Introduction to Diversity in Marketing
Your audience is watching—closely. The way brands represent diversity, or lack thereof, can significantly impact how their message is received by the public. It’s no longer just about the product or service itself, but about the values and inclusivity that a brand stands for.
The Importance of Representation
The United States is becoming more ethnically and racially diverse, especially in the 18-39 age bracket. Gen Z, in particular, values diversity and inclusivity in all its forms, with 81% of Gen Zers saying that multicultural and diverse communities greatly shape their brand preferences. This shift in consumer values underscores the need for marketers to prioritize diversity in their branding campaigns.
The Power of Images in Marketing
Given that a picture speaks a thousand words, marketers need to pay close attention to the images they choose for their campaigns. Not factoring in diverse stock photos can lead to campaigns missing the mark or, worse, damaging their reputation. Eighty-eight percent of U.S. marketers believe that using more diverse images helps a brand’s reputation. Diverse stock photos can make a brand more relatable and appealing to a broader audience.
How to Choose Diverse Stock Photos
Choosing the right stock photos can be challenging, but there are strategies to increase the chances of finding images that resonate with a diverse audience. For best results when using mainstream sites like Adobe, iStock, or Shutterstock, filter images using detailed prompts with keywords and related terms. Instead of looking for a specific demographic, search by lifestyle, location, or activity. This approach helps narrow down the search to images that naturally fit the desired aesthetic.
What to Avoid When Picking Stock Photos
Dodge the Most Downloaded Images
Avoid using stock photos that have been downloaded many times. Unique images can make a brand stand out and prevent the unintentional use of the same image by another company.
Make Intersectionality Intentional
Remember that diversity includes gender, race, ethnicity, neurodiversity, people with disabilities, and a diversity of ideas, experiences, and backgrounds. Intersectionality matters, and visuals should depict real people’s lives from various angles, considering aspects such as age, disability, and socioeconomic status.
Avoid Tokenism
Tokenism occurs when a brand features a diverse individual without meaningful representation of their community. It’s about ensuring that diverse individuals are not just included but are part of the narrative in a genuine way.
Steer Clear of Stereotypes or Cultural Appropriation
When using culture-specific images, understand the cultural symbols and practices represented and provide adequate context to avoid misrepresentation. Cultural sensitivity is key to respectful and inclusive marketing.
Success Stories and Best Practices
Brands like Savage X by Fenty have successfully incorporated diversity into their marketing, featuring models of all sizes, abilities, and backgrounds. This approach not only resonates with a wider audience but also sets a brand apart as inclusive and forward-thinking.
FAQs About Diverse Stock Photos
Ensuring Authenticity
Brands can ensure authenticity by conducting thorough research on the cultures and communities they want to represent and involving individuals from those backgrounds in the creative process.
Identifying Tokenism
Tokenism can be identified when diverse individuals are featured prominently but without real context or meaningful representation of their community.
The Role of User-Generated Content
User-generated content allows brands to showcase real customers from diverse backgrounds, providing an organic and authentic reflection of their audience. By encouraging community engagement, brands can foster inclusivity in a genuine and engaging way.
Conclusion
Incorporating diverse stock photos into marketing campaigns is not just a moral imperative; it’s a strategic one. By avoiding tokenism, stereotypes, and cultural appropriation, and instead focusing on genuine representation and inclusivity, brands can build a stronger, more loyal customer base. In a world where the audience is watching closely, making the right choices can be the difference between a campaign that resonates and one that falls flat. By prioritizing diversity and inclusivity, brands can ensure their message is heard and valued by a wider, more diverse audience.