The OurWhisky Foundation's Free Photos Update Outdated Stereotypes
Laura McQuarrie — April 19, 2023 — Lifestyle
References: ourwhiskyfoundation.org & thespiritsbusiness
Whisky is not exclusive to a certain gender, age or social status, and The OurWhisky Foundation partnered with 11 of the world's leading whisky producers to create a free stock image library to "improve the diversity of whisky drinkers portrayed in the media." These images have been made freely available to the media, and they're being shared on sites like Pexels, Unsplash and Pixabay to change the way whisky drinkers are visually represented.
Whisky is often associated with sophistication, luxury and masculinity, and this perception can influence the types of consumers who are drawn to it, typically those who value high-quality and exclusive experiences. Historically, whisky has been a drink favored by older, affluent men, but times are changing with younger generations and women boosting the popularity of the carefully crafted spirit.
Whisky is often associated with sophistication, luxury and masculinity, and this perception can influence the types of consumers who are drawn to it, typically those who value high-quality and exclusive experiences. Historically, whisky has been a drink favored by older, affluent men, but times are changing with younger generations and women boosting the popularity of the carefully crafted spirit.
Trend Themes
1. Inclusive Stock Photos - Companies are developing free stock photo libraries with updated and diverse images to improve representation in the media, opening opportunities for businesses to create more inclusive and diverse branding strategies.
2. Breaking Stereotypes - Breaking traditional gender, age or class stereotypes through whisky marketing and advertising can help attract more diverse customers and expand market reach, creating opportunities for innovative branding and messaging.
3. Diversifying Whisky Marketing - More diverse and inclusive marketing strategies, such as the use of inclusive stock photos or targeting underrepresented groups, can help whisky companies expand their customer base and increase sales revenue through innovative and thoughtful branding approaches.
Industry Implications
1. Marketing and Advertising - The development and use of inclusive stock photo libraries can revolutionize traditional marketing and advertising practices, allowing businesses to create more diverse and inclusive campaigns and reach a wider range of customers.
2. Alcohol Production - Whisky producers have an opportunity to diversify their customer base and increase revenue by adopting more inclusive marketing strategies and branding approaches that challenge traditional stereotypes and appeal to underrepresented groups.
3. Media and Entertainment - As more companies adopt inclusive stock photo libraries in their branding and advertising, media and entertainment industries have an opportunity to leverage and promote these changes to challenge traditional gender roles and foster a more inclusive and diverse society.
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