VisualGPS Creative Trends Culture Inclusive Visual Storytelling for Singapore

Over the past few years, our focus has been on deconstructing the term “diversity” to understand its true meaning and visual representation. Now, as we build on these insights, it's time to address “authenticity” in the context of Singapore's multicultural and multiethnic society.

The gap in current imagery
Despite efforts towards inclusivity, many Singaporean 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 respondents feel that media often fails to represent people like themselves, influencing their purchasing decisions.

Race and ethnicity
The most popular visuals for Singaporean brands often highlight Chinese people, leaving Malays and Indians underrepresented. Chinese people are featured in both business and lifestyle settings. In contrast, Indian people are mainly seen in business scenarios, and Malay people face limited representation overall. Although Singapore’s population is a blend of Chinese, Malays and Indians, media portrayals don't always reflect this diversity. A study shows that 53.9% believe being Chinese offers advantages, but success in Singapore is generally not dependent on race.¹ Including people from all backgrounds in various scenarios helps to capture this diversity more accurately. Showcasing multi‑ethnic groups and interracial families can better reflect Singapore’s true diversity.

Gender representation
The most frequently used visuals for Singaporean brands still show a traditional gender bias, with women more often in homemaking roles and men in business settings. Despite progress, with Singapore ranking 48th out of 146 countries in gender gap rankings, stereotypes persist.² Studies indicate that 57% think men should make decisions, and 52% expect women to handle household duties.³ Brands can challenge these norms by portraying women as leaders and men in nurturing roles, emphasising an inclusive work‑life balance.

Age representation
Current popular visuals for Singaporean brands also lack age diversity. Only 10% depict individuals aged 60 and above, usually receiving healthcare or in family settings. In contrast, young adults dominate the imagery, mostly in corporate environments. Given that, 16.6% of Singapore’s population was 65 or older in 2022,⁴  and the labor force participation rate for this age group had been increasing in the last 10 years,⁵ it's important to show all age groups in various roles and scenarios to capture real‑life experiences.

Key visual strategies for Singapore

• Capture real culture: Show 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, culture and diversity.

Sources
[1] CNA‑Institute of Policy Studies
[2]  World Economic Forum  
[3]  AWARE, The Borgen Project
[4]  Statista
[5]  Statista