Beyond Beauty – How women define femininity, confidence, and influence in the digital age – Starcom study

Social media has reshaped the way femininity is perceived, making it more fluid, diverse, and influenced by digital culture than ever before. Beyond traditional beauty standards, platforms now foster greater representation, self-expression, and empowerment.

In celebration of women’s month, Starcom Romania launched the study “Femininity and Self-Confidence in the Digital Age”, exploring the key traits women associate with femininity and the factors that boost their confidence.

“The study tracks how women define femininity today, looking at self-confidence and the factors that contribute to it. It also explores the level of trust women have in online content and the influencers who create it. Given the widespread use of filters on social media, the research also aims to uncover the motivations behind these practices, at least those that women are aware of,” said Mirela Enache, Media Research Specialist.

How Women Define Femininity

Although physical appearance is often emphasized in media, most women define femininity through behavior and values – elegance, self-confidence, and delicate gestures. However, perspectives shift by age group:

• young women aged 18-24 associate it more with delicate gestures, independence, strength and patience;
• those aged 25-34 define it by elegance, gentleness and emotion;
• women aged 35-44 emphasize personal care and physical appearance;
• while women aged 45-55 link it with self-confidence, naturalness, sensitivity and caring for loved ones.

Regardless of age, self-confidence plays a central role in defining femininity. Most women say their confidence stems from personal achievements and mindset, which is further strengthened by support from family, partners, and their community.

What boosts women’s self-confidence?

Women look to influencers not just for lifestyle inspiration but also as confidence role models. The qualities they admire – education, professional achievements, and life experience – mirror the traits that enhance their own self-confidence. In contrast, external aspects like clothing, social life, or physical appearance are considered less important.

Women and social media filters: perceptions & motivations

While many women believe it’s okay to have non-Instagrammable days, 6 in 10 think that only the best version of oneself is shared online – making naturalness an act of bravery. Even though they are aware that social media is curated, many are still hesitant to share unfiltered moments:

• 37% of women use filters, and 9% always edit their photos, feeling uncomfortable posting without them;
• 13% use filters to conform to beauty standards, even though they acknowledge these ideals are often unrealistic;
• the main reasons for using filters include hiding imperfections (wrinkles, acne), maintaining a cohesive aesthetic, and adjusting light and color for a polished visual profile.

Who do women look up to in media & advertising?

Women associate confidence with positivity, personal qualities, and decision-making power, which they value in themselves, advertisements, and influencers. However, for influencers, education, knowledge, and professional success hold more weight than personality alone.

Social media users tend to admire female archetypes that align with media portrayals. While physical appearance and clothing are less valued, certain archetypes stand out:

• “The Effortless Beauty” and “The Heart of the Home” are the most admired for their positive attitude, kindness, natural charm, and warmth;
• “The Heart of the Home” is especially respected for her meaningful relationships and life experience, but family as a theme loses impact when used in advertising or influencer branding.

At the same time, physical appearance remains highly valued in advertising and social media, even though women don’t see it as a key factor in everyday confidence. Instead, they appreciate authenticity, resilience, and overcoming challenges in the influencers they follow.

“The Boss Babe” is admired for education, independence, and career success, traits that also define successful female influencers. “The Energy Queen” is appreciated for her inspiring routines and passion for life.

Trust & decision-making in the digital space

Trust in social media is neutral to skeptical, but trends and reviews enjoy higher credibility, and 32% of women say their decisions are influenced by online content. Women trust experts in most fields, except in social life, events, and travel, where they rely on recommendations from family and friends, as they offer more personalized and relevant advice.

The study reveals a complex relationship between women, social media, and self-perception – while platforms provide inspiration and connection, they also reinforce unattainable ideals. Authenticity, confidence, and meaningful connections remain at the core of how women define themselves and engage with brands, influencers, and digital content.

More insights are available at request (consumer@starcomww.com) including trusted sources for social media content by category, key qualities of women influencers and content creators, women in advertising, demographic data comparisons etc. 

Methodology 

The study “Femininity and self-confidence in the digital age” was conducted by the media agency Starcom Romania, in March 2025, using the CAWI (Computer Assisted Assisted Interviews) method on a sample of 800 urban women aged 18-50 years old. The study is part of the HumanGraph Experience series, a research tool for analyzing and understanding human behavior in different contexts, focused on collecting and visualizing relevant data.

Photo header @Unsplash