New cross-generational research by Butterfly Foundation finds body confidence declines with age

A new survey of 1,059 Australians by Butterfly Foundation dives into how body confidence can change with age and how factors influencing body image have changed over time.

Key survey findings:

• Body confidence is low overall and declines with age; only 9% of Baby Boomers (61-80) and 4% of Pre-Baby Boomers (81+) reported feeling very confident about their bodies, compared to 20% amongst Gen Z (16–30) and Gen Y (31–45).
• Men are twice as likely as women to say they feel very confident in their bodies (19% v 9%), while women were twice as likely to describe themselves as very unconfident (8% vs 4%).
• Body anxiety starts early, with around two in five Australians (42%) saying they became conscious of their bodies before age 14, and a further 28% saying this happened during their teenage years between 14 and 18.
• Two in five women (41%) said they had received a remark about their appearance that stayed with them for life, compared with around one in five men (19%).

(Sydney, 7 July 2026) Older Australians are the least likely to report feeling very confident about their bodies, according to new cross-generational national research released today by Butterfly Foundation, with Gen Z and Gen Y reported to be the most ‘body confident’ generation.

The findings have been released as Butterfly Foundation partners with Instagram Australia to launch ‘Enter the Chat: A Generation Exchange’, a new campaign encouraging candid conversations about body image across generations. The campaign encourages Australians of all ages to share experiences and perspectives about body image, helping to spark open and supportive conversations between generations.

Today, Australians say a range of social and cultural pressures influence how people feel about their bodies. Comparison to others is now the most commonly cited factor influencing how people feel about their bodies, among a range of influences including school environments, friends or peers, social and other media as well as comments or attitudes from family members.

The research suggests body dissatisfaction can build over a lifetime, shaped by years of social pressures, comparisons with others, and comments about appearance. Body confidence was highest among younger generations, with around one in five Gen Z and Millennials saying they feel very confident in their bodies, compared with just 9% of Baby Boomers and only 4% of Australians over 80. The lasting impact of body image experiences was also clear, with around one in three individuals saying a remark about their appearance had stayed with them for life.

“Body image is something that affects people across every generation, and this research shows how our confidence can shift over time and be shaped by many influences throughout life,” said Melissa Wilton, Head of Communications and Engagement, Butterfly Foundation.

“Enter the Chat: A Generation Exchange’ is about creating space for open and supportive conversations about body image, whether that’s between parents and teenagers, friends, or across different generations. By sharing perspectives and listening to each other’s experiences, we can help build a culture where people feel more confident and supported in their bodies.”

As part of the research, people in Australia were asked to identify the range of influences affecting body image and how these change over the years and with age. When reflecting on childhood and adolescence, the leading factors included friends and peers (47%), family comments or attitudes (42%), school environments such as bullying or appearance-based comments from teachers (39%), and comparisons with others (33%).

The campaign highlights tools that help people tailor their experience, including Instagram’s “Reset suggested content” feature, which lets people refresh recommendations across Reels, Explore and Feed and reset personalised content preferences.

“We’re proud to partner with Butterfly Foundation to encourage open conversations about body image across generations,” said Mia Garlick, Regional Director of Policy, Meta.

“By bringing together voices from different generations, the campaign highlights the importance of listening to one another’s experiences and supporting more positive discussions around body image. We’re also continuing to develop social media tools that help people shape their experience online in ways that feel right for them.”

The campaign is supported by video content featuring a diverse group of Australians, including Cheek Media’s Hannah Ferguson and Sports TV presenter and celebrity Mark Beretta, alongside content creators, including a reality TV contestant, a General Practitioner, and other people with lived experience of eating disorders, sharing real conversations about body image across generations.

-ENDS-

Media contact

Matt Grundy, ICON Agency

matt.grundy@iconagency.com.au

Notes to Editors
For confidential and free support for eating disorders and body image concerns, connect with the Butterfly National Helpline, available seven days a week from 8am to midnight (AEDT) by calling 1800 ED HOPE (1800 33 4673) or visit www.butterfly.org.au to chat online or email.

As part of the ‘Enter the Chat: A Generation Exchange’ campaign, a series of videos were filmed featuring a diverse group of Australians from different generations sharing their honest perspectives on body image, their personal experiences, and how different factors can shape the way people see themselves.

Participants include:

• Hannah Ferguson, CEO, Cheek Media
• Brock Valensinii, content creator
• Abiola Oreyomi, musician and Big Brother 2025 contestant
• Jenna Hudson, content creator and Butterfly ambassador
• Dr Preeya Alexander, GP and medical content creator
• Mark Beretta, former Sunrise sports presenter
• Mark Mariano, content creator
• Clare Loewenthal, Author and Butterfly Lived Experience Pathfinder

Clare Loewenthal, Abiola Oreyomi, Hannah Ferguson, Jenna Hudson, Mark Mariano and Brock Valensinii are available for interviews upon request.

About Butterfly Foundation

Butterfly is the national charity for all Australians 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.

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 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