The current ideal of beauty consists of a strong shift towards physical activity and aims to develop a muscular, athletic physique. While the athletic ideal for women has been a product of recent years, the muscular ideal for men has been observed since the 1970s. Increasing pressure to achieve this muscular ideal is associated with both body dissatisfaction and a strong desire to increase muscularity. In extreme terms, the pursuit of a muscular body and its associated behaviours, such as strength training and dieting, may lead to the development of muscle dysmorphia.