How can it fit into a capitalistic mold ?

Yesterday, I was watching this brilliant video essay by Mina Le called "CONFIDENCE" is a cult , where she talks about the concept of CONFIDENCE nowadays, being this over-saturated, over-used term slapped here and there, how it is marketed to be an " all-time-problem-solver-don't-worry-about-it-just-be-CONFIDENT-girlboss". The idea of confidence being this very important aspect in our lives was always prominent, we were always taught through a very young age that it is important to trust in yourself and your potential without being too cocky about it either, the concept was always promoted to be this magic potion that will eventually free us from a lot of our worries, and open doors to success. Truth is, it is true, confidence is magical in what effects it can bring into our lives, it is freeing, it is eye opening, it is capable of introducing us to new realms and making us refuse the idea of simply settling for what we think we deserve, trust in what we can do, and what we can be, care less about what matters less, and focus on what's important. 

However, the current understanding of the term "CONFIDENCE" under the ever-spoiling lens of capitalism, is dismantling in people what the term tried to build in the first place. With brands taking this concept and squeezing it into their shallow barely scratching the surface strategies, they took what can be a wonderful ever-changing life philosophy, and turned it into a cheap slogan to make you buy whatever product they're trying to sell you. They succeeded to condition confidence with whatever unachievable expectations they set in their campaigns and linked it to it. CONFIDENCE became this grandiose , yet still cheap, intimidating concept for a lot of people, they way it is portrayed to be this full-of-yourself-can-never-be-shook-out-of-place-you-are-invincible type of approach to life, which is very unrealistic. This new-found understanding of CONFIDENCE became a direct antonym of self-pity and self-hate, it left no space for the in-between, for the "i'm trying" trope, it leaves no room for swinging back and forth, the learning curve that goes up and down. CONFIDENCE was promoted as well through the very known "body positivity movement", a movement that regardless of its good intentions, is deeply flawed, in the way it tells you that "you are beautiful" without needing to meet the current trendy beauty standards, that your CONFIDENCE should stem from the simple validation of your physical aspect. Therefore ignoring the fact that our bodies exist for the simple sake of existing and not to be looked at, that we are more than that by miles and we shouldn't be limited to what we think we look like when people perceive us. 

Just the way the original understanding of confidence is important, we should learn as individuals to normalize the concept of weakness as well, as a normal humanizing thing all of us experience, that some days are better than other, and just because we don't meet the traditional approach to confidence, doesn't mean that we are any less than other people, self pity is very dangerous and self-sabotaging indeed, but it shouldn't be marketed as something that you become if not CONFIDENT, a spectrum should be taken into consideration, in this exact subject just like in other aspects of life; happiness, religiousness... And that confidence is never linked to how accomplished you are, or conventionally attractive, smart, fit, successful or that you need to be any of this for your confidence to be taken seriously. It starts with self-respect, kindness to it, and mostly, looking out for ourselves .