Many likely found themselves either screaming out loud or quietly wondering: “What 81-year-old really looks this smooth and wrinkle-free?” If the intention was to represent how beautiful and sexy older women can feel, why stick with the same formula of photoshopping away many of the imperfections that come with age? According to a 2021 survey from Deloitte, 57% of consumers are more loyal to brands that are committed to embodying inclusiveness in their actions – and not just in front of the camera.For all the praise Stewart got for her cover, there are also women who feel like a magazine that has long promoted impossible beauty standards was at it again with a different target. The problem is that it’s hard not to see the cover as just another example of a company holding on to old branding strategies while feigning diversity (not the first time for Sports Illustrated), all in the hopes of getting clicks and boosting sales. When the excitement fades, brands need to pay attention to the ways this strategy puts people off.
Despite my general state of cynicism, I love that Stewart felt comfortable flaunting how proud she is of her body and, more important, her legacy as a savvy and resilient businesswoman.
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