This thesis studies how content posted on Instagram related to the beauty industry affects the self-image of Millennials and Generation Z women. It also aims to determine if there are differences between these two generational cohorts. By investigating this, the study aims to fill some of the gaps in current academic research. This study provides a clear definition of the two generations and provides insight into their main characteristics, perceptions, attitudes and behaviors in general, as well as their self-image and the role Instagram plays in it. Say no to plagiarism. Get a tailor-made essay on “Why violent video games should not be banned”? Get an original essay This is done through two research strategies: critical analysis of secondary data and qualitative primary research in the form of semi-interviews -structured with several Millennials. and Gen Z women. Data was collected from online reports, books, articles and interviews. This study identifies Instagram as the most used social media platform among millennial and Gen Z women and challenges the argument that Instagram is considered the social media platform with the most negative effects on mental health and self-image among these demographics. Furthermore, the analysis of the collected data allows us to note relevant relationships between the differences in macro-environmental factors influencing the two generational cohorts affecting their use of social media and the effect of Instagram on their self-image. This thesis aims to determine how content posted on Instagram related to the beauty industry affects the self-image of millennial and generation Z women and to determine if there are differences between these two generational cohorts . This study defines the Millennial generation as anyone born between 1981 and 1996 and Generation Z as anyone born between 1997 and 2010 (Scott, 2016). Due to constraints related to the number of words and the time that could be devoted to this thesis, the choice was made to focus this study only on these generational cohorts living in North America and Western Europe. Although these two demographics have been shaped by similar macro-environmental factors such as digital media, an unstable economy, and a potentially threatening environment with wars and terrorist attacks, there are critical differences between the two that could affect how how they interact with social media (especially Instagram) and how the images they see influence their self-image. Firstly, this study will provide insight into both the demographics, what has shaped them and how they interact with social media, focusing on Instagram and how this may have affected their self-image. It also provides a comparison of these generational cohorts. This will be done by conducting secondary research. In addition to analyzing relevant secondary research, primary research will be conducted to delve deeper into the minds of individuals in both demographic groups to better understand how the images they see on Instagram affect their self-image and how these feelings differ from one demographic group to another. Since there is no comprehensive body of academic research available on this topic, this study aims to fill some of the gaps in current academic research conducted to date. As the research question is quite current, little academic research has been conducted. carried outso far. Therefore, the secondary research is based on industry reports from renowned companies such as WGSN (2017), Nielsen (2018), Ernst & Young (2015), Business of Fashion (2018), and Pew Research Center (2018). these institutions are highly regarded and are considered appropriate for this study because they discuss both generational cohorts and the use or effects of social media on them. The strengths of these reports are that they are very factual and current. Weaknesses in the evidence presented are that the reports provide fairly limited and basic information and do not provide a comprehensive comparison of the two generational cohorts. A crucial theory relating to self-image in Maslow's book A Theory of Human Motivation (2013) informed this study as it provides a fundamental basis for understanding the human mind and its motivational drivers and is applicable to each generational cohort. The information presented in the following chapters constitutes the secondary research results from which the primary research will be constructed. Generation Z, also known as iGeneration, is the demographic cohort following Millennials (or generation Y). Defined as those born between 1997 and 2010, this generation exceeds the 60 million millennials by one million (Scott, 2016). Generation Z was born into a digital world and grew up with technology at the forefront of their lives, meaning they were raised knowing they can talk to anyone, any anywhere in the world, with just the click of a button. Having global means of communication, they are also accustomed to accessing any information, anywhere and at any time. Generation Z is considered the first generation for whom the extraordinary technological advances of the 20th century are simply part of normal life (Oxford Royale Academy, 2018). Additionally, according to a 2015 report from the Pew Research Center (Pike, 2016), 92% of American teens are online daily, and 24% are online almost constantly. Born after 1997, Generation Z individuals have always experienced instability. and even danger. They experienced the Great Recession of the late 2000s and early 2010s, the threat of terrorism and war, and cyberbullying. This turbulent upbringing made them more self-aware, more independent, and more motivated, according to a 2015 study by Ernst & Young (Ernst & Young, 2015). Because they were raised in this environment, they are more cautious and thoughtful consumers, leading them to spend less than previous generations. They are less loyal to brands and are more demanding of the brands they want to buy (Pike, 2016). Although it may seem that the world has become more dangerous, it has become more tolerant thanks to the contributions of Generation Z. They are considered the most tolerant generation to date (Pike, 2016). They were raised with Barack Obama as President of the United States, LGBTQ+ rights being openly discussed and with the fact that gender roles are ever-changing and fluid. The fact that this generation is more self-aware and more self-reliant has led to them being considered the entrepreneurial generation. In fact, 62% of them would like to start their own business rather than work for an established company, while only 43% of students (the youngest Millennials) feel this way. Eighty-nine percent say they spend some of their free time on productive and creative activities instead of just “hanging out.” Moreover, 80% of high school students consider themselves more motivated than their peers (Ernst & Young,2015). Finally, mental health and well-being are important to Generation Z. This generation drinks less alcohol, smokes less and goes out less than previous generations. This is partly due to the rise of social media. Gen Z individuals don't need to go out to socialize with their friends; they can do this online from the comfort of their own home, which is also known as “isolated socializing” (Daly, 2017). However, according to Chloé Combi, a former high school teacher and writer for Generation Z (2015), in a conversation with Vice journalist Max Daly, the most crucial effect on levels of alcohol and drug use is the fact that social media has created a whole new level. of vanity. We live in a society that is becoming more vain and concerned about its image. It's like don't do drugs, eat kale. Teenagers think that if they don't drink or do drugs, if they stay at home drinking green smoothies and meditating, they will be beautiful and have really shiny hair. And shiny hair looks great on Instagram (Daly, 2017). Another indicator that could have influenced this behavior of Generation Z is the years of public health campaign. A Business Insider analyst reported, "Twenty years of anti-drug, anti-smoking, and anti-alcohol education have done their job: It's no longer 'uncool' not to drink or take drugs" (Taylor , 2018). One could conclude that Generation Z is fundamentally different from previous generations in terms of their perceptions, attitudes and beliefs which were formed, one could say, in turbulent circumstances in an extremely rapidly changing digital world. This has enabled the main characteristics of Generation Z to be self-aware, persistent, realistic, innovative and self-reliant (Ernst & Young, 2015). generation did not really experience September 11 or the wars in Iraq and Afghanistan. Even though Generation Z is described as the most diverse generation to date, most Millennials were aged 12 to 29 when the first black president was elected, when the strength of the youth vote became integral political debate and contributed to the election. Additionally, according to Michael Dimock, president of the Pew Research Center (Dimock, 2018), Millennials are the most racially and ethnically diverse adult generation in the nation's history. Perhaps the biggest difference between Millennials and Gen Z is that Millennials are often described as Generation Me: being self-obsessed, narcissistic, and pampered. Ron Alsop's 2008 book Trophy Kids explains how many young people have been rewarded for minimal achievements (such as simple participation) in competitive sports and have unrealistic expectations of professional life (Main, 2017) . This may have to do with the fact that Millennials grew up at a time when the Internet was gaining importance and Apple introduced a brand new iPhone with a front camera designed for taking selfies. According to USA Today: "The trend places more emphasis on extrinsic values ​​such as money, fame and image, and less on intrinsic values ​​such as self-acceptance, group affiliation and community” (Healy, 2012). However, this rise in individualism among Millennials also has its benefits. Because Millennials focus on the individual rather than thecollectively, they are considered more open-minded, liberal, diverse and tolerant compared to previous generations (Dimock, 2018). They prefer to value individual strengths and qualities rather than grouping people into categories. This is why they feel the need to stand out rather than fit in. This is also how a generation of young entrepreneurs such as bloggers and YouTubers was born. Millennials have found ways to create their own jobs instead of following the familiar path of climbing the corporate ladder. To summarize, some of the main characteristics of Millennials can be described as being self-centered, entitled, idealistic, creative, and dependent (Ernst & Young, 2015). This is perhaps the biggest difference that can be seen when looking at the key characteristics of the two generations. cohorts. Generation Z is self-conscious, while Millennials are considered self-obsessed. Generation Z is focused on evolving and improving themselves and becoming a better person, as well as creating a better world for themselves and future generations. While Millennials strive for personal success, wealth and fame (Ernst & Young, 2015). Another key difference, particularly relevant to this study, is that Generation Z is digital native, while Millennials are simply tech-savvy. According to Kent State University: Millennials learned to use laptops and tablets as these technologies became available. When they were little, Gen Z played with iPads they found around the house. For Millennials, technology has advanced faster than guidelines for its use have been established. They posted private information on Facebook then later discovered that their employer was monitoring negative posts they made about the company, creating unintended consequences. Generation Z has already heard about these consequences. Cautionary instructions regarding the use of the technology are provided to them when they first access the technology. Their views on privacy are different. Their views on what to share and how to share it are different. Their views on information sources are different. Millennials find how-to instructions on websites. Generation Z prefers instructional videos on YouTube. (Kent State University, 2016) It will be interesting to see how these fundamental differences and similarities between these generations will play a role in relation to Instagram's influence on their ideal self-image. To gain in-depth knowledge and a clear understanding of these differences and similarities, qualitative primary research will be conducted in the form of semi-structured interviews with millennial and Gen Z women. Facebook has always been considered the platform for most popular social media, however, this is no longer the case among young people (aged 13 to 24). YouTube, Snapchat and Instagram are the three platforms most used by Millennials and Generation Z, according to a study conducted by the Pew Research Center in 2018. According to the same survey, 95% of adolescents and young adults have access to a phone, and 45% report being online “almost constantly” (Anderson and Jiang, 2018). Even though YouTube, Snapchat and Instagram are the most used platforms among the two generational cohorts, slight differences can be seen in their use of these social media. platforms. For.