In 2025, the Dove Self-Esteem Project expanded from supporting young girls to supporting all women. The priority audience was Millennial women, as this is the generation with the lowest self-esteem. Millennials grew up in a world where body hate wasn’t just accepted; it was celebrated.
On New Year's Eve, Dove invited women to make a #NewYearsUnresolution. A simple, social-first action of ripping up past resolutions and replacing them with positive ones. This cathartic act was adopted and shared by Millenial women around the world. On New Year's Day, we took their content out of the social feeds and into the streets. Then we turned words into action with the launch of Dove's first everybody confidence programme for women. The programme provided women with 31 days of educational online content and tools to support their #NewYearsUnresolution and drive lasting change.
