We know that, as marketers, we can deepen customer connections by ensuring that audiences see themselves reflected authentically in our content. And an obvious place to start is with images, which can spark connection with your brand—or repel—in an instant. While every piece of marketing creative doesn’t need to represent everyone, the work as a whole should be inclusive.
That’s why we created this DE&I imagery tipsheet for marketers.
Our tipsheet offers guidance in the conceptualization and execution of marketing programs—whether produced by internal teams or outside agencies—with an eye toward diversity, equity, and inclusion (DE&I). Several key areas, including gender, race and ethnicity, age, and others, highlight tips that can help marketers evaluate whether depicted roles, physical appearances, and visual prominence are positive and empowering—or promoting stereotypes. More than just a single trait, there are many dimensions of diversity that can overlap in complex ways.
This tipsheet resides within a much larger framework of options for improving DE&I in your marketing materials. To truly tackle the complex and nuanced challenge of making your marketing more inclusive, you will want to consider research, targeting, data analysis, and creative. A creative audit will help you know your baseline.
And all the while, keep the imagery tipsheet by your side for quick reference.