International Day of the Girl sees Girlguides on confidence boosting mission at Westfield

A group of Girlguides took to Westfield to highlight a confidence challenge faced by young girls, using an interactive mirror to help them make positive comments about themselves.

The activity came ahead of new research from Girlguiding published today on International Day of the Girl, found overall that girls aged between 10 and 15, report lower confidence and self-worth than boys.

Girlguiding went to Westfield London in Shepherd’s Bush to help spread the word that “girls can do anything”. 

Shoppers were invited to make affirmations about their confidence in front of an interactive magic mirror.

Replicating the famous fairy-tale line with a twist, when prompted, participants asked: “Mirror, Mirror on the wall who is the most confident of them all?”

In response to the question, their own reflection was presented. 

The findings from Girguiding’s research showed confidence levels significantly drop as girls hit adolescence.

At 10 years old, little to no difference in girls’ confidence was found, however, by age 12 girls are 17 per cent less likely to report high confidence compared to boys, increasing to 24 per cent by age 15.

The research was taken from surveys, interviews and focus groups with more than 21,000 girls and volunteers.

When making comparisons between girls inside and outside of Girlguiding, the research revealed girls aged 10-15 reported feeling up to 23 per cent higher in confidence than the UK average.

The impact report follows Girlguiding’s Girls’ Attitudes Survey published last month, which found girls’ happiness is at an all-time low as they face appearance pressures, online harms and sexual harassment.

Girlguiding chief executive, Angela Salt said: “Our Girls’ Attitudes Survey, released last month revealed that girls’ happiness is at a 15-year low.

“That makes the findings of our impact report even more critical and shows that Girlguiding plays a vital role in providing a space for girls to explore, have fun and belong, all whilst building their confidence to navigate the pressures that come with being a girl in 2023.

“We look forward to reaching and supporting more girls as we work towards closing the confidence gap even further.”   

Pictured top: Girlguides at Westfield in Shepherd’s Bush ask shoppers to make positive affirmations (Picture: John Nguyen/PA Wire)