Why is it Important to use Diverse Stock Images?
A diverse and inclusive stock photo can add value and quality to a company’s visual identity. Most organizations would agree that diversity and inclusion are crucial for increasing the company morale as well as the productivity of the business.
Embracing diversity and inclusion through diverse images is an important way to show that companies respect their audiences and consumers. Diverse marketing not only affects how people perceive a company but it also affects how people perceive themselves.
What Does it Mean to Use Diverse Images?
A common myth is that many people believe diversity only refers to race and gender. However, diversity is a very broad term. While race and gender certainly play a key role in defining true diversity, it expands greatly beyond that.
It's important to address the full realm of diversity within the audience, which may vary based on the topic that is being portrayed. Here are a few elements to be aware of when finding diverse stock images:
Race and Ethnicity:
Race and ethnicity embody skin colors, cultural traditions, and national origins. It’s important to search for stock images that feature people from a broad spectrum of racial and ethnic backgrounds, such as mixed race individuals, indigenous people, and those that are from other under-represented groups.
Gender:
Gender is a broad concept encompassing gender identity - how you see yourself and gender expression - how gender identity is outwardly expressed. Imagery featuring people of different genders, such as androgynous, trans, and other identities, is a powerful approach to add more diversity to your company’s advertisements and digital content.
Sexual orientation:
Portraying people of diverse sexual orientations goes far beyond featuring images of same sex couples and rainbow flags. Showcasing LGBTQ+ people through visual images, in different aspects, is a great way to add authenticity to your company, as well as increase acceptance for LGBT communities and establish LGBTQ+ communities as a norm.
Age:
Typically, stock images feature people from the younger generation. Featuring older people (50+) in your digital content helps your company’s marketing relay the real world where diverse age groups exist all around us. This, in turn will help your company attract consumers of all ages.
Abilities:
Stock images that show people living with disabilities can help shift away from common stereotypes and focus instead on the reality of their everyday lives. Highlighting the individual, rather than their physical or cognitive impairment, highlights the realism that many consumers live productive lives despite their hidden or evident disabilities.
Body type:
Showing realistic and diverse bodies is a very inclusive to help your company. Using images that portray people of all shapes, sizes can connect with audiences in a way that feels very authentic—every brand’s goal.
Importance of Using Inclusive Images
When a company puts out stock images that lack diversity, minority groups are not able to see themselves in the media, which would therefore have a negative impact on their self-worth, as well as impact on how they perceive the company.
Stock images have tremendous power: seeing someone similar to you reflected back in an image is uplifting and fosters inclusion. Addressing diversity and inclusiveness in your stock images will only widen your audience when you include more diversity, such as skin tones, body shapes, abilities, gender, etc.
Examples of Companies Successfully Using Diverse Photos:
Nike has been widely recognized for its successful and inclusive marketing campaigns that feature diverse individuals. They have consistently portrayed people from various backgrounds, ethnicities, and body types in their advertisements, showcasing the idea that anyone can excel in sports and fitness.
One of their notable campaigns is the "Equality" campaign, which highlighted athletes like Serena Williams, LeBron James, and Colin Kaepernick, advocating for equality and inclusion. Nike's commitment to diversity in their marketing has resonated with a broad audience and helped them build a strong brand image.
Ben & Jerry's, the popular ice cream brand, has been known for incorporating diversity and social activism into their marketing efforts. They have consistently used their platform to advocate for social justice issues, such as racial equality, LGBTQ+ rights, and environmental sustainability. Through their marketing campaigns, they have featured diverse individuals and highlighted stories that promote inclusivity and equality.
Ben & Jerry's "Love Comes in All Flavors" campaign, for example, celebrated same-sex marriage and garnered widespread attention for its support of LGBTQ+ rights. By aligning their brand with progressive values and embracing diversity, Ben & Jerry's has successfully attracted a loyal customer base and differentiated themselves from competitors.
Questions to Consider Before Selecting an Image
When choosing diverse stock images, it can be helpful to have a checklist to refer to.
Here are questions to help you be mindful of diversity when choosing your images:
Who is missing or excluded?
Would I want to be portrayed this way?
Are any stereotypes being shown in the photo?
Can everyone who might view the photo see someone like themselves represented in it?
Free Stock Photo Sites with Inclusive Images
Unsplash: With more than 3 million photos, Unsplash is one of the most easily accessible, free, and largest collections of stock photos available. Simply type a keyword into the search bar at the top of the page, and browse the results to find the best images for your needs. And if you are unsure of what you're looking for and need some inspiration, there are category tabs along the top of the homepage.
Canva: A web-based graphic design tool that makes modifying images simple. The platform offers a library of over 1.6 million free images you can use for any purpose you desire - find a photo and then use the built-in design tool to enhance them quickly. One helpful feature is that Canva automatically generates a colour palette for any photo you choose to keep the colour scheme of your project consistent.
Pexels: Provides free, high-quality stock images that are easily tagged and searchable. Pexels is easily accessible, well organized, and even offers free stock videos.
Accurate, authentic representation matters. Having diverse images is a clear way to signal to consumers that your organization holds diversity and inclusion as a core value for the company.
By including diverse and inclusive stock images in your marketing, your target audience will be able to connect with your company on a deeper level, which will not only increase revenue and company performance.
And it feels good to be inclusive and ensure your audience feel seen, heard, and respected.