{"id":737,"date":"2021-05-06T08:00:21","date_gmt":"2021-05-06T12:00:21","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/05\/06\/self-check-your-visual-choices-to-make-sure-youre-not-overly-reliant-on-gender-stereotypes\/"},"modified":"2021-05-06T08:00:21","modified_gmt":"2021-05-06T12:00:21","slug":"self-check-your-visual-choices-to-make-sure-youre-not-overly-reliant-on-gender-stereotypes","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/self-check-your-visual-choices-to-make-sure-youre-not-overly-reliant-on-gender-stereotypes\/737\/","title":{"rendered":"Self-Check Your Visual Choices To Make Sure You\u2019re Not Overly Reliant On Gender Stereotypes"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376260 = window.plc376260 || 0;\n            document.write('<' + 'div id=\"placement_376260_' + plc376260+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376260, [300,250], 'placement_376260_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376260++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><strong><em>By Claudia Marks, Senior Art Director, iStock<\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Mother\u2019s Day is nearly here and Father\u2019s Day will soon follow, which means it\u2019s the perfect time to remind businesses of all sizes that relying on old-fashioned (dare I say, harmful) gender stereotypes is far from the right approach when it comes to breaking through and grasping customer attention. We get it, pandemic life has impacted everything and made remote work and virtual school the norm, and you\u2019re trying to show you\u2019re listening by updating your imagery choices\u2014but moms aren\u2019t the only ones helping out with the kids and school while balancing their own workload. Dads, grandparents and siblings have all taken charge\u2026 so show that.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Data from iStock shows that over the last year, customers in the U.S. downloaded visuals showing mothers or women home-schooling children 2.5 times more than visuals of fathers or men doing the same. Among the top 10 sellers are images of moms, children of various ages and a female teacher star\u2014<a href=\"https:\/\/www.gettyimages.com\/detail\/photo\/father-works-on-laptop-as-mother-helps-son-with-royalty-free-image\/1154944719\">and a lone dad who\u2019s working on his laptop while a mom provides schooling support<\/a>.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Gender stereotypes become problematic when you rely on them to push your narrative forward, simultaneously reinforcing them and giving them credence. Hint: When you do that, you make the very people you\u2019re trying to court feel \u201cunseen.\u201d<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n\n<p class=\"wp-block-paragraph\">Data gathered for <a href=\"http:\/\/www.visualgps.com\">Visual GPS<\/a>, an in-house iStock research initiative, confirms the impact of misrepresentation in visual communications on people. In fact, 46% of U.S. women surveyed said they have been personally affected by gender bias. The data also shows the impacts of misrepresentation, with only 11% of women and 14% of men in the U.S. reporting they feel well represented in advertising\u2014in other words, that they feel \u201cseen.\u201d Furthermore, only 12% of women and 13% of men consider themselves well represented in communications from the very companies they do business with\u2014makes you wonder when their feelings of being \u201cunseen\u201d will sway them elsewhere.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Child-rearing and caregiving aren\u2019t exclusively \u201cwomen\u2019s work.\u201d Instead, businesses must endeavor to support gender equality across the board\u2014whether that\u2019s in the workplace, the home, or the board room.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Here are a series of tips and questions you can keep on hand to check your visuals moving forward and make sure you\u2019re choosing visuals that demonstrate the value you and your business place on inclusivity and authenticity, especially as it pertains to gender:<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Proactively counteract gender stereotypes<\/strong>\u2014Take proactive steps to debunk gender stereotypes, and choose visuals that represent the varied realities of people everywhere. You should consider whether the roles depicted in the imagery you choose are equally attributable to women and men. Ask yourself: <em>Are you authentically representing the many different people who take on the role of caregiver? Is there an equal division of perceived \u201cpower\u201d in the imagery you\u2019re choosing?<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Draw inspiration from real-life<\/strong>\u2014Show real people, living full lives to forge greater connections with your audience. Ask yourself: <em>Are you using stereotypes to represent women of nonwhite ethnicities? Are you showing women over 50 (and up to 100!) as active and fulfilled? Are you including women with larger bodies, shorter bodies, or women with physical disabilities?<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Authentically represent all families<\/strong>\u2014When visualizing families, make sure that you are inclusive of the full spectrum of what families look like today, intentionally representing people across ethnicities, ages, gender identities, sexual orientation, and more. Ask yourself: <em>Are you representing modern notions of intersectionality? Are you inclusive of LGBTQ+ families and those with parents across age groups? Have you considered including family members with disabilities? Are you selecting imagery that represents a range of cultures and settings?<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">*<b>Photo by Dainis Graveris on <a href=\"https:\/\/sexualalpha.com\/\">SexualAlpha<\/a><\/b><\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376261 = window.plc376261 || 0;\n 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work?<\/p>\n","protected":false},"author":7,"featured_media":738,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-737","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Self-Check Your Visual Choices To Make Sure You\u2019re Not Overly Reliant On Gender Stereotypes | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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