The new guidance is a direct response to the latest Getty Images Visual GPS 2021 Study that found countries that have greater representation of the LGBTQ+ community in their media and advertising also exhibit less discrimination and less bias.
However, when LGBTQ+ is included in advertising, it’s often narrow and stereotypical.
Getty Images Visual GPS Study found only 20% stated seeing LGBTQ+ people represented regularly in visuals, and said that when they do, it is often narrow and stereotypical.
For example, the survey respondents said:
30% of such visuals depict gay men as ‘feminine’
29% of such visuals depict LGBTQ+ people carrying the rainbow flag in some capacity
29% of such visuals depict lesbian women as ‘masculine’
28% of such visuals depict gay men as ‘flamboyant’
Feminine men, masculine women, and rainbow flags are all part of the LGBTQ+ community, but those images have been overrepresented and therefore can seem cliche. This project will point you toward ways to broaden the visual representation of the community.
The Visibility Project
Research study by P&G and GLAAD shows a strong need for tools, resources, and best practices when inclusion occurs. The research found that advertisers are concerned with backlash from the community when inclusion misses the mark.
We believe there is a huge opportunity to upend stereotypes, tell stories that have not been told before—and help customers show the community beyond Pride and rainbows. While we won’t reverse harmful stereotypes overnight, together we can create impact with inclusivity and empathy. We hope you’ll join us.