Social media has transformed modern beauty standards. For decades, women were expected to fit one ideal body type, shifting from Marilyn Monroe’s curves to the thin models of the 1990s. Now, platforms like Instagram and TikTok show creators of all sizes, making beauty more diverse and inclusive.
At the same time, research shows American women are getting larger. A study in the International Journal of Fashion Design, Technology and Education found that the average U.S. woman now wears a size 16–18, not size 14 as previously believed. Average waist size has also increased from 34.9 to 37.5 inches. Experts say recognizing this “new average” can help women with self-image and encourage the fashion industry to offer better-fitting clothing.
The CDC reports that the average American woman now weighs about 170.6 pounds, up from 140 pounds in the 1960s. Lifestyle changes, processed foods, cultural acceptance of larger bodies, and environmental factors all contribute.
But while body positivity is rising, experts warn that obesity is not just a cosmetic issue. The WHO says global obesity rates have doubled since 1990, and the Mayo Clinic notes it increases the risk of serious health problems like heart disease, diabetes, and certain cancers.