Study: 80% Expect Brands To Consistently Show Diversity In Advertising

Study: 80% Expect Brands To Consistently Show Diversity In Advertising
SHARE
THIS



Nearly 80 per cent of respondents to a new global survey have said it isn’t enough to have people of various ethnicities, backgrounds, and appearances in advertising but that they expect companies to do a better job at capturing people’s true lifestyles and cultures.

The new research by Getty Images is part of its Visual GPS study and was completed in conjunction with global market research firm YouGov.

The Visual GPS Summer Update also reveals that 63 per cent of people prefer to buy brands that are founded by or represent people like themselves. These results hold steady across generations and gender, with only modest differences across global regions.

“Visual GPS shows that amid the COVID-19 pandemic and despite massive changes in people’s lives, the demand for more diversity in visual communications has only increased,” said Dr Rebecca Swift, Global Head of Creative Insights at Getty Images.

The company reports similar findings in its global customer search data:

  • Searches have increased year over year for ‘diversity’ (up 133 per cent), ‘culture’ (up 115 per cent), ‘real people’ (up 115 per cent) and’inclusion’ (up 126 per cent).
  • From May to June alone customer searches for diverse images increased by 200 per cent and searches for images around unity and equality increased by 500 per cent, trends that are believed to be intensified due to anti-racism protests.

This second wave of Visual GPS findings around representation is the latest effort by Getty Images to address underrepresentation and misrepresentation of different groups in visual communications. The company has spent over a decade working to break down stereotypes and create more authentic content which it has done throughcommercial imagery collections including Muslimgirl.com, Nosotros, The Disability Collection and Project ShowUs.

Other findings of the study included:

  • 62 per cent of people feel they have been discriminated against, with this more common among Gen Z relative to other generations, among women relative to men, and by consumers in the Americas, relative to Europe and APAC.
  • 57 per cent of respondents in North America say they experience discrimination based on the color of their skin, compared to Europe and APAC.
  • 53 per cent of respondents in North America also see discrimination as being based in people making assumptions about their background, more so than any other region.
  • In Europe, more than half (56 per cent) of people who feel discriminated against feel so because of assumptions being made about their nationality or country of origin.
  • Of people who feel they have been discriminated against, only 14 per cent say they are well-represented in advertising and 15 per cent in business communications.

To partner the new report, Getty Images has released an Inclusive Visual Search Guide designed to assist brands and businesses in making intentional content choices which drive authentic and inclusive representation in visual communications. To download the guide, please go to http://view.ceros.com/getty-images-services/search-guide-1-1/p/1.

Please login with linkedin to comment

diversity Getty Images

Latest News

We Need To Talk About B2B Events
  • Opinion

We Need To Talk About B2B Events

This columnist asks is it the end for B2B events? And if so, where will B&T journalists take afternoon naps now?

Opinion

by B&T Magazine

B&T Magazine
WPP’s Acquisition Shopping List Revealed
  • Advertising
  • Media

WPP’s Acquisition Shopping List Revealed

This article contains a hint of speculation, a spot of fabrication, but hopefully not a dollop of defamation.

by B&T Magazine

B&T Magazine
The Recipe For Return On Investment (ROI)
  • Partner Content

The Recipe For Return On Investment (ROI)

The recipe for ROI is revealed here! And thankfully it doesn't include caciocavallo podolico or white alba truffles.

Partner Content

by B&T Magazine

B&T Magazine
Viztrade Launches Facebook Style Self-Serve Solution
  • Technology

Viztrade Launches Facebook Style Self-Serve Solution

Independent programmatic platform Viztrade has launched a self-serve solution for publishers to generate digital advertising revenue directly from their own websites. Viztrade Connect is to be launched through the Viztrade platform and enables advertisers to purchase advertising from publisher websites with no friction and full visibility into the cost of the media. The solution is […]

Google Launches YouTube Select In Australia
  • Technology

Google Launches YouTube Select In Australia

On the upside, reading B&T's tech news isn't as nerdy as reading it on tech sites. On the downside, it's not as good.

by B&T Magazine

B&T Magazine
Blank bus stop advertising poster shot in Germany near Rostock at a bus stop. Perfect for visualising design or advertising concepts
  • Media

BIG Outdoor Launches Programmatic With Vistar Media

BIG Outdoor has announced the launch of programmatic capabilities powered by Vistar Media. BIG Outdoor is leveraging Vistar’s supply-side platform (SSP) to make their inventory available for purchase programmatically via open exchange or private marketplace deals. “Our mission is to stay at the forefront of improving the value proposition of digital billboard advertising,” said Richard […]

Why Purpose is Needed Now More Than Ever
  • Opinion

Why Purpose is Needed Now More Than Ever

Has a bad back all but ruled you out of catching falling colleagues for motivation? Try this hernia-free read instead.

Opinion

by B&T Magazine

B&T Magazine
New normal trendy,stay home,work from home,social distancing concepts on covid-19 outbreak situation.safety and health care ideas
  • Marketing
  • Opinion

Five Aces To Overcoming The Pandemic For CMOs

This is the only thing any CMO should be reading today. Well, this and maybe Riston's latest rants or Marketing Week.

Opinion

by Christos Tzortzis

Christos Tzortzis
NSW Government Launches Maths Trains Brains Campaign Via Bastion Banjo
  • Campaigns

NSW Government Launches Maths Trains Brains Campaign Via Bastion Banjo

The NSW Government and the Department of Education have today launched a major campaign titled ‘Maths Trains Brains’ which is aimed at changing the perception of maths and encouraging more engagement towards the subject for students from pre-kindy to Year 10. The campaign was developed by creative and digital agency Bastion Banjo with production by […]

Debunking The Myths: The Environmental Cred Of Print Media
  • Opinion

Debunking The Myths: The Environmental Cred Of Print Media

In this guest post, Dr Phillip Lawrence of Edith Cowan University debunks the myths of the environmental impact of printing… The environmental credentials of printing have been in the spotlight for a while with brands and marketers as well as large corporates regularly proposing they would reduce or eliminate paper and printing from their business as […]

Opinion

by B&T Magazine

B&T Magazine
Mindshare Snares Kayo’s & Binge’s Media
  • Media

Mindshare Snares Kayo’s & Binge’s Media

The WPP-owned agency Mindshare has revealed it has won the media business for both Kayo and Binge. Both Kayo and Binge form part of Foxtel’s Steamotion’s streaming services and have seen significant boosts to the subscription numbers in recent times, primarily during lockdown. Commenting on the win, Mindshare CEO Katie Rigg-Smith said the win would […]

by B&T Magazine

B&T Magazine
Aussie Tech Firm Launches App To Help Media Owners Find Local Advertisers In Any Location
  • Media

Aussie Tech Firm Launches App To Help Media Owners Find Local Advertisers In Any Location

Realworld, an Australian location-based technology company, today launched adfindr.co, a leads platform for media owners. Adfindr finds the contact details of hundreds of local businesses around any location. Adfindr offers all media owners a database of local advertising leads. Simply type in a location and extract advertising leads in that area. David Sanderson, Director at […]