged sword, with constant consumption of media often resulting in negative feelings towards individuals body confidence, mood, and self-esteem.
“Oftentimes, this can be attributed to users spending significant amounts of time posting selfies, using editing apps and filters to alter their appearance, comparing themselves to others, and seeking validation through comments and likes. It is therefore imperative that we help young people to develop the skills to navigate social media in a healthy and productive way,” says Professor Diedrichs.
The Confidence Kit is available online and provides a helpful resource for parents and teachers with a dedicated tool that allows parents and caregivers to understand the challenges of what a young person is likely to face online in the digital media era. By using this tool they can empower young girls to improve their self esteem and better understand the illusion of social media.
“For over 60 years, Dove has been a leading advocate for real beauty and its authentic representation in advertising and digital channels,” says Nicky Sparshott, Unilever Australia and New Zealand CEO. “The evolution of social media and the filters and editing apps that come with it to portray a certain image, has not only enabled creative expression but hindered the way in which we see ourselves.”
“After three years of increased screen time in a pandemic environment, heightened exposure to unrealistic beauty ideals and never-ending beauty and fashion trends; there has never been a more important time for us to reflect on the impact that this is having on our mental wellbeing as well as the way in which our children perceive themselves. As a mother, I am proud to be part of a campaign that highlights these issues and empowers others to help young people navigate social media in a positive way in the digital day and age.”
Dove has produced a TVC of a ‘Reverse Selfie’ to spread awareness of the Confidence Kit. It shows the emotional and physical stages of posting a selfie and highlights how editing tools once only available to the professionals can now be accessed by young people at the touch of a button on their cellphones and without regulation. The effect of which is huge and detrimental to everyone but especially young girls.
The Dove Self-Esteem Project Confidence Kit is available to download online.
Images supplied.