Context

Rising demand for authentic visuals

Native and Indigenous people represent thriving, multifaceted, and intersectional communities. As consumers seek more diverse visuals everywhere, and 78% of Americans say they want to learn more about Native people and stories, brands are looking to include accurate contemporary depictions of Native and Indigenous peoples, driving demand for more modern stock imagery.

Context

Facts about Indigenous communities

• In the U.S. there are 574 federally-recognized tribes with unique cultures, languages, and practices — and there are many Indigenous communities that are unrecognized.
• In the 2020 Census, 9.7 million people identified as Native or Indigenous, representing an 85% increase.
• 95% of images that appear in internet searches of “Native American” are antiquated photos, not contemporary, portrayals.

Themes and Topics

Tribe-specific and region-specific

Native people are not monolithic, and the current content gaps in specific stock imagery are vast.

• Consider representing specific tribes, like the Diné (Navajo), Cherokee, or Choctaw.
• Provide region-specific and accurate environments, details, locations, keywords.

Themes and Topics

Culturally-aware and future-forward

There’s a strong need for visuals that incorporate Indigenous values and traditions into all aspects of modern life.

• Blend traditional and contemporary cultural and lifestyle elements
• Show engagement with technology, including blogging, mobile devices, social media, video calls, TikTok-style dances, and tutorials
• Everyday Indigenous and Native people from all regions across North America, using technology for communication and collaboration, in their daily lives

Themes and Topics

Indigenous joy

Indigenous people should be represented as contemporary instead of only as historic characters in the U.S. Represent Native people in multi-dimensional, realistic photos, videos, and illustrations, expressing personality, a full range of emotions, sharing moments of joy and success.

Indigenous youth by Josué Rivas

Themes and Topics

Portraits and social life

Authentic portraits and images that depict domestic, social, and intimate life are sought after in every major industry. Include Indigenous models in scenes with family members; as couples, friends, multiple generations, skin tones, gender identities and expressions, and varying levels of participation in traditional and tribally-specific dress, conduct, activities, and more. Also consider reflecting a range of backgrounds and socioeconomic statuses.

Brief: people and personalities

Themes and topics

Activism and mutual aid

Powerful depictions of solidarity are often synonymous with modern Indigenous movements. Consider how to depict these scenes in ways that are modern, specific, and accurate, always directly working with the communities you seek to portray as much as possible.

• Scenes of volunteerism, mutual aid, nurturing and helping, and protecting sacred land
• Depictions of attitudes, decisions, and actions that impact the environment, from conservation efforts to pollution of land, water, and air; and environmental changes resulting from human impact

Themes and topics

Celebrations, traditions, and milestones

• Everyday people, families, friends, local communities, spiritual leaders, and devout as well as casual practitioners
• Imagery that explores sacred ways, sacred places, and spirituality in contemporary life with the consent of the specific community
• Objects and traditional dress used for cultural, sacred, spiritual, or religious practices, celebrations, and observances should only be documented with the consent of the community and only by Native or Indigenous photographers who understand and respect cultural protocols
• Modern, accurate depictions of seasonal celebrations, holidays
• Coming-of-age parties, weddings, births and birthdays, community events

Themes and topics

Work and industry

There are significant opportunities for stock featuring Indigenous people in a wide range of leadership positions and work imagery.

• Collaborative and independent work scenarios on-site and off-site
• Indigenous people in medical/healthcare settings both as practitioners and patients
• Portraits of people during a typical day in the workforce, working from home and other nontraditional workspaces, and balancing their work and personal lives
• Agricultural workers, engineers, electricians, farmers, mechanics, plant operators and managers, sales reps, investors, technicians, and blue-collar workers like truck drivers and welders