GLP-1 medications are more than just another fleeting trend in weight management. These science-backed interventions lower blood sugar, reduce the risk of heart attacks, and even curb addictive behaviors. For many, they’ve been transformative. But their rise doesn’t happen in isolation. These medications sit at the crossroads of wellness, beauty, and societal pressures, creating a complex dynamic that brands must recognize and navigate thoughtfully. While their medical benefits are undeniable, their association with celebrities and appearance risk overshadowing their therapeutic value. At the same time, prioritizing these medications can shift the focus from sustainable efforts like learning to make satiating food choices, managing stress, and expanding access to healthier options.
Women have always been central to the weight-loss conversation, and GLP-1s are no exception. Telehealth platforms have leaned into hormonal health, rolling out peri- and menopause focused treatments that often reduce weight management to a streamlined, prescription-driven process. These medications promise relief from the challenges of weight management exacerbated by hormonal shifts, cravings, and mood fluctuations. But this convenience comes at a cost. For some, GLP-1’s are presented as a first-line solution, bypassing deeper discussions about nutrition, mental health, and addressing the root causes of hormonal issues. The stakes are deeply personal. For the 61% of women trying to lose weight who say their goal is to “feel their best,” this aspiration is shaped not just by individual desires but by societal pressures. When weight loss is framed as a moral test of discipline, turning to medication can feel like “cheating,” compounding the emotional toll.
Rather than representing a clean break from the past, GLP-1s often feel like a more sophisticated version of old diet culture trends. The body positivity movement has helped many reject the idea that thinness equals worth, and that progress shouldn’t be undone. But for consumers, using GLP-1’s doesn’t have to conflict with those values. These medications can be part of a health-first approach when framed as tools for well-being rather than shortcuts to beauty. Still, the cultural context matters: thinness remains coded as virtue, and even influencers who built their platforms on body acceptance now face scrutiny for turning to GLP-1’s.
This backlash reflects a deeper tension, since many users report guilt and anxiety, with 79% saying weight loss alone doesn’t improve self-esteem. After years of separating health from size, consumers risk collapsing them again. The real challenge isn’t whether GLP-1s work. They do, but how can people navigate these decisions, especially when the choice to use them is so polarizing, without reinforcing harmful ideals? For women, this means rejecting the false choice between “cheating” and “neglecting health” and embracing a more inclusive view of well-being.
The resurgence of diet culture doesn’t have to be a step backward. It can be an opportunity to redefine the conversation on our own terms. The rise of GLP-1’s for conditions like menopause highlights that weight and health are not one-size-fits-all, making personalization more important than ever. The answer isn’t to demonize GLP-1’s or romanticize struggle. It’s to create space for health positivity, where people can make decisions about their bodies without fear of judgment. This means normalizing medical intervention without attaching morality, pairing treatments with mental health support, and reframing the focus from transformations to empowering choices, like fitting in a walk or eating better. By promoting an inclusive version of health that emphasizes overall well-being rather than appearance, brands have the opportunity to build credibility, earn trust, and shape advancements in weight management toward a more balanced perspective on health.
Three Recommendations for Brands:
Root products and communication in evidence and empathy. Brands that want to help women as they navigate weight management and/or hormonal changes need to base their products on scientific evidence and deliver their brand messages with empathy. Whether women are choosing GLP-1 drugs or food, drink, beauty, or personal care products with functional ingredients to help them navigate hormonal shifts, products and marketing that maintain credibility will better stand the test of time than those that appear to be exploiting the latest issue in women’s health.
Invest in education and develop innovative companion products. Concerns about hormonal health and using GLP-1 drugs are still new, and consumers need trustworthy information and a variety of products to personalize their journeys. 37% of US women who currently use GLP-1 medications do so because they were struggling to achieve results through diet and exercise alone, which is more than the 27% of male GLP-1 users who have the same motivation. Brands can position their products as support systems that help consumers as they make commitments to change their nutrition, activity, and mental health habits.
Continue to depict people of all shapes and sizes in advertising. The goal of losing weight to “feel your best” is a perfect example of how personal weight management and individual goals have become. “Feeling your best” does not equate to “skinny” for most people. It might be having the energy to play with your kids more often, as depicted in recent ads for the GLP-1 drug Zepbound. Brands must stay committed to body positivity and keep communication inclusive and supportive to best reflect the diversity in society. This is especially important as GLP-1 drugs remain financially unaffordable for many people who might want or would benefit from them.
In conclusion, as GLP-1s continue shaping the conversation around weight management, brands have a unique opportunity to lead with empathy, inclusivity, and innovation. By prioritizing health over aesthetics and empowering women to make informed choices, they can help redefine what well-being truly means in 2025.
Discover how brands can empower consumers to live healthy lifestyles, embrace wellness, and responsibly use GLP-1 drugs. Mintel Clients can contact their Account Manager or access additional insights here (Client access only).
Not a client yet? Contact us today to learn how Mintel can help your business stay ahead of the curve in the wellness sector and plan for the future.
