New ANZ Research Shows LGBTQ+ Visual Representation Relies On Stereotypes

New ANZ Research Shows LGBTQ+ Visual Representation Relies On Stereotypes
B&T Magazine
Edited by B&T Magazine



New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical.

It’s 2021 – this needs to change – especially in marketing and advertising.

In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to findings from its Visual GPS report that reveal only 20 per cent of people in ANZ see LGBTQ+ people represented regularly in marketing and advertising.

What’s more, the images and videos used are often limited to false or outdated stereotypes:

  • 30 per cent of such visuals depict gay men as ‘feminine’

  • 25 per cent of such visuals depict LGBTQ+ people carrying the rainbow flag in some capacity

  • 31 per cent of such visuals depict lesbian women as ‘masculine’

  • 36 per cent of such visuals depict gay men as ‘flamboyant’

  • 21 per cent of such visuals depict LGBTQI+ people in everyday situations, as active members of ”mainstream” society

  • While eight in 10 ANZ consumers say they expect brands to be consistently committed to diversity and inclusion, only four in 10 feel accurately represented

While marketers and advertisers may feel hesitant when it comes to proactively depicting the LGBTQ+ community properly, it’s time for change.

“We know increased authentic representation positively impacts increased acceptance, however, our research has shown that ANZ media and businesses are misrepresenting the LGBTQ+ community by relying too heavily on stereotypical imagery,” said Kate Rouke, head of creative insights Asia Pacific at Getty Images and iStock.

That reliance has left some advertisers feeling hesitant when it comes to proactively depicting the LGBTQ+ community in their campaigns and communications, especially outside of events like Mardi Gras.

Kate Rouke continued: “Australian and New Zealand brands have a great opportunity to look beyond token opportunism, and create and use visuals that effectively reflect and speak to the LGBTQ+ community – without fear of backlash or to simply ‘tick a box’.”

“Brands that continue to use cliched visual stereotypes to minimise risk of offending the more conversative customers, will do more harm in the long run. Our society is constantly evolving and changing.”

“Our recent research also revealed that for Australians and New Zealanders the top way they know a company is truly committed to diversity and inclusion is by consistently showing a wide range of people, lifestyles, and cultures in their communications. Ignoring these cultural changes means they will lose out to their competitors in the long run.”

There’s more to the community than Pride and rainbows — the Guidebook provides clear advice on how to authentically represent the community so brands can move beyond token opportunism without fear of backlash.

Featured Image: Jessie Casson/Getty Images




Please login with linkedin to comment

Getty Images LGBTQ

Latest News

Limited Tickets Still Available For First Ever Industry Pantomime
  • Advertising

Limited Tickets Still Available For First Ever Industry Pantomime

With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]

Palin Communications joins GlobalCom PR Network
  • Marketing

Palin Communications joins GlobalCom PR Network

Specialist Australian health PR agency, Palin Communications, has joined GlobalCom PR Network with a view to delivering meaningful, consistent, impactful, global health campaigns across a range of countries and regions.

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore
  • Marketing

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore

2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]

New Years Eve fireworks
  • Marketing

National Breast Cancer Foundation Announced as Charity Partner For NYE Sydney

The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”
  • Campaigns

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”

This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]

Reddit Updates Conversation Placement Ads Formats
  • Technology

Reddit Updates Conversation Placement Ads Formats

Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts
  • Media

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts

Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]