Weight Loss Companies Prey on Women's Greatest Fears

Say What!? 7

woman looking at herself in the mirrorFrom the time I was about 10 years old, I've been a consumer of diet programs and products -- from weight loss camp to diet pills, diet frozen dinners to weight loss support groups. At the same time, I've always been confident, outgoing, and had a strong sense of self, never hesitating to know or to communicate who I am. And that has been the truth no matter where the scale has gone.

But the folks behind weight loss programs, pills, supplements, foods, and support groups want me -- and women like me -- to think otherwise. They'd rather our sense of self-worth and identity was inextricably woven to our weight. I realized this recently when I saw two posters at a Weight Watchers center, which display the following boasts from now-thin women: "When I look in the mirror, I see the real me" and "Now I'm the person I always wanted to be."

I couldn't help but notice that these were the messages exclusively from and targeting women ... Women like a lady in one of my WW meetings, actually, who called the leader's bluff and remarked that she's always worn fashionable clothes and loved how she looks in them, no matter what size she's fit into. The point she was making was loud and clear: Just because you have some weight to lose doesn't mean you should be having an identity crisis!

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After all, men aren't being told that they need to drop the pounds to be the person they've always wanted to be. In fact, the WW poster from and for men read, "You can do this." That's all. No mention of self-worth, the mirror, the real him. No, all he needs is a little Tony Robbins-style motivational tap.

I'm a Lifetime Weight Watcher, currently on the new PointsPlus program leading up to my wedding. I approve of the plan itself for the most part as a great way to learn and adhere to healthy lifestyle habits. But noticing how these two campaigns are like night and day really underlined a mega, double-edged problem when it comes to what Weight Watchers and similar companies are selling women and what we're buying. It's so disappointing to see how these commercial diets continue to steer us into a dangerous trap: Tying up who we are as people, our minds and souls, with our weight. Telling us that if we're overweight, we must not be our authentic selves.

It's the reason we waste so much time and energy berating ourselves when our jeans size goes up or when we have a craving for a "bad food." The reason some women overeat, undereat, or find themselves in abusive relationships, because they don't feel worthy of anything else. It's the reason we struggle to treat ourselves to self-compassion when we look in the mirror on a daily basis. The reason it's possible to negate a woman's success simply by calling her fat. Because the message women get from society is basically that if you're overweight, you're a nobody, or at least, you're certainly not the "person you've always wanted to be" or the "real you." But hey, once you're thinner, you will be! Tsk, tsk. Oh, but men, if you've got a few pounds to pare, fuhgettaboutit! You got this!

These sexist and completely screwed-up polar opposite messages assault us basically all day every day in this country. But perhaps realizing just how twisted and sad they are is the first step to tuning them out and embracing the truth that a scale is just a scale, a clothing size is just a clothing size -- never to be equated with the person we are on the inside.

Do you feel like weight is inextricably linked to who you perceive yourself to be? Does the way weight loss programs target women vs. men bother you?


weight loss, diets, obesity


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fleur... fleurdelys3110

Will the real Maressa Brown please stand up? This is your second great post today! I couldn't agree more with you.

Todd Vrancic

I must say I never noticed that.  My wife says she needs to lose weight, and if she says so, I believe her, but she is the same beautiful woman I married.  I am constantly telling her that I don't deserve someone as wonderful as she is.  I suppose, as a guy, I just don't pay attention to weight loss commercials.

Heather Duso Johnson

A friend was just saying they unsubscribed from someother friends because all the Visalus "ads" they were constantly posting.  One of my friends that sells the stuff is about to get the same treatment from me. I need to lose more weight and just plain get healthier, even when I was skinny I was never healthy.  I do not like  how woman are judged and treated differently just based on our weight, though I am just as guilty.  It is so prevelant in our culture and has been for over a hundred years.  Though I don't think my friends that are heavier than I am look half as bad as I do, even the ones that have to shop in the "woman" section.  And that's another thing, guys get "Big & Tall" and we get "Woman" seriously?  

Meg Moore

i do not like being fat.i never wanted to be fat.the person who i see in my head i snot fat..the real me is not a fat chick...

im far more concerned with the ones that say "guys are starting to take notice,in fact i have a date tonight".

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