The outcomes of Shutterstock’s 2017 survey of marketer’s use of imagery, shows that the Advertising Standards Authority (ASA) choice to eliminate gender stereotypes is having a noticeable impact on ad campaigns.
The poll of 500 UK marketers found that 57% of respondents said they were already being affected by the ASA’s plan to bring new recommendations on gender.
35% reported using a larger amount of images that featured women in the last 12 months. The data showed that the amount of entrepreneurs who believe that it’s more important to represent society jumped to 51%, up from 30 percent in 2016.
“The ASA’s crackdown on sex stereotyping within advertising images highlights the diversity difficulty that exists within marketing is no longer acceptable,” said Robyn Lange, ” Shutterstock Curator.
“We’re pleased that the ASA’s statement is having an effect on marketers and the upward tendency of utilizing non-stereotypical images of women in marketing campaigns is ongoing. Marketing campaigns have a strong visual effect on public life, therefore, marketers need to be more inclusive through their selection of images and ensure they’re representing individuals in society effectively.”
Driving unfair outcomes
The new ASA criteria are not meant to execute a ban on all types such as guys and the ones showing women cleaning. The guidelines do aim to eliminate the varieties of depictions it claims are “likely to be problematic”.
Examples given by the ASA include advertisements which:
– Show family members creating a wreck with a woman for cleaning up it, being responsible
– Suggest a action is inappropriate for kids of one gender as it is associated with the opposite sex
– Show a man trying and failing to tackle a relatively simple parental or household job
“Portrayals which fortify outdated and stereotypical perspectives on gender roles in society could play their role in driving unfair consequences for individuals,” Chief Executive of the ASA, Guy Parker, stated.
“While marketing is only one of several aspects that lead to unequal gender outcomes, tougher advertising standards can play a significant part in tackling inequalities and improving outcomes for individuals, the society and economy as a whole.”
The Shutterstock study shows that this push towards improved diversity in marketing vision is not a purely British phenomenon. 88 percent of those surveyed in the US and 93 percent of these in Australia agreed that by using imagery, a brands standing will be helped.
“Our study indicates that globally, marketers are changing their attitudes and choosing images, mostly, to represent modern day society,” said Lange.
“Marketers are also recognizing that choosing images that are relatable to diverse groups advantages their brand’s reputation. As media has helped to alter how folks view pictures, striking a chord with customers is no more about serving them pictures of perfection. Consumers prefer images that accurately portray the world around them, instead of a perfected version of this world provided by marketers.”
