THE CHALLENGE: To bring Elevate, a social good platform supporting Anheuser-Busch's craft beer portfolio that is committed to raising the bar for the beer industry, to life through creative ideas and measurable actions.
THE INSIGHT: Stock imagery is an essential tool for designers, journalists, marketers and more, but in reality, royalty-free imagery sites tend to be overrun by low-quality images. This is particularly true for the craft beer industry, where there is an overabundance of photos that depict a lack of diversity and unsanitary beer serving.
Most beer-related stock imagery supports the notion that bearded white men wearing flannel are the sole consumers of craft beer, when in reality, 39% of beer drinkers identify as female*, and 32% identify as African-American, Hispanic, Asian, or otherwise non-white**. What's more, diversity-related searches increased by 180% from 2016 to 2017 according to Pexels, and specific searches like "feminism" increased by 290%.