Study: Just 45% Of Aussie Marketers Value Representation Of Modern Day Society In Imagery
New research has revealed that while less than half of Aussie marketers believe it’s important to represent modern day society in marketing imagery, but this stat is growing.
Global technology company Shutterstock has revealed the results of its 2017 survey of marketers to better understand their use of imagery in advertising campaigns.
Over 1,500 marketers from Australia, the UK, and US were surveyed in October on their changing use of imagery. This study is an expansion of Shutterstock’s 2016 research of UK marketers’ use of imagery.
The research found that only 45 per cent of Aussie marketers believe it’s important to represent modern day society in marketing imagery, but more and more are starting to recognise the value of doing so.
Furthermore, 55 per cent of local marketers who are featuring more imagery of same-sex couples are doing so to better represent modern day society, while 41 per cent who are featuring more imagery of racially diverse models are doing so to represent modern day society.
Globally, Shutterstock’s research found that marketers agree there is still room for growth in using more diverse images in marketing campaigns (Australia: 93 per cent; the UK: 93 per cent; and the US: 91 per cent).
Marketers across the globe also agree that using more diverse images will help a brand’s reputation (Australia: 93 per cent; the UK: 90 per cent; and the US: 88 per cent).
The study also found that Aussie marketers are leading the way in using an increasing numbers of images featuring women, while British marketers are leading the way in using more images of same-sex couples.
For global marketers, using images of same-sex couples and images featuring racial diversity to represent modern day society is more important than fitting with the brand message.
Commenting on the findings, Shutterstock curator Robyn Lange said: “Our research shows that globally, marketers are shifting their attitudes and selecting images primarily to represent modern day society.
“Marketers are also recognising that choosing images that are relatable to diverse groups benefits their brand’s reputation.
“Striking a chord with consumers is no longer about serving them images of perfection, as social media has helped to change how people view images.
“Consumers prefer images that accurately portray the world around them, as opposed to a perfected version of the world offered by marketers.”
Latest News
TABtouch And Clemenger BDDO Sydney Campaign To Ensure The Real Best On Ground At The AFL Grand Final Doesn’t Get Robbed. Again.
Back in 2008, the Norm Smith Medal for best on ground at the AFL Grand Final was awarded to Luke Hodge. His teammate, Xavier Ellis claims that as the true best on ground that day, he was robbed. He’s spent the years since living with the loss. It’s been a running joke in footy circles […]
Capgemini Identifies Six Focus Areas For CMOs Looking To Develop Data-Driven Teams
The rapid growth in ecommerce during the pandemic has heightened the need for real-time insights to accommodate fast-changing customer behaviour. Accordingly, CMOs’ responsibilities are shifting, and around three quarters are now responsible for contributing to business growth (76 per cent) and data and technology (74 per cent). This is according to the latest Capgemini Research […]
Australian Streaming Customers Getting The Best Bang For Their Buck: Study
Australia getting value for money when it comes to video streaming. The same can't be said for a pack of Marlboro reds.
HCL Technologies And Cricket Australia Announce Winners From TechJam’21;
Cricket going for an image refresh, because there's nothing more high-tech than a sport where players spit on the ball.
TikTok Offically Reaches One Billion Users
TikTok says that it has officially reached more than one billion global users. In a blog post on its Australian newsroom, the video app said, “our global community is remarkable in its ability to reach millions of people, across generations. From music, food, beauty and fashion to art, causes, and everything in between, culture truly […]
Ovira Makes Powerful Statement With “You Will Not Silence Our Pain” Mobile Billboard
Here's a simple idea with a powerful message and proof it doesn't require big bucks to make real change.
Explained: The ACCC’s Latest Plan To Control Google & Its Ad Tech Dominance
Confused by the ACCC's Google announcement this morning? This is like a personal cheatsheet penned to your inner thigh.
Rapper Ludacris Creates Netflix Kids’ TV Show ‘Karma’s World’
Ludacris giving rappers a bad name everywhere after launching new, inspirational kids' cartoon via Netflix.
Omnicom’s Resolution Digital Makes Two New Hires, Expanding Digital Transformation Team
Resolution Digital announces two new hires. Expanding its transformation offering & understanding of The Matrix films.
Twitch Partners With GroupM For APAC First
Twitch's union with GroupM arguably gives an insight into the future of media sans anyone wearing a silver jumpsuit.
Pinterest Announces Second Annual Creators Festival For October 20th
Mark October 20 in the diaries as Pinterest Creators Festival day. It just so happens to be World Osteoporosis Day too.
Michael Leunig Condemned For Cartoon Comparing Vaccine Mandates To Tiananmen Square Massacre
It appears cartoonist Michael Leunig now entering his second decade of being woefully unfunny.
Volkswagen Australia Adds DAB+ Radio To 2022 Models
Nothing screams ad creative, inner-west single male or "I can't afford an Audi" quite like owning a souped-up VW Golf.
Coffee Chain Roasted For Bizarre “Flick The Bean” Promotion, Which Also Happens To Be A Euphemism For Masturbation
Brilliant copywriting has the power to move, create, inspire! Or, there's this disaster that lands you the lead in B&T.
Six Screen Creatives Announced For 2021 Emerging Writers’ Incubator Initiative
Six screenwriting creatives from across Australia have been selected as the inaugural participants in the Emerging Writers’ Incubator. The Incubator is an initiative from SBS in partnership with Screen Australia, state and territory agencies Film Victoria, Screen Canberra, Screen NSW, Screen Queensland, Screenwest and the South Australian Film Corporation, and with the assistance of the […]
Omnicom Media Group The First Australian Business To Complete Amazon Advertising’s OMEGA Training
Omnicom staff now fully trained in Amazon's OMEGA training. Well, excusing the dummies that didn't pass, that is.
This Way Up: Australia’s Advertising Festival Of Creativity Rescheduled To 2022
Sadly, the Advertising Festival Of Creativity has had to be postponed until next year. Will still say 2021 on the pens.
Monday TV Wrap: The Block Builds Nine A Nightly Win (And A Lovely New Kitchen Extension)
Last night's kitchen reno on The Block belied the sad truth that is the three months of hell of an actual kitchen reno.
Loyalty Republic Launches Card Agnostic Rewards Program
Australian start-up Loyalty Republic is introducing Australia’s first bank and card agnostic direct earn rewards program to democratise loyalty and make rewards accessible and fair for anyone using a debit card. The Loyalty Republic mobile app will place consumers in control of their rewards earning potential and redemption options, with a simplified model offering 1 point per $1 spent on debit card […]
Amobee Announces Partnership With Samsung Ads
Amobee unveils partnership with Samsung Ads. Sadly, plans for a celebratory deluxe mousse cake shelved due to lockdown.
How To Use Social Media Insights To Understand What’s Impacting Your Brand’s Health
Is your brand suffering from eczema, wind or irritable bowel? Discover the truth with this social media health check.
Radio Station Uses Sperm, Conception & Rockers KISS For Oddball “Born To Rock” Campaign
As we're all still working remotely, why not take the opportunity to headbang with gay abandon to this rockin' advert.
triple j’s Giving Away One Of Dr Karl’s Iconic Colourful Shirts
Do you regularly throw up all over yourself? Disguise the fact by owning one of Dr Karl Kruszelnicki's colourful shirts.
Facebook Hits Pause On Instagram Kids
Facebook hits pause on Instagram Kids project. Zuckerberg still working on his giant laser & flying monkeys, however.
“Stupid Prick!” Kyle Sandilands Claims He Wouldn’t Attend Anti-Vax Producer’s Funeral If He Caught COVID
Having recently found ourselves agreeing with Waleed Aly, B&T finds ourselves strangely agreeing with Kyle Sandilands.
Carat & UNICEF Australia Unveil Initiative To Deliver Two Billion Vax Shots To Developing Nations
Carat unveils plans to vax developing nations. Which, you'd agree, goes above and beyond the call of a media agency.
Billie Eilish Teams Up With Nike To Release Vegan Air Jordans
Billie Eilish & Nike team for new vegan Air Jordans range that sadly doesn't come with tag "get less meat on your feet".
IMAA Announces New Group Deal Arrangements With Media Research, Planning And Training Companies
As if the tote bag, sun visor & leather embossed notepad weren't enough, IMAA members can now enjoy these benefits too.
New Word Order Creates “Anything Is Possible” Campaign For Coomera Anglican College
Coomera Anglican College has risen to become a leader among Gold Coast schools, however, its brand identity was at odds with its history, leadership and bold plans for the future.
Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
Aussie designers are giving iconic logos a pro-vax revamp. Sadly, not enough to stop the rioting in Melbourne, however.
