Asics' Alternative Weight Loss Message Challenges Fixation on Exercise

Despite the rise in body positivity, 2024 appears to be the year we return to an era of weight loss fixation. Searches for 'weight loss exercises' have skyrocketed, up by 552% in the last year, with 'quick weight loss' searches even higher at 581% year-on-year.

Trends observed across social media and traditional media outlets show that content about 'fat-burning' and 'quick weight-loss' methods has dramatically risen by 296% over the past year. To date, there are over eight million posts relating to weight-loss workouts on TikTok in 2024. 

Meanwhile, conversations about exercise for mental health remain significantly less frequent. The number of videos focused on 'exercise + weight loss' has increased by 204% this year, 33% more than videos which focus on exercise and mental health.  

This current fixation with exercise purely as a tool for physical weight loss is adding to the pressure people are already feeling and overlooks the broader mental health benefits of exercise. This comes as new research from ASICS shows that 42% of adults feel that seeing ‘rapid weight loss’ content makes them feel insecure and negatively impacts their mental health. 59% of people believe that celebrity weight loss content is the worst thing on social media for people’s mental health (59%). And 70% say that seeing weight loss content on social media doesn’t motivate them to exercise. 

More broadly, the research highlights that 80% of UK adults believe that the media’s focus on celebrity bodies negatively impacts self-esteem. 72% believe society’s obsession with the perfect body image is bad for people’s mental health.   

When searching for weight loss related content, ASICS’ #15MinuteWeightLoss campaign will appear in peoples’ search results to intercept the culprit - physical weight loss content – redirecting searchers to content celebrating the mental benefits of a just 15 minutes of movement.

72% of people believe society’s obsession with the perfect body image is bad for people’s mental health.

Therefore, the disruptive '15 Minute Weight Loss' campaign features a series of fitness and body positivity influencers, including Em Clarkson and Scottee, who appear to be about to give another 'instant results' weight loss exercise video before revealing that just 15 minutes of physical exercise can take the weight off your mind.​ 

A global ASICS study conducted by Professor Brendon Stubbs from King’s College London, which explored the link between movement and mental wellbeing, found that just 15 minutes and nine seconds of physical activity is enough to start to experience the positive mental benefits.

Gary Raucher, EVP, of ASICS EMEA, said, “The increasing focus on exercise purely as a tool for weight loss is worrying. Research shows that society’s obsession with exercising for the 'perfect' body is adding pressure and putting people off exercise. Today’s campaign is a crucial reminder for people to move for their minds, and not just for how it changes their bodies.  

“At ASICS we’ve always believed in the positive impact of movement, not just on the body, but also on the mind. It’s why we’re called ASICS, an acronym for the Latin ‘Anima Sana in Corpore Sano’ or ‘a Sound Mind in a Sound Body. We remain committed to supporting more people to move and experience the positive mental benefits of movement.” 

Alex Wood, chief creative officer at Golin, said, “Rapid weight loss culture and content is warping peoples’ relationship with exercise and their bodies. Just talking about the problem is ineffective, so this campaign aims to interrupt online search behaviour where it happens – challenging the pressure to grind One’s way to a slimmer figure, while reminding of the mental benefits of movement”.