VisualGPS Creative Trends Culture Inclusive Visual Storytelling for India

India is a country full of diverse ethnicities, religions, languages and cultures, creating a vibrant and unique landscape. Despite this richness, media and advertising often fail to capture the true essence of Indian society. Addressing this gap with real representation is more important than ever.

The gap in current imagery
Despite efforts towards inclusivity, many Indian brands can further improve their visual communication. Getty Images' VisualGPS research reveals that 80% of Asia‑Pacific consumers expect brands to capture authentic lifestyles and cultures. Yet, over half of Asia‑Pacific consumers feel that media often fails to represent people like themselves, influencing their purchasing decisions.

Body representation
Although India’s population is diverse in terms of skin tones and body types, media portrayals don't always reflect this variety. The most popular visuals for Indian brands often highlight lighter skin tones, with 99% of visuals featuring lighter complexions. Darker‑skinned individuals are often depicted in rural contexts, and only 2% of visuals feature larger bodies. Additionally, women are disproportionately represented in beauty concepts, reinforcing gender imbalances. A study shows that 71% of college students associate fairness with beauty ideals.¹ Further research found that societal pressure for fairer skin leads to discrimination, affecting 35% of the population.² This belief influences career prospects and social status. Including people with different skin tones and body types in varied settings, both urban and rural, helps capture India’s true diversity more accurately.

Gender representation
Visuals most commonly used by Indian brands often show traditional gender roles, with women shown in homemaking roles and men in business settings. This remains true even though women outnumbered men in the population for the first time in 2021. Despite this shift, gender gaps in workforce participation and education persist. Studies indicate that many Indians still believe men should be decision‑makers, while women should manage household duties.³ Consequently, India ranks 135th out of 146 countries in the global gender gap rankings.⁴ Brands have a real chance to challenge these stereotypes by portraying women as leaders and men in more nurturing roles, promoting a more balanced and inclusive view of work‑life for everyone.

Age representation
Current popular visuals for Indian brands also lack age diversity. Only 9% depict individuals aged 60 and above, usually receiving healthcare or in family settings. In contrast, young adults aged 20‑29 account for nearly 50% of visuals across various contexts. While India's population is young, with 27.2% aged 15‑29,⁵ the elderly population is growing and is expected to reach 14.9% by 2036.⁶ It's important to show all age groups in various roles and scenarios to capture real‑life experiences.

Key visual strategies for India

• Capture real culture: Highlight cultural practices and daily life across diverse communities.
• Celebrate ethnic diversity: Include individuals from various backgrounds in everyday and business settings.
• Challenge gender norms: Portray women in leadership roles and men in nurturing positions.
• Depict age inclusivity: Feature different age groups in everyday activities beyond traditional roles.

Actionable guidelines for Asian and Pacific communities
Getty Images’ Inclusive Visual Storytelling for Asian Communities guidelines help brands take actionable steps in visual communication. The guide offers visual strategies focused on Asian and Pacific communities, with Asia‑Pacific overviews and cultural insights for Australia & New Zealand, China, Hong Kong, India, Indonesia, Japan, Malaysia, Taiwan, Thailand, Singapore and South Korea, covering key aspects such as gender, age, body, culture and diversity.

Sources

[1] The Indian National Museum
[2] The Tata Institute of Social Science (TISS)
[3] Pew Research Center
[4] World Economic Forum
[5] Government of India: Ministry of Statistics & Programme Implementation
[6] The Times of India