Social media has transformed how Americans communicate, shop and entertain themselves — and now, new research suggests it is also reshaping how women see beauty and their own bodies, for better and for worse.
For decades, beauty ideals for women were tightly controlled by Hollywood, fashion magazines and advertising campaigns. One decade praised Marilyn Monroe’s hourglass curves, while another glorified the ultra-thin runway look of 1990s supermodels. No matter the era, the message was often the same: there was only one “right” way to look, and women were expected to chase it.
That formula has been disrupted in the age of Instagram, TikTok and YouTube. Social media platforms now showcase influencers and creators of every size, background and appearance, challenging long-held notions of what beauty should look like. For the first time, many women are seeing bodies that resemble their own reflected back at them on a daily basis, rather than airbrushed images of size-zero models.
But as body positivity and size inclusivity gain traction, another trend is emerging alongside it: American women, on average, are physically larger than they were in previous generations.
A study published in the International Journal of Fashion Design, Technology and Education suggests the definition of “average” has quietly shifted. Researchers found that the typical American woman now wears between a misses size 16 and 18, which aligns with a plus-size 20W. Waist measurements have also expanded, increasing from just under 35 inches to more than 37 inches over the past 20 years.
Study contributor Susan Dunn told Today that understanding these numbers could help women feel less isolated or self-critical. She also urged the fashion industry to take notice, arguing that this demographic isn’t going anywhere and deserves clothing that fits properly and is easy to find — not hidden in obscure corners of stores or limited to online-only options.
Government data backs up the trend. According to the Centers for Disease Control and Prevention, the average American woman now weighs roughly 170 pounds, up significantly from about 140 pounds in the 1960s.
Experts point to a combination of factors driving the change. Desk jobs and screen-heavy lifestyles have reduced daily movement, while processed and calorie-dense foods are more accessible than ever. At the same time, shifting cultural attitudes have eased the relentless pressure to diet, allowing more women to prioritize self-acceptance over constant weight loss. Genetics, stress and limited access to nutritious foods also play a role.
Still, health professionals warn against confusing body confidence with ignoring medical realities. The World Health Organization reports that global obesity rates have doubled since 1990, and institutions like the Mayo Clinic caution that obesity can increase the risk of serious conditions, including heart disease, diabetes, high blood pressure and certain cancers.
Social media remains a double-edged sword — capable of empowering self-expression while also encouraging sedentary habits and unhealthy routines. As beauty standards continue to evolve, experts say the key lies in balance: celebrating individuality while staying mindful of long-term health.
In the digital age, beauty may finally be broadening its definition — but the conversation around wellness is far from over.
