Marketing departments are promoting diversity in their campaigns to ‘prevent perceived discrimination’, a survey of 500 companies has revealed.
A third of advertisers said they had used fewer white models and straight couples in the last year.
Ikea used a picture of a gay couple to promote their ‘all homes are created equal’ campaign
Adverts that have featured gay couples include Ikea’s ‘all homes are created equal’ that showed two men cuddled up together.
Lloyds ran a ‘he said yes’ campaign and Tiffany, the jeweller, also launched an advert featuring a same-sex marriage proposal.
Dove, which is owned by the Anglo-Dutch giant Unilever, recently featured 32 women ranging in age from 11 to 71 from more than 15 countries, including Iran, Indonesia, Germany and Brazil for its ‘real beauty’ campaign.
The study by Shutterstock and reported by The Times found half of marketing departments had increased their use of racially diverse pictures over the past year and third increased their use of gay couples.
The overwhelming majority that used images of gay couples or ‘non-traditional’ families said they did so even if it did not fit with their brand.
Half said they were using fewer white people because they no longer represented ‘modern society’.
The 2011 census found 87.2 per cent of the population is white, 2 per cent mixed race, 6.9 per cent Asian and 3 per cent black. Less than 1 per cent identified themselves as ‘other’.
However since then there has been significant migration to the UK. Last year net migration from outside the EU was 175,000.