Image searches for ‘equality’ and ‘diversity’ rocket by 500%

Customer searches for images of ‘equality and unity’ shot up by 500% and searches for images illustrating ‘diversity’ rocketed by 200% (from May to June alone), according to new research by Getty Images. In fact, year on year, image searches have increased for ‘diversity’ (up 133%), ‘culture’ (up 115%), ‘real people’ (up 115%) and ‘inclusion’ (up 126%), confirmed Getty Images.  These trends are believed to be intensified due to the recent anti-racism protests.

However, nearly 80% of people globally have said it isn’t enough to have people of various ethnicities, backgrounds,and appearances in advertising. They expect companies to do a better job at capturing people’s true lifestyles and cultures, according to Getty Images. These findings were carried out in partnership with global market research firm YouGov, on behalf of Visual GPS. The Visual GPS Summer Update also reveals that 63% of people prefer to buy brands that are founded by or represent people like themselves. 

BREAKING DOWN STEREOTYPES

Commenting on the report findings, Dr Rebecca Swift, Global Head of Creative Insights at Getty Images, stated: “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.” 

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 through commercial imagery collections including Muslimgirl.com, Nosotros, The Disability Collection and Project ShowUs. 

BIAS & DISCRIMINATION

Its latest findings on bias and discrimination, reveals that 62% of people feel they have been discriminated against. This is more common for Gen Z compared to other generations. It’s also more common amongst women than men, and by consumers in the Americas, relative to Europe and the APAC region. In fact, 57% of respondents in North America say they have experienced discrimination based on the colour of their skin, compared to Europe and APAC. Around 53% 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%) of people who feel discriminated against feel so because of assumptions being made about their nationality or country of origin. Of those people who feel that they have been discriminated against, only 14% say they are well-represented in advertising and 15% in business communications.

In addition to 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.

Click here to download the guide.