Marketing Campaigns Adopting More Diverse Imagery, Survey Finds

Diversity in advertising imagery is on the rise as marketers seek to connect with a multifaceted audience. Stock footage provider Shutterstock surveyed more than 2,500 marketers in Australia, Brazil, Germany, the U.K. and the U.S. about their opinions on using diverse imagery in campaigns. The results indicated varying degrees of movement toward more diverse imagery in all geographies surveyed.

Shutterstock’s survey found that 91 percent of Generation X respondents and 92 percent of Millennials believe that they are expected to use more diverse imagery in advertising and the majority—88 percent of Generation X and 90 percent of Millennials—believe it helps a brand’s reputation.

Regional differences also appeared in the survey, with Brazilian marketers leading the way in using more images over the past 12 months featuring racially diverse models, same-sex couples and people with disabilities, while British marketers outpaced their peers in using more non-professional models and gender-fluid, non-binary, or androgynous models in their marketing campaigns.

Also reflecting regional differentiators are the motivations behind marketing choices. In Germany, marketers believe that emotional reaction (32 percent) and shareability of images (32 percent) is most important, while Brazilians (44 percent) and Australians (45 percent) believe it’s the connection between the brand and the brand message, and British (45 percent) and American (37 percent) marketers are after imagery that best represents modern society.

Common among all regions—95 percent in Brazil, 89 percent in the U.S., 88 percent in the U.K., 87 percent in Australia and 86 percent in Germany—is the agreement that there is room for growth in using more diverse images in marketing campaigns.

For more details from Shutterstock’s survey, click here.

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