Tag: Inclusion

How Pinterest is Advocating for Underrepresented Communities and Cultural Sensitivity

Earlier this year, in a push to create a more diverse community and deliver unique and hyper-refined results for every person, Pinterest upgraded its skin tone feature launched initially in 2018 and opened it to more regions including the UK, Canada, Australia, and New Zealand. The move was fueled by earlier research that found over half (60%) of the top 100 search terms for skin-related searches on the platform also included a tone.

Today, Pinterest is furthering its commitment to underrepresented users and demonstrating that it understands its users can’t feel inspired if they don’t feel represented. Here’s a breakdown of what the platform has in the works.

A new self-identification tool

Following its recent introduction of Story Pins and curated spaces, Pinterest is committed to ensuring that 50 percent of the managed creators it works with come from underrepresented groups.

“As we continue to build a platform for everyone, it’s important that the ideas Pinners discover and take action on are inclusive of our global community…We’re continuing to make progress on our commitments to support meaningful change—whether it’s increasing the discoverability of diverse ideas to reflect our hundreds of millions of Pinners, using our marketing channels to help drive change or our amplifying creators from all backgrounds and experiences.” the platform shared in the official announcement.

Pinterest further explained that its aim is to have those who self-identify via its upcoming tool see their content in key areas across the platform including the Today tab, Shopping Spotlights and the Pinterest Shop. This will all be centrally managed by retailers, creators, and advertisers through the Community Information tab in the settings menu — but the catch is these must be registered business profiles.

“Make the World See All Beauty” Campaign

As part of this event and in partnership with advertising agency 72andSunny, Pinterest also kicked off its newest campaign “Make the World See All Beauty,” including a social film and V Magazine cover wrap which shines a light on 10 creators pushing the boundaries and driving the conversations surrounding diversity and inclusion. The film highlights some of their personally captured content with the goal of displaying a more representative future — one where the beauty world sees all variations of beauty.

The campaign will go live on Pinterest creator social channels and YouTube in addition to exclusive content in Story Pins. Participating creators include Nyma Tang, Kiitan Akinniranye, Tennille Murphy, Kiitan Akinniranye, and Nam Vo.

Differentiating between appropriation and appreciation

In an effort to use an atypical Halloween and holiday season to drive awareness about cultural sensitivity — Pinterest earlier this month announced that it would implement informational prompts into key searches as people planned their unique celebrations at home.

“Many people may not know that certain costumes are appropriations of other cultures. As a platform for positivity, we want to make it easy to find culturally-appropriate Halloween ideas, and bring awareness to the fact that costumes should not be opportunities to turn a person’s identity into a stereotyped image,” the platform explained.

To help brands and Pinners give additional consideration to the campaign tie-ins and decisions around these celebrations, searches — like for “Day of the Dead costumes” — will now show a Pin at the top of results with information curated by Pinterest employee group PIndigenous and experts such as Dr. Adrienne Keene on how to celebrate thoughtfully and respectfully. Additionally, the platform will limit recommendations for costumes that appropriate cultures.

Whether in the context of Halloween or otherwise, these conversations are integral to advancing as a society and an industry. The Black Lives Matter movement has fundamentally altered the advertising industry and accelerated the need for brands to tackle tough questions head-on including how they define terms including “diversity” and “inclusion” within their own organization but also how that is manifested in their messaging to consumers. With this, they also have an important role to play in understanding the difference between performative action and a real, long-term strategy and commitment to DE&I.

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3 Stock Photo Collections Aiming to Widen Our View of the World

Stock photos are the go-to method to highlight the world as we see it. And these pictures should reflect the world around us. But for underrepresented or marginalized individuals, the reflection hasn’t historically been so accurate.

Why does this matter? As Broadly states in their usage guidelines for their stock collection,

Stock photos that accompany articles do more than illustrate subject matter. They have the power to shape perceptions of entire communities. When used critically, they can chip away at harmful stereotypes, pushing more accurate perceptions and understandings to the fore. This is why, over the last several years, initiatives have emerged to increase diversity in stock photos across race, gender, body size, ability and more.

In recent years, efforts to diversify the libraries of stock photos have moved slowly- but this trio of initiatives has hastened the process. As you put together your next slide deck, campaign, or blog post, consider pulling your default images from one of these sites.

Broadly’s The Gender Spectrum

Photo via Broadly’s The Gender Spectrum

If you’re searching through libraries of stock images in search of “man” doing something, or “woman” with anything, you’d be hard pressed to find yourself at a loss. But for trans* and nonbinary individuals, it’s far easier to feel overlooked or even invisible. Broadly’s The Gender Spectrum believes that should change.

Curated by Vice’s Broadly, the collection “aims to help media better represent members of these communities as people not necessarily defined by their gender identities—people with careers, relationships, talents, passions, and home lives.” The collection is vibrant, diverse and, as they say in their guidelines, “go beyond the clichés of putting on makeup and holding trans flags.”

The Jopwell Collection

Photo via The Jopwell Collection

Founded in 2015 by Porter Braswell and Ryan Williams, Jopwell is a platform dedicated to improving the employment prospects of historically underrepresented candidates. Fast Company cited them as one of the most innovative enterprise companies of 2017, and Entrepreneur included them on their list of the top 100 brilliant ideas of 2017.

In their commitment to changing the face of the workplace, Jopwell decided to create stock photo collections that offered a guide at what these diverse workplaces could look like. After debuting their initial collection, they later expanded their offerings with their “intern edition” and their “events edition,” in all cases providing a regrettably uncommon look inside a diverse workplace- by turning the camera toward their own employees, interns, and supporters.

Getty’s Project #ShowUs

Photo via Getty’s Project #ShowUs

Getty has long been a go-to source for gorgeous and easily usable images. And yet, there are images that even they are willing to concede have been overlooked in their years of collecting and curating photos. Their latest project, a collaboration with Dove and Girlgaze, is filling that gap- to the tune of over 5000 photos “devoted to shattering beauty stereotypes by showing female-identifying and non-binary individuals as they are, not as others believe they should be.”

In addition to being hugely representative of the many ways women and nonbinary individuals show up in the world, the project prides itself on its composition behind the camera as well. The photos were taken by 116 women from 39 countries, feature no airbrushing or digital distortion and, according to Dove, depict “self-defined beauty, with every woman deciding how she wants to be seen.”

To return to Broadly’s statement on the changing landscape of stock photography, images like these have wider use than many brands or companies might initially expect. They say it about trans* and nonbinary individuals, but it really is true of any population who doesn’t show up in stock photography often: “[these images] can be used to illustrate any topic, not just stories related directly to those communities. Consider accessing these photos for stories on topics like beauty, work, education, relationships, or wellness.” Doing so can change the way readers, viewers, clients, and followers look at the world.

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