An iStock study found that transgender people were only represented in less than 1% of the site’s most downloaded content.
The search for trans representation increased 129% between 2021 and 2022, according to a survey carried out by iStock, with the plataforma VisualGPS Insights.
Despite the increase in searches, the study found that transgender people were only represented in less than 1% of the most downloaded content on the photo platform and that most images related to the terms “lgbt” or “trans” show scenarios with flags of pride, demonstrating a lack of cultural depth and authenticity in the way LGBTQ+ stories are being addressed.
“The most popular LGBTQ+ images show celebrations of pride, and while this was important a few years ago, brands now need to focus on making LGBTQ+ more prevalent in society. Research results in VisualGPS Insights show that there is very little content that puts the stories of the LGBTQ+ collective directly into Latin American culture,” said Federico Roales, Creative Researcher at iStock.
The survey also revealed that consumers are much more likely to see people from the trans community portrayed as victims of violence, than in a daily setting with their families or even “enjoying life”.
According to Roales, it’s important for audiences to see a wider variety of positive visual stories from people in the trans community, and brands can help fill that gap.
The analysis took into account the current context of the transgender community in Latin America and noted that while trans representation and coverage in public policy and mainstream media has never been more frequent, Latin countries have a long way to go. .
According to GLAAD’s The Visibility Project, 81% of advertisers and 41% of agencies are concerned about inauthentic representation of the LGBTQ+ community and scene, and according to VisualGPS, 68% of non-LGBTQIAP+ consumers prefer to buy from companies they represent. the community in visual content.
