Brands Increase Use of Transgender Models & Same-Sex Couples in Campaigns for More Authentic Representation

The latest study from Shutterstock has revealed that brands are featuring more transgender, non-binary, genderfluid and androgynous models in their advertising campaigns, along with same-sex and non-traditional families.

The DE&I in Marketing: A Global Report cited accurate and authentic representation as the top reason for brands increasing their content featuring same sex couples (64%) and transgender models (62%), as well as racially diverse models (68%) and people with disabilities (60%). Reassuringly, 75% of global marketers understand the importance of this content being created authentically by the same audience it intends to reach.

As we break barriers and challenge old norms, the media needs to better reflect a gender landscape that includes his, hers, theirs and beyond, according to the report. The study explores the views of thousands of marketers in Australia, Brazil, France, Germany, Italy, South Korea, Spain, the UK and USA on their use of diverse content in marketing campaigns, and how global events have impacted decisions.

Nearly two-thirds of global marketers (63%) stated that global events like Black Lives Matter have impacted their content decisions over the last 12 months, with 77% saying they are now expecting to use more diverse representation in their campaigns. However, adding rainbow icons to ads, say during Pride month, is simply not authentic or acceptable anymore. Thankfully, the majority of global marketers surveyed agreed. Around 76% of marketers in Brazil and Australia confirmed that LGBTQ+ representation mattered to them when considering ad campaign targeting, followed by 60% of marketers in the US, UK, Spain, France and Italy.

Brands are also featuring more non-traditional families in their campaigns. Australia leads the way with 25% marketers confirming an increase in campaigns featuring same-sex couples and non-traditional families, followed by Spain (24%), US (23%), Italy (22%), Brazil (21%), France (19%), UK (16%) and Germany (12%). The biggest motivating factor across the board is a “desire to adequately represent the world we live in”, noted the report.

However, more work needs to be done to translate this sentiment into wider action. Of all the markets surveyed, only two – Australia and the UK – reported that over 20% of marketers have used more content featuring transgender, non-binary, genderfluid or androgynous models, with South Korea reporting just 4%.

It’s not easy, however, to “marry representation with authenticity”, noted the report. Other key findings in the report revealed that:

• Less than a third (31%) of Head of DE&I hires globally are involved in all marketing decisions, with 14% having no involvement at all.
• Content which features females in campaigns has seen the biggest growth globally over the last 12 months (28%), with the second most popular content increase featuring racially diverse models (26%).
• 77% of global marketers say they are expected to use more diverse representation in their campaigns. 76% globally say there is still room for growth.
• 74% of marketers globally state that using more diverse content helps a brand’s reputation.