A new video from Canadian retailer Penningtons dispels many of the myths that surround plus-size yoga.
The video addresses "Why plus-size women shouldn’t do yoga," including assumptions like they can't lift themselves up, or they make everyone else feel uncomfortable. While these stereotypes are shared onscreen, they're accompanied by footage that proves the "reasons" to be absolutely wrong.
Along with its uplifting video, Penningtons notes " It’s time to reclaim power from a society that thinks we should look or act a certain way based on our appearance. Instead of trying to change ourselves to fit an arbitrary standard, let’s change perceptions." Moving beyond depictions of everyday beauty and models that haven't been Photoshopped, consumers now value brands that support authenticity and the body positive movement.
Empowering Yoga Commercials
Penningtons' Plus-Size Yoga Video Shuts Down Stereotypes
Trend Themes
1. Body Positive Movement - Disruptive innovation opportunity: Brands can tap into the growing demand for authenticity and body positivity by showcasing diverse and inclusive representations in their marketing campaigns.
2. Dispelling Stereotypes - Disruptive innovation opportunity: There is potential for brands to challenge societal stereotypes by producing content that challenges conventional beliefs and showcases the capabilities and strengths of marginalized groups.
3. Reclaiming Power - Disruptive innovation opportunity: Companies can empower individuals by encouraging self-acceptance and promoting the idea that beauty and success are not confined to a narrow set of standards.
Industry Implications
1. Fashion Retail - Disruptive innovation opportunity: Fashion retailers can redefine beauty standards by embracing diversity and offering inclusive clothing lines for all body types.
2. Wellness and Yoga - Disruptive innovation opportunity: The wellness and yoga industries can develop programs and content that cater to individuals of all sizes and abilities, offering a more inclusive and accessible approach to fitness.
3. Advertising and Marketing - Disruptive innovation opportunity: Advertising agencies can challenge traditional norms and create inclusive and empowering campaigns that resonate with diverse audiences.