New campaign to end the effects of lookism by collective social action

“This is not just something that affects women as research has found that it really does affect us all" - Professor Heather Widdows

A researcher from the University of Birmingham is calling for collective social action to acknowledge the effects of lookism* in our visual and virtual culture.

While the word lookism is not new, Professor Heather Widdows argues that it is a prejudice that is more prevalent and more damaging in a virtual culture where our bodies are ourselves. Body shaming is shaming people. Lookism has become so common that we have come to accept it, and even worse, expect it. Heather defines this as ‘everyday lookism’.

Her research shows that looking beautiful has become effectively a moral imperative in today’s society. While we used to define ourselves by the mind, personality, or character, sculpting or buying the perfect body or the ‘perfect me’ has become an ethical ideal to live by, and according to which we judge ourselves good or bad, a success or a failure. This is what makes the effects of ‘everyday lookism’ so damaging.

Professor Heather Widdows said: “Negative comments about other people’s bodies matter – it is an unacceptable prejudice that cuts deeply. We should not do it, we should call others out when they do it – from friends and family, to public figures and celebrities.

“This is not just something that affects women as research has found that it really does affect us all. We’re asking people to share their experience – to tell us what it was, how it made them feel, and together we can stand against it.”

To launch the campaign, Heather Widdows asked a room of more than 300 people to anonymously share their experiences of everyday lookism. More than half did, and here are some of their responses:

“If you toned up your body I would like you so much better”

“Should you really be wearing that at your age”

“You’d be very pretty if you lost weight”

Share your ‘lookism’ story on social media by using #everydaylookism, or share directly with Heather and her team here:

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Note to Editors:

* Lookism is a little used word that defines is discriminatory treatment toward people considered physically unattractive.