Shutterstock, Inc. [NYSE: SSTK] has finally shared the outcomes of the historic study “DE&I in Marketing: A Global Report by Shutterstock.” The DE&I in Marketing study covers the events of the last year and a half, and how these historic moments have influenced the businesses, and how diversity is regarded and highlighted in brand content decisions.
The study was carried out Censuswide among 2,723 marketers in the UK, USA, Germany, Italy, Spain, France, Brazil, Australia, and South Korea between 13th April and 27th April 2021. Censuswide adheres and hires members of the Market Research Society in order to work, according to the ESOMAR principles.
The study discovered that increase in awareness surrounding the Black Lives Matter and Stop Asian Hate movements last year push brands to introduce and develop existing anti-racism vows all around the globe. The study found that nearly two-thirds of global marketers (63%) state these movements drastically affected content decisions over the last 12 months.
The study also discovered the impact of lockdowns on marketing content creation. According to a study, 7% of global marketers say their ability to explore varied content has been drastically affected due to travel restrictions. A quarter of marketers (25%) disclosed they have been unable to pinpoint content for individual markets. This has forced more than one in six (17%) global marketers to breach lockdown restrictions to continue to create distinct content.
Furthermore, the study also found that global brands are more centered on introducing their own ideology through their marketing decisions rather than demonstrating the political landscape. Just under half (41%) of global respondents disclosed that they focus their efforts more specifically on their own company ideology, compared to just 32% who look to replicate the political landscape.
Another important of the study disclosed that content that starred females in campaigns has seen the biggest growth all around the globe over the last 12 months (28%), with the second most popular content increase showcasing racially diverse models (26%).