iStock Tips for Avoiding Tokenistic and Stereotypical Representation of the LGBTQ+ Community
13 6월 2023 - 9:56PM
As Pride month commences, iStock, a leading e-commerce platform
providing premium visual content to SMBs, SMEs, creatives and
students everywhere, has revealed that businesses continue to use
tokenistic and stereotypical imagery when trying to demonstrate
support of the LGBTQ+ community. Only 1% of all customer downloads
in 2022 featured LGBTQ+ representation and rainbow flags make up
29% of all imagery used to represent the LGBTQ+ community.
These insights sit at odds with consumer sentiment, with
iStock’s VisualGPS research showing that people are looking to
engage with brands that celebrate diversity. Almost 70% of
non-LGBTQ+ consumers feel better about buying products from
companies that feature LGBTQ+ people in adverts and 75% of
non-LGBTQIA identifying respondents state they are comfortable
seeing this inclusion.
The research also shows that visualising communities in an
authentic way matters, with 83% responding that it’s important to
see pictures and videos of what’s happening to people around the
world in order to understand the daily challenges they face. With
53% of LGBTQ+-identifying people reporting experience of
discrimination based on their sexual orientation (a worrying
increase of 5% in only 8 months), it is more essential than ever
for businesses to be using authentic, everyday imagery of the
community.
“People clearly recognise the power of authentic representation
of the LGBTQ+ community to drive change and acceptance, and
consumers are open and accepting of the imagery, yet businesses
still fail to get it right,” said Dr. Rebecca Swift, Global
Head of Creative Insights at iStock. “The future could
look better though, with 56% of respondents to our VisualGPS
research stating that they think it is likely that people will be
widely accepted regardless of how they identify in the future (up
3% in 8 months). Businesses therefore have an opportunity to show
their allyship to the LGBTQ+ community with thoughtful and
inclusive marketing which extends beyond Pride month. Authenticity
is key to building trust and believability, and crucial to
representing all LGBTQ+ people with humanity and dignity.”
There are a few simple questions business owners can ask
themselves when selecting images and videos to ensure they are more
reflective of the lived experience of the LGBTQ+ community, helping
build better understanding and acceptance and demonstrate allyship
all year round:
- What scenarios are LGBTQ+ people pictured in? Are you showing
them at work, at home, at school, travelling or in other social
settings? Currently, 28% of imagery shows LGBTQI+ people
marching/protesting, 27% at rainbow-washed parties, only 14% show
individuals in a business setting, or 14% as professionals.
- Are you only showing LGBTQ+ people in romantic stories or as
parents? What about non-partnered LGBTQ+ people living full lives?
Currently LGBTQ+ people are 5x more likely to be pictured with a
romantic partner than the general population.
- Are you showing LGBTQ+ people living fulfilling, positive
lives? Having shared experiences both within and outside their
communities? With friend groups of all identities? With a variety
of family structures and with colleagues? Currently 30% of gay men
are shown as feminine or 28% as flamboyant, while 29% of lesbian
women are shown as masculine, promoting ongoing stereotypes.
Media contact:Will
McIntyrewill.mcintyre@gettyimages.com
Getty Images (NYSE:GETY)
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Getty Images (NYSE:GETY)
과거 데이터 주식 차트
부터 5월(5) 2023 으로 5월(5) 2024