The number of girls who would characterise themselves as ‘very happy’ has fallen significantly, according to a new survey, with research showing that 40% of girls described themselves as very happy in 2009, a figure that dropped to just 17% in 2023.

The study also highlighted that 89% of girls aged seven to 21 feel worried or anxious. This has increased from 78% in 2016, with girls’ worries ranging from appearance pressures and online harms to being sexually harassed.

Girlguiding has been documenting girls’ feelings about their everyday lives for 15 years in its annual Girls’ Attitudes Survey. The survey highlights a steady decline in girls’ happiness year on year and an increase in stress and anxiety since 2009.

Appearance pressures

In 2009, 72% of girls aged seven to 21 said they were happy with how they looked. This decreased to 59% in 2023. 68% of girls aged 11-21 shared that they’d like to lose weight, while half admitted to being on a diet. A third of girls said they would consider plastic surgery, a figure that has risen from 29% in 2018 to 34% in 2023.

Worryingly, 62% of girls and young women aged seven to 21 reported being criticised for how they look. This seems to be linked to social media, with 67% of girls saying they often feel ashamed of the way they look because they’re not like the girls and women they see in the media and online.

It seems clear that the online world is having a massive effect on young women, with 39% of 11-21-year-olds stating that seeing images online where people are edited to look perfect makes them feel bad about how they look and feel.

Girls’ happiness has decreased over time, according to a new survey