New study finds lack of sleep linked to heart disease


When it comes to our health, one thing we tend to overlook is the impact that our sleeping pattern can have on our physical health. Not only does getting a good night’s sleep make you feel better, but it also enhances your creativity, productivity, memory, and alertness. And now, thanks to the results of a new study released just days ago, we know that sleeping less than 6 hours a night is linked to heart disease. The purpose of this study was to evaluate the association of actigraphy-measured sleep parameters, in an asymptomatic middle-aged population.

The study was carried out on 3,974 healthy men and women, aged around 46 years old. The duration and quality of their sleep was measured over seven nights. All individuals part of the study underwent physical examinations, as well as three-dimensional ultrasounds (“an imaging system that evaluates blood flow through the blood vessels”). The researchers controlled fasting glucose, cholesterol, smoking, and diabetes (among other things). The results of the study found that individuals who slept less than 6 hours a night were up to 27% more likely to be in the top third for the amount of plaque in their arteries.

The paper was published after it went through medical editing. The study also discovered that inflammation in the blood was higher in the individuals who got less sleep than their counterparts in the study. Additionally, those who moved the most during their sleep had higher amounts of plaque than the individuals who had a comfortable, sound sleep. Up until now, this kind of early disease detection in healthy people has only been carried out through autopsy. Lesser sleeping times and fragmented sleeping patterns are both now officially associated with an increased risk of heart disease.

This study comes at a time where we have more chaotic sleeping patterns than ever. We lead increasingly busy lives, and sometimes getting a good night’s sleep can be immensely difficult. Getting a good night’s sleep has never been so important, but sometimes it is also easier said than done. So, what can be done to help with inconsistent or unhealthy sleeping patterns? Thankfully, there is an answer (in fact, there are many, and all should be explored if necessary and possible).

The power of our senses – especially scent – can play a significant role in our mood levels and our bodies’ relationship with things like anxiety, stress, and even blood pressure. Researchers have found that using essential oils blends featuring hints of lavender, for example, provide proven relief for a restless sleeping pattern. In fact, multiple studies have indicated that a blend of relaxing, sleep-focused essential oils can and does have more of a positive effect on fractured sleep and quality of life than acupressure does.

Seemingly a simple scent, essential oils are so much more than an appealing scent to have throughout a living space or common area. Essential oils have a definitive impact on our bodies, and can help us to relax and drift into peaceful sleep at night, helping with bridging that gap between a good night’s sleep and higher cardiovascular disease risk, closing that gap, and helping one to instil a healthier sleeping pattern.

Digital marketing a rising force in age of modern marketing


Modern marketing is worlds away from its traditional predecessor. We live in an age now where everything is surrounded by, immersed in, or created of some remarkable feat of technological brilliance, digitalisation at its finest. Every industry in the world has been profoundly changed by these waves of technological advancement. We are more aware of this than we perhaps like to admit. It is the nature of humanity that we become more comfortable in our surroundings the longer they are there, the more familiar we become with them. The rapid surge of technological disruption and certain digitalisation is much the same way. We used to be shocked into focus when new technological innovations broke headway, and while they are still incredibly impressive, we have come to a point where we are so comfortable that we expect them, that they do not stand out to us as much as they should. Of course, there are exceptions to every rule, and digital marketing is one of those exceptions. A modern saving grace in the business world, digital marketing has everything that traditional marketing – and businesses making active and consistent use of those traditional marketing efforts – has been so desperately missing. This is a righting of ships, a realignment with the rest of the world.

Practically every business and industry has gone through its own kind of revitalisation in the wake of modernisation. The modern economy is vastly different to the one that existed fifty, even twenty years ago. We have long held on to the believe that some industries will always stay the same (if it ain’t broke, don’t fix it). Even as technological advancement swirled onto the scene, this still held true for many people. But digital marketing has come at a time where traditional marketing strategies were beginning to grow stale, no longer truly capturing the attention and will of modern consumers. A change was desperately needed. So, when digital marketing arrived on the scene, people were impressed and shocked simultaneously, feeling the excitement of the revitalisation of a business concept that, quite frankly, was very much overdue. And, it has blown up, ballooning to become most – if not all – modern business’ leading marketing strategy.

Whether businesses are investing in the professional assistance of an SEO agency or powering all their marketing efforts on their own, it is a virtual certainty that digital marketing is at least part of the mix. The marketing strategies that businesses use to increase their exposure and consumer drive that business’ reputation and global exposure to all-new heights, and it is heights that they are finally able to realistically leap to – all thanks to the revolution that is digital marketing. Because the world – and, in turn, modern consumers – are more engaged by digital efforts than traditional marketing concepts these days, businesses have understood that the key to their survival in this age – and going into the future, for that matter – lies in taking full advantage of digital marketing, using it to heighten business exposure and active consumer engagement. More than ever, we are surrounded by digitised efforts to gain our attention, and our business.

Digitalisation and technological advancement are at the forefront of modernisation at practically every angle. Digital marketing is at the forefront of the modernisation of the worldwide marketing stratosphere. Traditional marketing tactics can still work, but more and more often it is becoming abundantly clear that the true ringer for success for any business these days is the successful use of digital marketing techniques. Even so, it is important for businesses today to remember that different strategies work for different businesses, and so having the advice and/or assistance of a professional agency to can be the key to harnessing the power of digital marketing in ways that are not only efficient, but will yield long-lived results. Traditional marketing will always have its place in the marketing and business landscape – after all, it works well even now – but as more time passes, it will become increasingly evident that when traditional marketing strategies are utilised, they are done so in collaboration with the successes of digital marketing methods. Strictly using traditional marketing strategies will no longer cut it.

In a world where everything around us has been changed, impacted, or otherwise altered in some way at the hands of technological advancement, a revolutionary evolution like digital marketing has had significant impact on not only businesses, but the way we view businesses in this tech-driven age. We have never before been so enveloped in technological advancement and certain digitalisation, and digital marketing is helping to drive that tech-powered movement ever further. There is no denying that the introduction of digital marketing was a much-needed revitalising boost for the digital marketing stratosphere. Thanks to digital marketing concepts and strategies, even the most traditionally-driven businesses are being given new life, newfound exposure, and all-new purpose.

The correlation of starting a club in college and getting a job upon graduation


Have you ever thought about starting a club at your university? The sky’s the limit on potential here, since you could feasibly start a club based around anything, from a noble political cause to a fun video game you happen to enjoy. But if you’ve convinced yourself that you don’t have the time, leadership skills, or charisma to start a club, you might be unwilling to take action.

Fortunately, starting a club is much easier than most people think—and the benefits can pay dividends for years to come.

Why Start a Club?

First, you might need a little more motivation. Why would you start a club in the first place?

There are several potential benefits to keep in mind here:

  • Sharing (and engaging with) your passion. Think of a topic you’re passionate about. Finding new people to share this passion with, and engaging with that passion regularly can be a massive boost to your mood and self-esteem. You’ll spread the word about one of your favorite books, causes, or hobbies, and you’ll have more time to spend actively thinking about it or practicing it.
  • Socializing and meeting new people. One of the most important purposes of any club is to allow people to meet one another and socialize. Even if your club starts as a group of strangers coming together because of a shared interest, in the span of just a few meetings, you’ll start to build bonds and become familiar with one another as individuals.
  • Looking good on a resume. Explaining that you started and led a new club can also look good on a resume, demonstrating your leadership experience. Because more and more people are graduating from college these days, it’s important to have a few bullet points that can distinguish you from other graduates.

How to Start a Club

Though every college will have different requirements and processes for starting a club, most of them will allow you to follow this basic formula:

  • Consider the possibilities. Brainstorm some of the ideas you have for a club, and don’t write any off yet. Think about what you’d be most excited to share with other people, and which topics have most influenced you in your life. The longer this list is, the better—you can always narrow it down later.
  • Look at clubs that already exist. Next, find a list of the clubs and organizations that already exist at your university, and cross-reference them with the list you generated. Chances are, some of these topics already exist as clubs—and ones that you can join as a member. Of those that remain, consider which topics would be most attractive to new members, and gradually narrow them down until you have a clear favorite remaining.
  • Make a pitch to an administrator. Once you have a solid idea that isn’t yet a club, prepare a pitch to an administrator capable of helping you start a new club. Depending on your university requirements, you may need to submit a formal application, or you may need to have a few members already in place. Be sure to consult with a counselor or administrator beforehand, so you have all the right details in place. When you pitch, be sure to emphasize how this will benefit the campus.
  • Print up some flyers. If you find an inexpensive online printer, you can print up hundreds (or even thousands) of flyers for your club for a trivial amount of money. And if you have backing from an administrator, you can use their money to do it. Leave flyers wherever you can—on bulletin boards, in classrooms, and in common areas—and make sure they’re both eye-catching and effective at explaining what the club will actually be doing.
  • Build excitement. Once you start holding meetings, it’s important to build interest and excitement in your club. You can attend related club meetings and cross-pollinate to entice new members to join your club, or talk to professors who teach topics related to yours—most professors would be happy to pitch your club during class if it’s something they’re personally interested in. The key to getting your club off the ground is finding many outlets for attracting new people.
  • Welcome new people. Speaking of new people, make sure you make them feel welcomed and valued. If your club is a tight-knit clique that turns a cold shoulder to new people, it’s quickly going to collapse as an organization. Instead, meet and greet new members with enthusiasm, and be patient if they’re unfamiliar with the topic you’ve chosen.

Your club might not grow to be one of the most popular ones on campus, but it has the potential to drastically improve your life, even if you only attract a few members. It might take a few hours of your time to get started, but the time and costs are lower than most new students anticipate. Think carefully about what you’d like to share with other people, then create an action plan to make it happen.

Winning clients and closing deals: the key concepts behind business negotiations


Negotiations are an inherent part of business. This can be as simple as purchasing inventory or as complex as negotiating a merger of two companies. In short, many deals and transactions require negotiations.

Make sure you get your perspective on negotiations right.  It’s not a friendly outing at Starbucks. It’s a challenge that you must win by playing cool while the other party falters. You have to extract the best deal possible. You will have to sell hard. It’s a tried and tested way that’s proven to work much better than a soft sell. However, negotiation, like most other processes is a certain skill that has to be learnt and polished over time, mostly through negotiation training.

Aggressive People Win

Your stance has to be clear. If you are meek, passive and timid then you are not going to win many good deals. This can clearly be evinced for example by checking out the best lawyers. Negotiations are routine for lawyers. The most fearless, ruthless and downright belligerent lawyers are the winners in the negotiations game. They can easily intimidate people into agreeing to their terms.

Be Nonchalant Under Pressure

Knowing the relative strengths of the negotiating parties is extremely important. For example, as a vendor you are confronted with the question ‘there are so many other vendors out there, why should I pick you?’ Present all of your strengths, expertise and experience. At the end, you should insinuate that if you don’t go with you then you will not be available for them in the future. The time to act is now. Don’t betray your trepidation. If you make that mistake then the other party will bully you into compromises and concessions. Just show that you are in no hurry and you can walk out of the deal with perfect equanimity. This is an old ploy successfully leveraged by the best poker players. They know that even with a mediocre hand they can play on the fears of their opponents to win. To execute this high-level kind of negotiation, you will need to learn from experts with some serious negotiation experience, for which there are negotiation firms out there that teach these skills.

Don’t undersell easily

The prospective buyer will prod you to offer your best price. Be stubborn and don’t be cajoled easily. If you naively give your best quote the conniving customer will still say that it’s not enough and will ask for more. If you have to give discounts then do so very slowly always keep some room to maneuver. This way you will wind up giving a 4 percent discount instead of going all the way into double digits for instance. A little obduracy can pay.

It’s More Than Just the Price

Pay very close attention to the terms in addition to the price. If you get a low price you should be concerned as to why the other party is underselling itself and you should ask appropriate questions concerning quality in a judicious manner. If the price is too high then you should confront the seller with market data and say that such a high offering is not vindicated in the light of current market conditions. Keep asking questions and pay very close attention. Be skeptical and don’t accept anything at face value. Seek upfront evidence for any claims. Negotiation consulting can teach you to be this savy in a negotiation so you never get a bad deal.

Write It Down

When you understand that the other party is no longer willing to compromise then have them write down their final offer on paper and show it to your lawyer. He will advise you whether or not it’s a good deal. A lawyer can tell which terms are problematic. You can then decide at leisure whether or not those terms are acceptable to you. Invite your partners and associates to pore over the details and ask for advice from knowledgeable persons who have experience and acumen in this regard.

Cultural Values Matter

Due to the international nature of trade, you must pay attention to cultural values and sensibilities. For instance, when Enron was negotiating with Indian authorities, it lost its bid to some other company because the government thought that Enron’s pace of negotiations was too fast. It’s true that time is money but in many parts of the world, people like to take their time when the deal is big.

Successful business in this modern era starts with sound morality


The modern business market is vastly different from the one that existed fifty years ago. We have evolved and shifted through countless eras and innovations to get to where we are today. The present-day business model centres around a healthy workplace environment, a positive team experience, and a passionate employee mindset. And at the heart of it all, successful business in this modern era begins and ends with sound and consistent morality and it doesn’t hurt to have great IT support. Without a persistent drive towards morality, there is nothing. We are more inherently focused than ever on maintaining a happy, healthy quality of life and overall lifestyle, and seeing as we spend (on average) a third of the working week at our jobs, it makes perfect sense that there is more of a drive towards maintaining morally sound, overall positive environments in a business workplace. It is entirely fair that employees want to be treated with dignity and respect, and it is perfectly acceptable to expect all modern businesses to not only comply with this ideal, but to constantly strive to ensure that it is met with the utmost dedication and effort.

First and foremost, it is crucial to understand the difference between a boss and a leader. A boss is someone who stands at the forefront of a ship while their employees tirelessly work to steer the ship in the right direction. A leader, on the other hand, is someone who is amid the chaos, working with their team to bring the ship to the safety of the shore. While a boss steps back and allows his employees do all the hard work, often (if not always) taking credit for the results of that hard work, a leader makes his team stand with him, and even pushes them to the front when the crowd cheers wildly for their efforts. Any good employer aims to be a leader, but only the hardworking, truly great ones effectively become one. We exist in a modern society that, above all else, values the values of teamwork, respect, and positivity, and no modern business can hope to thrive without these ideals and a leader driving the business forward, onward, and upward into new elevations of exceeding success.

The key to creating a business that prospective employees want to be a part of is ensuring that the workplace functions in a healthy way. It is all well and good to say that your company can provide candidates with a great environment to work in and a positive team, but words are just words without action. When your employees are happy, they do their best work. the same can (and should) be said for circumstances where employees are, for whatever reason, unhappy. To get the most out of any business’ employees, and to ensure that the company thrives at its highest possible frequency, the most important thing is maintaining that healthy, positive business model. The core of the business should resonate with the most positive employee experiences. That is how businesses get reputations as highly sought after companies, that is all there is to it. Well, that and a lot of hard work and determination.

When it comes to running a successful business in this day and age, everything starts with sound morality. A leader operates with morality in the back of his mind because it comes naturally and effortlessly. A leader understands that to attract – and keep – the top talent in this modern marketplace, their business must create a sense of imminent drive and whole purpose. There must be a sound reason and a just cause for employees to want to choose to work – and stay – with the business. Anything less and the business is not likely to last very long, not in this modern era. Present-day society demands that any business in operation today can maintain all these positive values, even when the going gets tough (because it will…no path to success is ever a completely smooth one). When it comes down to it, nothing worth having comes easily, and when it does there is probably a bump waiting around the corner.

The world of modern business has successfully made it through countless eras and innovations to get to where it is today. The present-day world of business focuses on the health and quality of life of all employees and business owners. While one owns the company and the others work for it, there should not be a differing level of respect held dependent on which post an individual holds. These days, prospective employees expect and pull favour towards businesses that can and will adequately meet their expectations. Their expectations centre around working in a healthy, positive business environment while feeling driven, challenged, and impassioned by their work. Businesses that are thriving are doing so because they are not stupid – these are the businesses that have recognised the traits of a workplace that matter to candidates and prospective employees entering the workforce. Luckily, they are (most of the time) more than willing and able to comply.

Postnatal Work Blues? Governments And Corporations Can Play A Crucial Role In Mitigating This


For decades, maternity coaching in the private sector has been at a prominent space. The industry is crucial to help mothers’ transition to their new role, both at home and at work. Giving birth brings with it a myriad of emotions and can be one of the biggest transitions for a mother in a world that’s changing by the day. It marks a new identity for both the parents and oftentimes, new parents seek services from maids, nannies, babysitters, if they do not have family member available to help out. The arrival of a new child demands ample support and planning to help the new parents feel comfortable when returning to the workplace.

This transition birthed the idea of maternity coaching. An increasing number of MNCs and global firms started relying on maternity programs to support working mothers and retain great talent. These programs addressed issues surrounding individual performance support, balancing family and work, providing day care facilities, feeding rooms, and overall support to aid the transition.

However, over time, this narrative has started to fade. With increasing competition and stricter budgets, organizational support is declining for working mothers who return to work after maternity leave. In a recent survey, it was revealed that the lack of organizational support was taking a toll on their physical and mental well-being, with nearly 37 percent of the respondents contemplated resigning from the organization.

The numbers aren’t all that rosy, either. Just under a fifth felt happy and confident returning to work, and a large number saw many of them unsupported and isolated. In today’s corporate space, maternity leave is seen more as a problem than a benefit provided to expectant mothers.

Motherhood can be a tricky phase, especially when wading through a career, while still managing to invest the time and energy to juggle duties at home and at the workplace. One might think there’s ample support built in to the system, however data states otherwise. Nearly 77 percent of mothers faced discriminatory issues while at work, during their pregnancy, while at maternity leave or after kick-starting work post their break. What’s alarming is recruiting agencies also carry some amount of bias when hiring pregnant women.

Oftentimes, maternity leave is seen as a downside to hiring – but what many fail to see is the opportunity to tap into talent that can churn massive growth and huge long-term benefits to the company.

With increasing competition in the market, another downside for to-be-mothers is the growing concern of an active job profile when returning to work. Reports highlight that in Australia, over 32 percent of mothers experience discrimination, and some reported that their managers had informed them that their jobs were no longer available.

The furloughed staff remarked that firms that undergo restructuring bank on those on maternity leave to be removed from the organization first. The discrimination did not stall with redundant jobs or restructuring of companies, mothers were dismissed, or their contracts were not renewed due to their maternity break. Many were subjected to discrimination related to their job role, income and work flexibility. It can take a variety of forms – sometimes by not enabling the staff to tap into the right growth opportunities or options for promotion.

Despite societal pressures that imply a newborn is best looked after by the mother, paternal leave is also crucial to maintaining a solid work-life balance for the couple. Although the idea of paternal or parental shared leave was effective for years, many companies shy away from normalizing it.

For many employees, the leave policies on shared or paternal leave, if there exists one, is simply too complex or bureaucratic. Lack of awareness or communication by the employer also discourages employees from availing these benefits.

With shifting growth strategies and business environments, corporations should recognize the importance of taking care of expectant parents. This commitment can go a long way in increasing the employee’s performance, attitude and commitment to work. Governments can play a key role in driving companies to provide ample support to parents, through means of legislations or incentives.

One of the best examples for a successful uptake in parental leave is Sweden, where parents are entitled to sixteen months of paid leave with just one catch – the leave must be shared by the parents. To erase the social stigma of shared leave, bigger industries need to pave the way from smaller companies to follow suit. Silicon Valley’s top tech players, Facebook and Google, have enabled just that. To build an employee culture that fosters empathy and employee support, liberal leave policies were provided by the firms. The perks were plenty – consulting firm Accenture saw its employee attrition rate almost halve and they thrived in their roles after returning to work.

Providing the right flexibility to employees and embracing changes, while still encouraging employees to grow, can greatly improve talent retention, boost staff morale and enhance leadership and innovation.

A deeper look into Gamble vs. United States and the plausible legal changes ahead


Laws across the globe vary by country. Each democratic governing nation has the ability to continuously change law based off new case hearings. For the United States, their law dates back to English Common Law which is a historic period of protestant and catholic separation and reformation within the scope of religion being the basic premise for decision making under a jurisprudence court. When the United States separated from Great Britain and gained their freedom after the Revolutionary War, they were able to create their own government and do it in a truly democratic way. Although the French were honest pioneers of democracy, the United States took their own spin on government making it a republic of democracy where states would govern themselves, but federal law would continue to always trump state law. The United States of America sends representatives each election term from the electoral college to vote in favor or against the upcoming candidates and laws. Although the situation of having an electoral college has been persistently argued in recent years, it still remains the way of decision making during elections.

Although historically recognized as English Common Law, today the United States often changes law based off of the judiciary branch. The Supreme Court of the United States (SCOTUS) will hear cases throughout each term year and then deliberate and decide on how to move forward with either citations or a changing the law itself with new verbiage that creates current accuracy. Frequently, it is stereotypically thought that law is only created by the U.S. Congress, yet that type of thinking can be highly inaccurate because case law frequently determines going forward.

The interesting understanding of case law is that it takes a higher intellectual knowledge and thorough understanding of previous cases. Case law is determined by previous precedent. A lawyer in hopes of getting his or her case to SCOTUS will first have to argue in a state court then appeal to a state supreme court of appeals before being granted a SCOTUS case. SCOTUS is the highest court in the United States with 9 justices on the bench. As cases are scheduled to be heard, the public informants generally take their stance on the situation explaining possible outcomes of each decision that could be made. In one recent case heard, Gamble vs. United States, the instance of the double jeopardy clause in the Fifth Amendment on the Constitution is under review.

Terance Martez Gamble was convicted for possession of a firearm as a previously convicted felon. Gamble petitioned to SCOUT that the separate sovereigns exception in the fifth amendment can elicit double jeopardy because a person can be tried in both a state and federal court. Gamble was tried in a federal court and given a sentence duration of one year. After appealing, he was tried again in a federal court and sentenced to 46 months in prison. The claims of his legal federal criminal defense team are that being tried for the same crime is a double jeopardy. The double jeopardy clause claims that a person cannot be tried twice for the same crime; however, under federal jurisdiction of the between state and federal court, a person can be tried in each court. Gamble vs. United States was argued on Dec. 6th 2018, but the ruling is still pending. This case could determine a factor of things regarding the legal future of the United States. First, the Special Counsel investigation into the Trump campaign is concerned due to the fact that this case, if ruled in the favor of Gamble, could not allow states to hear cases from people that president Donald Trump has pardoned at the federal level. It also calls into question a further logical review of double jeopardy and the entire due process for appellate courts. The special rule involving separate sovereigns exception is because the United States is built on the foundations that states govern themselves. It would create an odd facet of combined legal gray area between state and federal courts. The reasoning behind the dual sovereignty doctrine is more than just keeping a healthy separation between courts; it also is in place for the understanding that state offenses may greatly differ from federal offenses. Given the varying underlying differences the prosecution of federal criminal defense and prosecution at the state level, this is why SCOUTS has upheld the dual sovereignty doctrine within the Fifth Amendment which also explains double jeopardy.

Legal analyst argue over which side is correct, but at the current moment, it is truly up to SCOTUS to make their decision for the future of the United States. Some lawyers that are in favor of Gamble make claims that the sovereignty clause is essentially one large loophole for state and federal courts to get away with double jeopardy. The individuals in favor of the United States believe that keeping a separate sovereign doctrine allows further emphasis on the fact that states govern themselves and appellate courts are in place for important reasons.

Fashion industry finally becoming body-inclusive


The fashion industry has an unfortunate reputation for being exclusive in ways that are not always overwhelmingly positive. Over time, there have been multiple instances where the fashion industry has come under fire for its current trends or decisions. Some previous missteps include the fur era, casting strictly Caucasian, tall, and tiny models in all shows, and recently the evolution of leather becoming a less desirable material. But the most recent and perhaps even most important evolution in the fashion world has been the fact that the so-called plus size market has been grossly marginalised and underrepresented by most fashion brands. It has taken a while, but the fashion world is finally becoming more wholly inclusive. Further, consumers are taking notice and driving their business towards brands that have a focus on accepting and catering to individuals of all sizes.

It is about time that fashion recognised that they need to be aware and supportive of individuals that are different to their traditionally-held (ridiculous) standards. Anything else in this day and age is irresponsible and, more to the point, should not be acceptable. It is time that the industry realises that their “one size fits all” mentality is not healthy or realistic in this modern era. While the fashion world has been busy parading their latest looks on runways during fashion weeks and peak seasons, a significantly large percentage of consumers have been left feeling lost at sea and excluded from the excitement. Fashion should be about fun, complete inclusivity, and being bold. The traditional fashion industry depicts none of these ideals, but the modern mentalities arising as new generations begin to become the fashion industry’s target demographic are [finally] beginning to take hold.

The “plus size” mentality that has historically run deep in the fashion world is damaging not only to the hard-working models who have been taught and shown time and again that their body type is “too much” for traditional fashion, but also the young consumers buying these fashions and the brands making and selling them. The average woman in the United States is a size 14 to 16. When such a large percentage of the target demographic fits into the same size that is being campaigned so heavily as “plus size”, the term plus size does not make sense. In short, these sizes are just the same as all the others – sizes. Nothing more, nothing less. Brands have begun to either stock all sizes in the same fashions, doing away with “plus size” ranges altogether, or marketing the fashions differently (and, frankly, less offensively).

The shift in the attitude in the fashion industry towards larger sizes has been promising (to say the least) but there is still a long way to go. It seems that every time the fire dampens around the explosive conversation of larger sizes and models being used in fashion branding, the war ignites again. Even when the issue is put to bed, there is unrest surrounding the morality of it all. fortunately, more and more big name brands are leading the charge to eliminating the stigma surrounding larger sizes in fashion, but even so, there is a tidal wave of change necessary before the change is lasting. There are still some high end, globally recognisable brands that have yet to embrace the inclusion of plus-size models, as well as transgender models.

Victoria’s Secret is one of those companies. A titan of industry in the lingerie world, Victoria’s Secret is a fashion house that has built its empire by having only the most traditionally beautiful women walk. These women also happen to be tall and quite slim. This attitude and conscious decision on behalf of the brand has created an exclusive brand that, more and more often, buyers are becoming uncomfortable with. Certain fashions should not be exclusively available to certain sized individuals, and every shape and size of the human body should be celebrated – especially in high fashion. The fashion industry is one that has been through countless evolutions in its time. One of the oldest industries in the world, the fashion sector has had its fair share of ups and downs.

Having to fight tooth and nail to overcome the pitfalls caused by its own internal errors, the fashion world has been a consistently prominent industry around the world. the most recent (and perhaps the most disturbing) blunder has come as multiple fashion houses have refused to modernise and cater to individuals who wear larger sizes. We are thankfully seeing the beginnings of a tide that is shifting towards positive resolution, but there is still a long way to go. While some fashion houses are too emboldened in their own ways and thus will likely never change, the majority that are ready and willing to change are the ones who are becoming more popular among modern consumers. One size does not fit all, and it is about time that the fashion sector realised this and took conscious steps to include fashions of all sizes.