Butterfly commissions Australia’s first report on the impact of appearance ideals

Butterfly Foundation, the national charity for people impacted by eating disorders and body image issues, has commissioned a report by KPMG on costs to the Australian economy caused by body dissatisfaction and appearance-related discrimination. 

Due to be released in early 2025, ‘The economic and social impact of appearance ideals in Australia (2024)’ report will be the first report in Australia to measure the direct and indirect costs to the Australian economy caused by body dissatisfaction. These vital insights into the pressures and discrimination that exist around how people look, how these appearance ideals can impact body image and lead to eating disorders, as well as the societal and individual costs associated, will help to support Butterfly’s mission of improving the experiences of people impacted by body dissatisfaction and eating disorders across Australia. 

Dr Jim Hungerford, Butterfly’s CEO, says “Knowing the true cost and consequences of appearance ideals and discrimination in Australia will be invaluable in informing our health promotion, prevention and early intervention work. This work is critical in reaching our ultimate goal of reducing the number of people impacted by body dissatisfaction and eating disorders and creating a society where people are valued and respected beyond their appearance”. 

Evie Gardiner, who has a lived experience of disordered eating, says “As a fat person who experiences weight-based discrimination and the many costs tied to appearance ideals, I am hopeful this report will bring these hidden costs to light- especially for those facing social, financial and emotional impacts daily. By shedding light on these often-overlooked experiences, this report will help drive awareness and deepen understanding of the wide-reaching consequences of appearance ideals and appearance-based discrimination”. 

This announcement follows other prominent economic cost studies that have been important in advancing access and equity in the mental health sector, including Butterfly’s groundbreaking Paying the Price report – the first report in the world that quantified the social and economic costs of eating disorders – recently revealing that 1.1 million Australians currently live with an eating disorder, at a total economic cost of $67 billion, and Dove Self-Esteem Project’s The Real Cost of Beauty Ideals report in America which found that body dissatisfaction incurs US$84 billion in financial costs each year, with an additional US$221 billion in loss of wellbeing. 

Research for the Australian Appearance Ideals report being developed by KPMG is now underway with the input of an Expert Advisory Group and a Lived Experience Consultation Group and includes an anonymous, online survey to understand how body image and appearance ideals have impacted Australians aged 16 and over.  

For more information and to take part in the survey, visit https://insightssurvey.kpmg.com.au/wix/p411951721078.aspx  or email: comms@butterfly.org.au 

-ENDS-  

Media Contact 

 Editor and producers note: Please include the following support line details in all media coverage of this story and refer to the Mindframe Media guidelines for safe reporting on eating disorders. Please include the following helpline message. 

Help and Support 

Anyone needing support with eating disorders or body image issues is encouraged to contact: 

• Butterfly National Helpline on 1800 33 4673 (1800 ED HOPE) or visit www.butterfly.org.au to chat online or email, 7 days a week, 8am-midnight (AEST/AEDT). 

• Eating Disorders Victoria Helpline on 1300 550 23 

• For urgent support call Lifeline 13 11 14 

About Butterfly 

Butterfly is the national charity for people in Australia impacted by eating disorders and body image issues, and for the families, friends and communities who support them. Butterfly changes lives by providing innovative, evidence-based support services, treatment and resources, prevention and early intervention programs, and by advocating for the needs of our community.