Visual trends for 2018 reveal a new found optimism based on Getty Images' research from one billion customer searches.
A key trend 'Masculinity Undone' - the common one-dimensional notion of masculinity is irrelevant, in 2018 men will continue to be liberated. Searches for 'man meditation' is up 126%.
Searches for 'diversity and inclusion' are up an impressive 917% with brands recognising the need for better visual representation of diverse communities.
While past years have rightly been spent addressing the portrayal of women in advertising and the media, there is a growing awareness that stereotypes for representing men are also extremely outdated. In the UK, the Advertising Standards Authority recently acknowledged this issue, announcing a new rule which bans gender stereotyping in an effort to help tackle “harmful and outdated practices”. Demographics and cultural changes are making the common one-dimensional notions of masculinity irrelevant and, in 2018, men will continue to be liberated from long-established visual stereotypes as we see more imagery embracing male emotion, vulnerability and complexity. Getty Images’ data shows an increase of 53% in customer searches for ‘gay dads’, ‘Man meditation’ is up 126% and customer searches for ‘Single Father’ have increased by 60%.