Girl Scouts of the USA (GSUSA) is taking direct aim at harmful body image pressures faced by young girls. On August 12, the organization announced the launch of a new Body Appreciation Program, created in partnership with self-care brand Flamingo, after releasing survey findings that reveal just how early these pressures begin.
The nationally representative survey of girls ages 5 to 13 found that more than a third (36%) regularly hear negative body image messages from women around them. Despite 96% of respondents saying they like the way they look, 37% still wish they could change something about their appearance. That number spikes to 50% among girls ages 11–13.
The program, supported by over $1 million in funding from Flamingo, seeks to shift the narrative from appearance to ability. Through a new badge curriculum and hands-on activities, girls will be encouraged to value their bodies for what they can do — from running and dancing to creating and thinking — rather than how they look.
The curriculum was co-developed with input from youth development and mental health experts and tested in a national pilot with troop leaders and Girl Scouts. Activities are tailored for girls in grades K–12, with a focus on building confidence, practicing self-care, and fostering lifelong habits that promote both physical and emotional well-being.
The GSUSA survey also uncovered troubling patterns in how girls perceive themselves and the messages they hear:
- Girls as young as five are more likely to receive compliments about how they look than what they can do.
- By ages 8–10, the emphasis shifts toward abilities, with two-thirds reporting compliments focused on skills over appearance.
- When asked how they most want to be described, girls across age groups chose “smart” (36%), “funny” (17%), and “creative” (17%) — far above “pretty.”
- Negative self-talk among adult women remains a strong influence, with more than half of girls ages 8–10 and 41% of girls ages 11–13 saying they frequently hear women speak critically about their own looks.
By reframing how girls engage with their bodies, GSUSA hopes to lay a foundation of confidence, self-respect, and resilience that will carry them into adulthood.
More information is available at girlscouts.org/bodyappreciation.