This thesis investigates how content posted on Instagram related to the beauty industry influences the self-image of Millennials and Generation Z women. It also aims to determine whether there are differences between these two generational cohorts. By investigating this, the study aims to fill some gaps in current academic research. This study provides a clear definition of both generations and offers an overview of their key characteristics, perceptions, attitudes and behaviors in general, as well as regarding self-image and the role Instagram plays in this. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay. This is done through two research strategies: a critical analysis of secondary data and qualitative primary research in the form of semi-structured interviews with diverse Millennials and Generation Z females. Data was collected from online reports, books, articles and interviews. This study identifies Instagram as the most used social media platform among Millennial and Generation Z women and challenges the contention that Instagram is considered the social media platform with the most negative effects on mental health and self-image among them demographic data. Furthermore, the analysis of the collected data allows us to notice relevant relationships between the differences in macro-environmental factors that influence both generational cohorts that influence their use of social media and the effect that Instagram has on their self-image. This thesis aims to determine how content posted on Instagram related to the beauty industry influences the self-image of Millennial and Generation Z women and determine if there are differences between these two generational cohorts. This study defines the Millennial generation as all born between 1981 and 1996 and Generation Z as all born between 1997 and 2010 (Scott, 2016). Due to constraints in word limits and the amount of time that can be devoted to this thesis, the choice was made to focus this study exclusively on these generational cohorts living in North America and Western Europe. While both 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 some critical differences between the two that could impact how they interact with social media (particularly Instagram) and how images they see influence their self-image. First, this study will provide an overview of both demographics, what shaped them and how they interact with social media, focusing on Instagram and how this may have influenced their self-image. It also provides a comparison between these generational cohorts. This will be done by conducting secondary research. In addition to analyzing relevant secondary research, primary research will be conducted to dig deeper into the minds of individuals from both demographics to gain a clear understanding of how the images they see on Instagram influence their self-image and how where these feelings differ from one demographic group to another. As there is no comprehensive body of academic research available on this topic, this study aims to fill some gaps in the current academic research conducted to date. Since the research question is quite current, not much academic research has been done. conducted so far. Therefore, 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 considered suitable for this study, as they discuss both generational cohorts and the use or effects social media has on them. The strengths of these reports are that they are very fact-based and current. The weakness of the evidence presented is that the reports provide rather limited and basic information and do not provide a comprehensive comparison of both generational cohorts. A crucial theory related to self-image in Maslow's book A Theory of Human Motivation (2013) informed this study as it forms a fundamental foundation for understanding the human mind and its motivational factors and is applicable to every generational cohort. The information presented in the next chapters constitutes the results of the secondary research from which the primary research investigations will be constructed. Generation Z, also known as iGeneration, is the demographic cohort that follows Millennials (or Generation Y). Defined as those born between 1997 and 2010, this generation surpasses the 60 million Millennial demographic with 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 with the knowledge that they can talk to anyone, anywhere in the world with just the click of a button Furthermore, having the means for global 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 just a normal part of life (Oxford Royale Academy, 2018). Furthermore, according to a 2015 report from the Pew Research Center (Pike, 2016), 92% of US teenagers go online daily and 24% are online almost constantly. Born after 1997, Generation Z individuals have always known instability and even danger. They experienced the Great Recession of the late 2000s and early 2010s, the threat of terrorism, war and cyberbullying. This turbulent upbringing has made them more self-aware, self-reliant, and motivated, according to a 2015 study by Ernst & Young (Ernst & Young, 2015). Because they have grown up in this environment, they are more cautious and thoughtful consumers, resulting in spending less than previous generations. They are less brand loyal and are more demanding of the brands they want to purchase (Pike, 2016). While it may seem like the world has become a more dangerous place, it has become more welcoming with the input of Generation Z. They are considered the most accepting generation to date (Pike, 2016). They grew up with Barack Obama as president of the United States, with LGBTQ+ rights being discussed openly, and with gender roles being ever-changing and fluid. The fact that this generation is more aware and self-sufficient has led to this generation being considered the entrepreneurial generation. In fact, 62% would like to start their own company rather than work for an established company, while only 43% of college students (the youngest of the Millennials) think so. 89% say they spend some of their free time on productive and creative activities instead of just “hanging out.” Additionally, 80% of high school students believe they are 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 expected. previous generations. This partly has to do with the rise of social media. Gen Z individuals don't have to go out forsocialize with their friends; they can do it online from the comfort of their own home, also known as “isolated socializing” (Daly, 2017). However, according to Chloe Combi, former secondary school teacher and writer of Generation Z (2015), in a conversation with Vice journalist Max Daly, the most crucial effect on levels of alcohol and drug consumption is the fact that social media have created a whole new level of vanity. We live in a society that is becoming vain and image-conscious. It's like, don't take drugs, eat kale. Teenagers think that if they don't drink or do drugs, if they stay home and drink green smoothies and meditate, they will be beautiful and have really shiny hair. And shiny hair looks great on Instagram (Daly, 2017). Another indicator that may have influenced this Gen Z behavior is years of public health campaigns. A Business Insider analyst reported, “Twenty years of anti-drug, anti-smoking, and anti-alcohol education have done their job: It's no longer 'scool' not to drink or take drugs” (Taylor, 2018). One might conclude that Generation Z is fundamentally different from previous generations in terms of the perceptions, attitudes and beliefs that have been formed under, one might argue, turbulent circumstances in an extremely fast-paced digitalized world. This has resulted in the key characteristics of Generation Z being self-aware, persistent, realistic, innovative, and self-reliant (Ernst & Young, 2015). Millennials (or Generation Y) are the demographic cohort that follows Generation X and can be defined as those born between 1981 and 1996 (Scott, 2016). Just like Generation Z, Millennials also grew up in a world full of danger and uncertainty, while Generation Z didn't actually experience 9/11 and the wars in Iraq and Afghanistan. Although Generation Z is described as the most diverse generation to date, most Millennials were between the ages of 12 and 29 when the first black president was elected, when the strength of the youth vote became part of the political debate and helped the elections. Furthermore, according to Michael Dimock, president of the Pew Research Center (Dimock, 2018), Millennials represent the most racially and ethnically diverse adult generation in the nation's history. Perhaps the biggest difference between Millennials and Generation Z is that Millennials are often described as Generation Me: being self-centered, narcissistic, and pampered. Ron Alsop's 2008 book Trophy Kids discusses how many young people have been rewarded for minimal achievement (such as simple participation) in competitive sports and have unrealistic working life expectations (Main, 2017). This can be linked to the fact that Millennials grew up in an era where the Internet was gaining prominence and Apple introduced a brand new iPhone with a front-facing camera designed for taking selfies. According to USA Today: "The trend is more emphasis on extrinsic values ​​such as money, fame and image, and less emphasis on intrinsic values ​​such as self-acceptance, group membership and community" (Healy , 2012). However, this growth in individualism among Millennials has also brought its positive sides. Because Millennials focus on the individual, rather than the collective, they are considered more open, liberal, diverse, and accepting than previous generations (Dimock, 2018). They prefer to validate individual strengths and qualities rather than group people into categories. For this reason they feel the need to stand out rather than fit in, and this is also how a generation of young entrepreneurs such as bloggers and YouTubers was born. Millennials have found ways to create their own work instead offollow the well-known path of climbing the corporate ladder. To summarize, some of the main characteristics of Millennials can be described as self-centered, authoritative, idealistic, creative, and dependent (Ernst & Young, 2015). Perhaps the biggest difference can be seen by examining the key characteristics of both generation cohorts. Generation Z is self-aware, while Millennials are considered self-obsessed. Generation Z is focused on evolving and improving themselves, becoming a better person, as well as creating a better world to live in for themselves and future generations. As Millennials strive for personal success, wealth, and fame (Ernst & Young, 2015). Another key difference, particularly relevant to this study, is the fact that Generation Z are digital natives, while Millennials are simply tech-savvy. According to Kent State University: Millennials learned to use notebooks and tablets as soon as those technologies became available to them. As children, Generation Z played with iPads they found around the house. For Millennials, technology has advanced faster than guidelines for its use were established. They posted private information on Facebook and then discovered that their employer was monitoring the negative posts they made about the company, creating unintended consequences. Generation Z has already heard about these consequences. Cautionary guidelines for using the technology are provided to them when they first access the technology. Their views on privacy are different. Their opinions on what to share and how to share it are different. Their opinions on information sources are different. Millennials find “how to” instructions on websites. Generation Z prefers educational 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 the influence Instagram has 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 Generation Z women. Facebook has always been considered the most popular social media platform, 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 research conducted by the Pew Research Center in 2018. According to the same research, 95% of teenagers and young adults have access to a phone and The 45% say they are online “almost constantly” (Anderson & Jiang, 2018). Even though YouTube, Snapchat, and Instagram are the most used platforms among both generational cohorts, slight differences can be seen in the usage of these social media platforms. To put that into perspective, 85% of Gen Z say they use YouTube, 72% use Instagram, 69% use Snapchat, and 51% use Facebook. Among Millennials these numbers change quite a bit. Additionally, 94% of Millennials say they use YouTube, 71% say they use Instagram, 78% use Snapchat, and 80% still use Facebook (Smith & Anderson, 2018). Social media has become an increasingly important leisure activity for these demographics. . These individuals interact with social media platforms to engage in different types of entertainment, such as playing games, socializing with their peers, spending time, communicating, and posting content (Andreassen, Pallesen, & Griffiths, 2017). of daily life, 2017)..