Muscular physiques have always been popular, but in the last decade or so people around the world have become increasingly conscious of their body image, largely due to social media like Facebook, Instagram and TikTok. This fixation on bodily aesthetics has taken especially strong hold among Generation Z (those born between 1997 and 2012) and subsequent generations, who have grown up surrounded by influencers and image filters.
The power of this trend is undeniable – in Spain, the number of cosmetic surgeries has increased by over 200% in less than 10 years.
