Challenging Body Shaming and Beauty Bias

Lookism: this is the term that describes the tendency, often unconscious, to develop biases against those who do not conform to the dominant aesthetic standards imposed by society or the professional environment. As Valore D explains in Lookism nel mondo del lavoro, it is a form of discrimination based on a person’s physical appearance — real or perceived: height, facial features, body structure, age, skin color, or other external characteristics can become unspoken criteria for evaluation and selection.

As early as the 1970s, the first studies on the phenomenon showed that in the United States, people considered attractive earned salaries on average 5% to 15% higher than those who did not conform to dominant aesthetic ideals. Today, lookism is recognized as a form of often invisible discrimination that occurs throughout the entire career path: from recruitment to career advancement, from access to opportunities to strategic assignments, and even in the evaluation of leadership potential.

In this context, physical appearance comes to carry a weight comparable to other factors such as ethnicity, educational background, socioeconomic status, or age. Most workers believe that aesthetics influence their career growth and the judgment of those in higher positions within the organization. This perception is even stronger among women (60%) and younger employees (71%). During job interviews, 73% of people feel that appearance matters as much as — if not more than — qualifications. Among women, this figure rises to 78%.

This is what is referred to as the beauty premium: people considered physically more attractive receive, on average, higher salaries, greater access to career opportunities, and more positive evaluations in terms of competence and leadership. Conversely, those who deviate from conventional aesthetic standards face a penalty for unattractiveness: fewer chances of being hired or promoted. This can be the case, for example, for individuals with tattoos or piercings, which in more traditional work environments are still often associated with a lack of seriousness or reliability.

These dynamics are often rooted in unconscious biases, shaped by the experiences and culture of those who act on them. They are essentially aesthetic prejudices that influence decisions even when one believes they are acting impartially. It is important to emphasize that aesthetic pressure affects everyone, but some groups feel it more intensely: women, for example, experience it disproportionately.

When lookism intersects with other forms of discrimination — such as ethnicity, disability, or gender identity — biases are amplified. Afro-descendant women, for instance, are often pressured to conform to Western beauty standards, and hairstyles such as braids are sometimes perceived as unprofessional. In these cases, the risk of exclusion and marginalization increases.

It is precisely in light of these considerations that Findomestic chose to take action, starting with an internal cultural transformation aimed at fostering fairer, more inclusive workplaces free from stereotypes. This began with initiatives to combat body shaming and promote a perspective centered on body positivity or neutrality.

Through a webinar organized with Work Wide Women and open to Findomestic’s employees, the ways in which parental figures can support younger generations were explored, as well as the language that is important to provide practical help against the pressure to always appear perfect. During the program, the phenomena of pesismo and grassisimo were addressed through an analysis of fat-shaming — that is, all behaviors aimed at mocking and discriminating against people whose bodies do not conform to societal standards, by exploiting shame and the pathologization of larger bodies. Findomestic also collaborated with Parole O_Stili to tackle body shaming during adolescence, a sensitive stage of development in which nine out of ten young people have received unwanted and inappropriate comments about their bodies and body shapes.

In addition, the company’s Code of Conduct, in the section “Respect for People,” lists as unacceptable behaviors embarrassing remarks, lingering stares, whistling, unsolicited compliments, or criticisms regarding physical appearance. This course of action is not to be taken for granted and helps make the workplace safer, especially for those most affected by body shaming and lookism.