what ‘normative discontent’ is.

Normative discontent describes how most women are dissatisfied by their body image and weight. It refers to how they feel negative about their looks, giving it a thought of a ‘norm’.  In different research works, most people, both men and women, with higher eating disturbance and body image levels possibly act normally with the perception that other individuals behave like them. Even literature has magnified such action in their reference. But research is still ongoing and the focus is more on fighting such normalization of the behavior.

Ieva Kubiliute

Ieva Kubiliute is a psychologist and a sex and relationships advisor and a freelance writer. She's also a consultant to several health and wellness brands. While Ieva specialises in covering wellness topics ranging from fitness and nutrition, to mental wellbeing, sex and relationships and health conditions, she has written across a diverse range of lifestyle topics, including beauty and travel. Career highlights so far include: luxury spa-hopping in Spain and joining an £18k-a-year London gym. Someone’s got to do it! When she’s not typing away at her desk—or interviewing experts and case studies, Ieva winds down with yoga, a good movie and great skincare (affordable of course, there’s little she doesn’t know about budget beauty). Things that bring her endless joy: digital detoxes, oat milk lattes and long country walks (and sometimes jogs).

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