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.