“What can your body do?” : How brands and organisations can support women’s body confidence by focusing on body functionality

What would happen if we encouraged women to reflect on what their body can do, rather than on how their body looks? That is, what if we asked women to appreciate their body functionality? Our research has shown that focusing on one’s own body functionality can contribute to improvements in body image, potentially by helping to counteract societal and internalised pressures to emphasise one’s appearance.