Diverse Stock Photos Done Right

Your audience is watching—closely.

I remember flipping the pages of a science textbook many years ago, studying the procedures for run-of-the-mill lab experiments. Behind me, my daughter’s voice piped up: “Have you ever noticed that the illustrations all show only white men’s hands?” she asked. I had not. The oversight might have been too subtle for me to miss, but not for my Gen-Z daughter, who’s part of a generation that’s keenly aware of how representation, no matter what form it takes, plays out—everywhere.

The United States is becoming more ethnically and racially diverse, especially in the 18-39 age bracket. And Gen Z is not only the most diverse generation yet but also one that values diversity and inclusivity in all its forms. Indeed, a whopping 81 percent of Gen Zers and 72 percent of Millennials say that multicultural and diverse consumers have a big impact on their brand choices.

Given that a picture speaks a thousand words, marketers need to pay especially close attention to the ones they pick for their ongoing branding campaigns. Not factoring in diverse stock photos might lead to campaigns missing the boat at best or seriously damaging their reputation at worst. Eighty-eight percent of U.S. marketers believe that “using more diverse images helps a brand’s reputation,” according to Censuswide research.

How to choose diverse stock photos

If the argument for using diverse stock photography is a no-brainer, exactly how does one go about finding the best stock photography images for their brands?

For best results when using mainstream sites such as Adobe, iStock, or Shutterstock, filter the images using detailed prompts with keywords and related terms, advises Crystal Kendrick, president of marketing firm The Voice of Your Customer.

Instead of only looking for “X” demographic, search by lifestyle, location, or activity, advises Maria Lobo, founder and CEO of Planet Lobo, a brand design studio. When targeting a younger audience, for example, Lobo might use the search term “skateboarding” rather than “diverse young fit models in the city.” Such searches will surface diversity in action instead of awkwardly posed shots. “The approach helps narrow down the search to images that naturally fit the desired aesthetic,” Lobo says.

Laying some groundwork before going fishing in image repositories helps. “Doing concept and strategy work for the image collection before browsing stock libraries helps you get a clear idea of the style and content you want, allowing you to stay discerning,” Lobo says.

What to avoid when picking from the best stock photography images

Dodge the most downloaded

Niche sites might make a better fit for content creators, but mainstream ones will do in a pinch. In such a case, make sure to avoid diverse stock photos with many downloads. “The last thing I want is to design a killer ad and then see the same image used by another company,” Lobo says.

Make intersectionality intentional

Remember that diversity includes gender, race, ethnicity, neurodiversity, people with disabilities and a diversity of ideas, experiences and backgrounds. Intersectionality matters. “Many brands concentrate on a single dimension of diversity like race or gender, forgetting about intersections within identities. Ensure your visuals depict real people’s lives from various angles, considering aspects such as age, disability and socioeconomic status, among others,” says Gordon Hwa, founder of Khepri Digital, a digital marketing group.

Baggu, a manufacturer of reusable bags and accessories, for example, features inclusive images and a really diverse age range that resonates. “It’s a brand that feels like it’s for everyone, no matter where you come from or where you’re headed,” Lobo says.

Avoid tokenism

When I was pursuing graduate studies, a university photographer wanted me and the one other woman in our large engineering school to participate in a photo shoot for the bulletin. “Isn’t it amazing how it seems like the whole school is full of women?” my friend asked, tongue firmly in cheek, when we later saw the end result. Focusing on diversity is a good idea, but avoid tokenism.

Steer clear of stereotypes or cultural appropriation

“When using culture-specific images, it’s important to understand the cultural symbols and practices represented by such images and provide adequate context so as not to misrepresent them,” Hwa says.

While the list of don’ts might make you feel like you’re treading on eggshells, getting it right is about being inclusive of everyone equally and of every aspect of true diversity. And the results are memorable.

Lobo, for example, remembers the Savage X by Fenty brand from Rihanna. “It’s one of the first places I saw ‘normal’ bodies—plus-size, non-traditionally model-looking, models with mobility and accessibility differences,” she says.

When content is done well with diverse stock images or user-generated content, it sticks. And attention-grabbing, knock-your-socks-off branding can be yours for the taking.

Ask the Content Strategist: FAQs about diverse stock photos

How can brands ensure that their efforts to use diverse stock photos resonate authentically with their audience?

Brands can ensure authenticity by conducting thorough research on the cultures, communities, and identities they want to represent, involving individuals from those backgrounds in the creative process to source inclusive images. They could also hire a freelance photographer to capture their own diverse branded marketing stock photography. Brands should also prioritize storytelling and contextual relevance to avoid superficial depictions.

What are some of the specific visual cues that indicate tokenism in branding campaigns?

Tokenism often appears in the form of a single minority individual being prominently featured but without any real context or meaningful representation of their community. It also manifests when diverse stock photos seem forced or they exist only in surface-level portrayals without acknowledging deeper layers of culture or identity.

What role does user-generated content play in helping brands achieve diversity in their visuals?

User-generated content allows brands to showcase real customers from diverse backgrounds, providing an organic and authentic reflection of their audience. By encouraging their community to share their own experiences, brands can foster inclusivity in a more genuine and engaging way.

For more tips on choosing the best creative talent and approaches to your marketing strategy, subscribe to The Content Strategist.