Marketers embrace DE&I agenda

Marketers around the world are taking note of DE&I (diversity, equity and inclusion) issues with three quarters saying the use of more diverse content helps a brand’s reputation, according to a new study from Shutterstock.

Why it matters

Despite the sometimes dismissive coverage of and comment on DE&I in some parts of the political and media world and on social platforms, brands in many parts of the world* appear ready to stand up for what they and their customers know to be right.

Key findings 

• Societal movements impact on diverse content

Nearly two-thirds (63%) of global marketers report that movements such as Black Lives Matter and Stop Anti-Asian Hate have impacted content decisions over the last 12 months. And 65% agree racial and ethnic diversity is an important factor when targeting campaign audiences.

• Lockdown restricts localised content 

More than a third (37%) of global marketers said their ability to source diverse content has been significantly impacted due to travel restrictions. A quarter have been unable to localise content for individual markets and this has pushed more than one in six (17%) to violate lockdown restrictions – risking health and legal repercussions – to continue to create diverse content. 

• Brands battle to marry representation with authenticity   

More than a third (34%) of global marketers believe that accurately representing the world we live in is the most important objective for content used in marketing campaigns (marginally ahead of brand purpose at 33%). Accurate representation is the top reason behind increasing use of content that features same sex couples (64%), racially diverse models (68%), people with disabilities (60%), and transgender models (62%).  

• More brands take a stand 

More than a quarter (26%) of global marketers and a significantly higher 39% of UK marketers aim for their campaign creative to oppose the political landscape, demonstrating the increasing rise of brands making their own stand for social issues, establishing their own voice.

*Shutterstock’s DE&I in Marketing: A Global Report is based on responses from more than 2,700 marketers across Australia, Brazil, France, Germany, Italy, South Korea, Spain, the UK, and USA.