YOUTH 2020 - The position of young people in Slovenia

Consumer behaviour and consumer activities  309 Figure 9.6: Interest in/concern for outward appearance among young people (15-29 years), 2000-2020. Taking care of your outward appearance 10% 20% 30% 50% 40% 60% 70% 80% I am not interested (at all). I am neither interested nor uninterested. I am (very) interested. 7.8 30.9 61.3 7.1 21.4 71.5 4.6 31.3 64.1 2010 2020 2000 0% Sources: Mladina 2000, Mladina 2010, Mladina 2020. More specifically, in addition to gender, concern for appearance and out- ward appearance is statistically significantly associatedwith an interest in shopping (r = 0.44; p < 0.01), the importance of material goods (r = 0.16; p < 0.01), and success at school and work (r = 0.26); p < 0.01), with frequency of shopping centre visits (r = 0.16; p < 0.01), with the amount of time spent on social networks (r = 0.19; p < 0.01), and with the desire to have power over others (r = 0.14; p < 0.01). Those who are more concerned about their ap- pearance are slightlymore likely to feel stressed (r =0.07; p<0.05), and also feel that their happiness is highly dependent on others (r = 0.11; p < 0.01). Understanding the increasing importance of appearance can be built on the insight that outward appearance is a determinant of success in per- sonality, relationship, and labour markets. Many people invest money in improving their appearance because they believe this is one way to occu- py higher job positions (Wolgemuth, 2010). Studies show that those who look better (in line with fashion/corporate beauty standards) receive higher incomes (Wong and Penner, 2016).