Getty Images Highlights Marketing Shift Related to Aging, Body Images, Female Empowerment Imagery
Getty Images’ visual trends publication Curve released their most comprehensive assessment of diversity in advertising to date. The Curve is designed to highlight the latest trends and research into the changing use of visual imagery that depicts social variety. It is also a resource for brands that are looking to create exclusive and progressive communications.
In this edition, the Curve examines how brands can express the diversity of a world in constant flux and brands campaigns have shifted including:
· How the baby boomer generation are changing the definition of age – a vision that is setting a new tone for marketers to address their needs and wants
o Clothing brand American Apparel’s latest advertising campaign starred a 61-year-old model to promote its range while McDonald’s takes a different approach by comparing the lifestyles of the younger and older generations in its ‘Parallel Lives’ campaign
· Use of gay imagery in advertising, particularly growing trend among financial brand
o General Mills showed support for the community with their Lucky Charms Cereal #LuckyToBe campaign in celebration of Pride Month
· A rise in images reflecting an array of body types
o Dove’s thriving “Real Beauty” campaign is an example that heralds a new age of body-positivity and acceptance
Below is an image that expresses The Coming Out of Brands section. You can also see more images showcasing each of these sections here:
§ The Coming Out of Brands Lightbox
Additionally, you can watch an interview with Jarek Carethers, Group Creative Director at UniWorldGroup, who explores what visual trends in diversity mean to brands, here.
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