Brand managers are trying to be more inclusive in their PR and marketing messages—including the kinds of images they use.
Shutterstock surveyed more than 1,500 marketers from the United States, United Kingdom and Australia about their use of visuals in content efforts and reported that communicators worldwide think that using more diverse images can boost a brand’s reputation.
Though most marketers (88 percent in the U.S., 90 percent in the U.K. and 93 percent in Australia) said selecting diverse visuals could positively affect brand reputation, the majority also said that there’s room for improvement. Ninety-one percent of U.S. marketers said more diverse images could be used, and 93 percent of those in the U.S. and Australia agreed.
“It’s clear that societal changes combined with shifting attitudes are influencing the demand for more modern imagery that represents a diverse range of communities,” said Robyn Lange, Shutterstock Curator.
Embracing diversity isn’t the only way marketers are trying to connect with consumers: Fifty-seven percent of U.S. marketers said they feature more non-professional models to “represent modern day society.” The majority of U.S. marketers (65 percent) who use non-traditional families in their imagery do so for the same reason.
Representing today’s society—and target consumers—has even become more important than finding images that fit a brand’s message.
Shutterstock reported that the majority of U.S. and U.K. marketers (83 percent and 77 percent, respectively) choose to
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