~ serious social justice ~ Future Marketing

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— Anime Aesthetics (@animescoIorful) September 25, 2022

Here’s what we told Google: Fat-positive representation in marketing requires an understanding that anti-fatness is a serious social justice issue, one that intersects with many other issues of equity that socially responsible companies aspire to tackle. And there are five basics for plus-size inclusion that marketers can start tackling today.

1. Examine your language

NAAFA has been advocating for fat rights since 1969, and we’re one of many fat rights groups who insist on using the word “fat” rather than other terms and euphemisms. We know there can be mixed reactions to the f-word, and that may be especially true when it comes from businesses. Most companies use terms like “plus-size,” “larger,” or “higher weight.” Google opted to use plus-size based on feedback from their users. What’s best for your business will likely depend on what your audience wants. How can you look to fat people for guidance? Consider this, and then get a plan in place.

2. Start behind the camera

If you’re not inclusive off screen, you won’t be inclusive on screen. Hire plus-size staff. Work with fat creatives and influencers. Ensure your workspaces are accessible to bodies of all sizes and abilities. One pro tip: If your spaces don’t offer a variety of seating, you’re not there yet. And spend some time checking your workplace culture too. Diet jokes are not icebreakers, and weight-loss challenges “for health” actually create a toxic environment for many people, regardless of size.

3. Show fat people of all shapes and sizes

Inclusive representation means capturing the full range of fat bodies, including larger fat people, who are sometimes called “supersize” or “superfat.” It means not limiting representation to certain body types, such as hourglass figures for women and femmes. It also means actually showing fat people. When you cover up plus-size bodies in ways that other bodies are not, that’s othering, not inclusion.

4. Include all kinds of big people

Beyond capturing fat people of all shapes and sizes, inclusivity also requires accounting for all aspects of people’s identities. Current “progress” too often looks like able-bodied, young, cisgender white women who are only slightly larger than the marketing norm. But in the U.S., this is not an accurate reflection of the majority of people who are fat. Every other facet of identity you can think of — race, ethnicity, gender, age, ability, and so on — includes fat people. All fat people need representation.

5. Throw out the stereotypes

Finally, fat people are more than sidekicks, buffoons, and caregivers. There’s room for more roles. Show plus-size people in professional and leadership positions. Show us with agency, autonomy, and confidence. Include varied relationship statuses, social groupings, and family structures