Driving Authentic Representation in
Marketing and Communications,
One Image at a Time
DIVERSITY,
Imagery Toolkits
EQUITY, &
INCLUSION
Where are there opportunities to improve representation and inclusion?
What do we see in the visuals typically chosen in that market?
What is the demographic and psychographic landscape of each market?
Getty Images' proprietary data and expertise as the world's leading visual content provider fueled the insights that inform the DE&I Imagery Toolkits. We analyzed millions of annual downloads and billions of searches, tapped into Getty Images Visual GPS research and Kantar's global monitor report to provide actionable insights to help us all be more inclusive in visual storytelling.
The toolkits address three important questions:
To help marketers and communicators infuse authenticity into their visual storytelling across all communication channels and platforms. As brands prioritize diversity and inclusion, we need to ensure intent converts to action.
What do they offer?
A roadmap for incorporating authentic and multi-faceted depictions of people in global content, while also identifying biases and stereotypes through specific lenses of identity, including:
Our Goal for the ToolkitS
Join us in our mission to change perceptions and make a difference through honest and authentic messaging and imagery.
of visuals include LGBQ+ identities
<1%
Low representation
leads to lack of authenticity.
Source: Getty Images Visual GPS 2020
Sexual Orientation refers to a person’s inherent or immutable enduring emotional, romantic, or sexual attraction to other people. It is focused on a person’s relationships and is separate from gender identity.
of people over 50
don’t believe they’re accurately portrayed in advertising
79%
It’s time to provide a more realistic reflection of the varied and important roles older adults play in our lives.
Source: Getty Images Visual GPS 2020
Age is defined as the length of time that a person has lived. A person’s experience socially, culturally, economically, etc. can often be impacted by how young or old they are.
consumers who experience discrimination
attribute that discrimination
to their religion
1/4
Over
Source: Getty Images Visual GPS 2020
Religions around the world have varying customs that may affect the way people dress, what they eat, what they participate in, how they marry plus much more.
OF adults lives
with a disability
represent people with disabilities
despite the fact that
1%
Less than
Source: Getty Images Visual GPS 2020
People with disabilities are one of the largest groups in the world yet they are all but invisible within media.
of people who experience discrimination
believe it’s due to their body
shape, size or type
40%
There is a real need for
body positivity.
Source: Getty Images Visual GPS 2020
Bodies cover all aspects of a person’s physical appearance.
It’s especially connected to body image, which refers to a subjective picture of one’s own physical appearance established both by self-observation and by noting the reactions of others.
are more likely to appear in scenarios related to
business, leadership or innovation.
MEN
more visuals
17%
Though women are
included in
Source: Getty Images Visual GPS 2020
Gender is nuanced and complex.
people of color
feel they experience discrimination
due to their skin color
7 / 10
Inclusive imagery should go beyond simply showing different racial and ethnic backgrounds –
it should challenge harmful stereotypes.
Source: Getty Images Visual GPS 2020
Race and Ethnicity are not mutually
exclusive categorizations
and can overlap for certain communities.
RACE & ethnicity
GENDER
SEXUAL
ORIENTATION
AGE
DISABILITY
BODIES
RELIGION
Visuals impact the way we see ourselves—and the world around us. When inclusiveness and diversity are considered in imagery, authentic representation is created that can change perceptions, shift mindsets,
and help create lasting connections between brands and consumers.
To cultivate greater diversity and inclusivity in our marketing and communications, Getty Images partnered with Citi to develop Diversity, Equity & Inclusion Imagery Toolkits across 10 countries. The toolkits provide marketers, communicators, and creatives with country-specific data and insights that capture cultural and regional nuances, as well as actionable insights to create authentic and multi-faceted depictions of people in marketing and communications.
We know that when we celebrate diversity, we can move the culture forward.
Getty Images is the world’s foremost visual expert—capturing, creating and preserving content
to elevate visual communications everywhere. By identifying cultural shifts, spearheading trends
and powering the creative economy, we fuel visual storytelling worldwide.
CUSTOM CONTENT
On brand. On budget. Only for you. Bring the engine behind Getty Images’ content production
and operations to your brand. Discover our global network of 340,000+ creators to develop exclusive content. Explore>
Getty Images is the world’s foremost visual expert—capturing, creating and preserving content to elevate visual communications everywhere. By identifying cultural shifts, spearheading trends and powering the creative economy, we fuel visual storytelling worldwide.
It has never been so important to build an inclusive narrative. With the world in constant change, visual content must be in line with new realities. How do you connect with today's consumer in an authentic and relevant way? We can help you.
Use Getty Images' visual expertise to build your next narrative through our global network of photographers and videographers, creating a library of content unique to your brand.
DOWNLOAD US TOOLKIT
Join us in our mission to change perceptions and make a difference through
honest and authentic messaging and imagery.
Over the next few months, Citi and Getty Images will be releasing DE&I Imagery Toolkits in
multiple markets around the globe, including Singapore, Mexico, India, Hong Kong, the UAE, and many more.
Please check back often to get inclusivity insights into these markets.
ACTIONABLE INSIGHTS
DOWNLOAD THE TOOLKIT
1/4
Gender stereotypes are pervasive
for women and men.
The visual emphasis is often on their disability rather than authentic everyday living.
of ads
DOWNLOAD THE MEXICO DE&I IMAGERY TOOLKIT
DOWNLOAD the UK DE&I IMAGERY Toolkit
DOWNLOAD the US DE&I IMAGERY Toolkit
CLICK ON THE COUNTRY NAME TO DOWNLOAD THE DE&I IMAGERY TOOLKIT MEXICO | SINGAPORE | UK | US
DOWNLOAD THE MEXICO DE&I TOOLKIT
DOWNLOAD the SINGAPORE DE&I IMAGERY Toolkit
DOWNLOAD the UK DE&I IMAGERY Toolkit
DOWNLOAD the US DE&I IMAGERY Toolkit
DOWNLOAD the US DE&I IMAGERY Toolkit
DOWNLOAD the UK DE&I IMAGERY Toolkit
Source: Getty Images Visual GPS 2020
for example, Low income family celebrating birthdays or Christmas and School children walking to school with friends are rarely shown
There are areas of opportunity in the current visual landscpe.
Socioeconomic Status may be defined as the type of work people currently do or have done in the past if they are past retirement age. Class is still presented as a stereotype in advertising, compounded when someone is shown as coming from particular areas of the country.
SOCIOECONOMIC STATUS*
*not all lenses are in every toolkit to ensure we are being culturally relevant
CLICK ON THE COUNTRY NAME TO DOWNLOAD THE DE&I IMAGERY TOOLKIT MEXICO | SINGAPORE | UK | US
CLICK ON THE COUNTRY NAME TO DOWNLOAD THE DE&I IMAGERY TOOLKIT MEXICO | SINGAPORE | UK | US
Getty Images is the world’s foremost visual expert—capturing, creating and preserving content
to elevate visual communications everywhere. By identifying cultural shifts, spearheading trends
and powering the creative economy, we fuel visual storytelling worldwide.
CUSTOM CONTENT
On brand. On budget. Only for you. Bring the engine behind Getty Images’ content production
and operations to your brand. Discover our global network of 340,000+ creators to develop exclusive content. Explore>
DOWNLOAD US TOOLKIT
Join us in our mission to change perceptions and make a difference
through honest and authentic messaging and imagery.
CHANGE PERCEPTIONS,
HOW CAN YOU
SHIFT
MINDSETS,
and CREATE
LASTING
CONNECTIONS?
HONEST,
AUTHENTIC,
REPRESENTATION.
We can help.
Imagery Toolkits
DIVERSITY, EQUITY, & INCLUSION
The DE&I Imagery Toolkits are a roadmap for incorporating authentic and multi-faceted depictions of people in global content, while also identifying biases and stereotypes through specific lenses of identity*:
RACE & ethnicity
DISABILITY
BODIES
RELIGION
GENDER
SEXUAL
ORIENTATION
AGE
SOCIOECONOMIC STATUS
DOWNLOAD the US DE&I IMAGERY Toolkit
DOWNLOAD the UK DE&I IMAGERY Toolkit
Low representation
leads to lack of authenticity.
Source: Getty Images Visual GPS 2020
of visuals include LGBQ+ identities
<1%
Sexual Orientation refers to a person’s inherent or immutable enduring emotional, romantic, or sexual attraction to other people. It is focused on a person’s relationships and is separate from gender identity.
Source: Getty Images Visual GPS 2020
for example, Low income family celebrating birthdays or Christmas and School children walking to school with friends are rarely shown
There are areas of opportunity in the current visual landscpe.
Socioeconomic Status may be defined as the type of work people currently do or have done in the past if they are past retirement age. Class is still presented as a stereotype in advertising, compounded when someone is shown as coming from particular areas of the country.
Age is defined as the length of time that a person has lived. A person’s experience socially, culturally, economically, etc. can often be impacted by how young or old they are.
of people over 50
don’t believe they’re accurately portrayed in advertising
79%
It’s time to provide a more realistic reflection of the varied and important roles older adults play in our lives.
Source: Getty Images Visual GPS 2020
People with disabilities are one of the largest groups in the world yet they are all but invisible within media.
OF adults lives
with a disability
represent people with disabilities
despite the fact that
1%
1/4
Less than
of ads
The visual emphasis is often on their disability rather than authentic everyday living.
Source: Getty Images Visual GPS 2020
Source: Getty Images Visual GPS 2020
of people who experience discrimination
believe it’s due to their body
shape, size or type
There is a real need for
body positivity.
40%
Bodies cover all aspects of a person’s physical appearance.
It’s especially connected to body image, which refers to a subjective picture of one’s own physical appearance established both by self-observation and by noting the reactions of others.
Gender is nuanced and complex.
Source: Getty Images Visual GPS 2020
are more likely to appear in scenarios related to
business, leadership or innovation.
MEN
17%
Though women are
included in
Gender stereotypes are pervasive
for women and men.
more visuals
consumers who experience discrimination
attribute that discrimination
to their religion
1/4
Over
Source: Getty Images Visual GPS 2020
Religions around the world have varying customs that may affect the way people dress, what they eat, what they participate in, how they marry plus much more.
Source: Getty Images Visual GPS 2020
people of color
feel they experience discrimination
due to their skin color
7 / 10
Race and Ethnicity are not mutually
exclusive categorizations
and can overlap for certain communities.
Inclusive imagery should go beyond simply showing different racial and ethnic backgrounds –
it should challenge harmful stereotypes.
As brands prioritize diversity and inclusion, we need to ensure intent converts to action.
Getty Images is the world’s foremost visual expert—capturing, creating and preserving content to elevate visual communications everywhere. By identifying cultural shifts, spearheading trends and powering the creative economy, we fuel visual storytelling worldwide. Getty Images proprietary data, VisualGPS, and our visual expertise fueled the insights for the DEI Imagery Toolkits.
It has never been so important to build an inclusive narrative. With the world in constant change, visual content must be in line with new realities. How do you connect with today's consumer in an authentic and relevant way? We can help you.
Use Getty Images' visual expertise to build your next narrative through our global network of photographers and videographers, creating a library of content unique to your brand.
*not all lenses are in every toolkit to ensure we are being culturally relevant
CLICK HERE TO LINK TO THE DE&I IMAGERY SEARCH GUIDE
WATCH LESSONS IN AUTHENTIC VISUAL REPRESENTATION
Click on a country in purple or click on the name below to download the DE&I Imagery Toolkit
click on countries in purple
to download the toolkit
BRAZIL*
CANADA
GERMANY
HONG KONG
JAPAN
MEXICO**
SINGAPORE
UNITED ARAB EMIRATES
UNITED KINGDOM
UNITED STATES
Download the
Toolkits now
Visuals impact the way we see ourselves—and the world around us. When inclusiveness and diversity are considered in imagery, we create authentic representation which can change perceptions, shift mindsets, and help create lasting connections between brands and consumers.
Getty Images collaborated with Citi to develop Diversity, Equity & Inclusion Imagery Toolkits in 10 markets. The toolkits provide marketers, communicators, and creatives with country-specific data and insights that capture cultural and regional nuances, as well as actionable insights to create authentic and multi-faceted depictions of people in marketing and communications.
DOWNLOAD THE TOOLKIT
CLICK ON THE COUNTRY NAME TO DOWNLOAD THE DE&I IMAGERY TOOLKIT
BRAZIL | CANADA | GERMANY | HONG KONG | JAPAN | MEXICO | SINGAPORE | UNITED ARAB EMIRATES | UK | US
CHANGE PERCEPTIONS,
HOW CAN YOU
SHIFT
MINDSETS,
and CREATE
LASTING
CONNECTIONS?
HONEST,
AUTHENTIC,
REPRESENTATION.
We can help.
Imagery Toolkits
DIVERSITY, EQUITY, & INCLUSION
The DEI Imagery Toolkits are a roadmap for incorporating authentic and multi-faceted depictions of people in global content, while also identifying biases and stereotypes through specific lenses of identity*:
RACE & ethnicity
DISABILITY
BODIES
RELIGION
GENDER
SEXUAL
ORIENTATION
AGE
SOCIOECONOMIC STATUS
As brands prioritize diversity and inclusion,
we need to ensure intent converts to action.
Getty Images is the world’s foremost visual expert—capturing, creating and preserving content
to elevate visual communications everywhere. By identifying cultural shifts, spearheading trends
and powering the creative economy, we fuel visual storytelling worldwide.
CUSTOM CONTENT
On brand. On budget. Only for you. Bring the engine behind Getty Images’ content production
and operations to your brand. Discover our global network of 340,000+ creators to develop exclusive content. Explore>
DOWNLOAD US TOOLKIT
Join us in our mission to change
perceptions and make a difference
through honest and authentic
messaging and imagery.
Getty Images is the world’s foremost visual expert—capturing, creating and preserving content to elevate visual communications everywhere. By identifying cultural shifts, spearheading trends and powering the creative economy, we fuel visual storytelling worldwide. Getty Images proprietary data, VisualGPS, and our visual expertise fueled the insights for the DEI Imagery Toolkits.
It has never been so important to build an inclusive narrative. With the world in constant change, visual content must be in line with new realities. How do you connect with today's consumer in an authentic and relevant way? We can help you.
Use Getty Images' visual expertise to build your next narrative through our global network of photographers and videographers, creating a library of content unique to your brand.
*not all lenses are in every toolkit to ensure we are being culturally relevant
CLICK HERE TO LINK TO THE DE&I IMAGERY SEARCH GUIDE
WATCH LESSONS IN AUTHENTIC VISUAL REPRESENTATION
Click on the country name below to download the DE&I Imagery Toolkit
Brazil
Canada
GERMANY
HONG KONG
JAPAN
MEXICO*
SINGAPORE
UNITED ARAB EMIRATES
UNITED KINGDOM
UNITED STATES
Download the Toolkits now
Visuals impact the way we see ourselves—and the world around us. When inclusiveness and diversity are considered in imagery, we create authentic representation which can change perceptions, shift mindsets, and help create lasting connections between brands and consumers.
Getty Images collaborated with Citi to develop Diversity, Equity & Inclusion Imagery Toolkits in 10 markets. The toolkits provide marketers, communicators, and creatives with country-specific data and insights that capture cultural and regional nuances, as well as actionable insights to create authentic and multi-faceted depictions of people in marketing and communications.
DOWNLOAD THE TOOLKIT
CLICK ON THE COUNTRY NAME TO DOWNLOAD
THE DE&I IMAGERY TOOLKIT
MEXICO | SINGAPORE | UK | US
*The Brazil DE&I Imagery Toolkit is available to download in English and Brazilian Portuguese
**The Mexico DE&I Imagery Toolkit is available to download in English and Spanish
Link to a curated board of all toolkit visuals
Link to a curated board of all toolkit visuals
