Finding Brasilidade: Curadoria Brasil

Collections / Our Collections
Igor Alecsander
Tristen Norman
Aug 17, 2022
Getty Images has launched Curadoria Brasil, the first Brazilian‑led and curated gallery of over 1,500 assets showcasing the best, most inclusive Brazilian content, created exclusively by local Brazilian contributors.
Brazil holds the title of being the largest and most populous country in Latin America, rich in diversity, rich in culture, and rich in spirit. Though in some ways Brazil shares a similar history to many countries in the Americas: a legacy of enslavement, colonialism, and the ebbs and flows of modern immigration, it retains its own demographic uniqueness. It was the last country in the western hemisphere to abolish slavery,1 it has the largest African diaspora population outside of Africa,2 the largest known concentration of Indigenous peoples in isolation,3 and has an enduring contemporary blending of its Indigenous, African, Portuguese heritage. What also makes Brazil special is the powerful force of its progressive sociocultural movements. From protests against racism, to indigenous land rights, to the #EleNão movement, Brazilians are unafraid of raising their voices collectively to create change. In fact, according to Getty Images VisualGPS, 94% of Brazilians believe everyone should work toward social justice and 71% are willing to actively contest discrimination.

Despite these realities, the Brazilian advertising and marketing industry – one of the largest markets in the world, by the way – still struggles with diversity and inclusion in the visuals they choose or create and the stories they tell. More than 90% of Brazilians believe it’s important that companies they buy from celebrate “diversity of all kinds,” yet only 22% feel represented for “who they are” by advertisers. Brazilians even report seeing three times as much diversity on social media than they do in brand communications.
More than 90% of Brazilians believe it’s important that companies they buy from celebrate “diversity of all kinds,” yet only 22% feel represented for “who they are” by advertisers.
When you look at specific communities, the inclusion gap becomes even more evident. For example, we find in visual analysis courtesy of VisualGPS and our Diversity, Equity and Inclusion Imagery Toolkits:
  • Though parda, preta, indigenous and other pessoas não brancas make up nearly 56% of the Brazilian population, they represent only 39% of images selected by Brazilian brands and advertisers
  • Women are 31% more likely to be depicted in visuals selected by brands and advertisers, yet are less likely than men to be shown in business settings
  • An estimated 15% of Brazilians identify as LGBTQ+, but are only represented in 1% of the visuals chosen by brands and advertisers
Though this is just a snippet of the underrepresentation or misrepresentation happening in Brazilian media, it paints a clear picture that change is needed.
Joining Us in Change
At Getty Images, we believe in the power of imagery to move the world. Visuals are as critical to breaking stereotypes as they are in upholding them. Brazilian consumers aren’t interested in an aspirational ideal. Today, all they desire is to consistently see real people, from all backgrounds, lifestyles, and cultures, in all forms of media. In fact, this is the primary way that people know a brand is committed to this change demanded by its audience. It’s with this in mind that we created Curadoria Brasil, highlighting inclusive Brazilian content created for Brazilian brands by Brazilian contributors. We’ve looked not just at what reflects Brasilidade in general, but the different ways this may show up in different dimensions of identity from race or ethnicity to age, to gender, to body type to religion to sexual orientation and social class. The time to make change is now – will you join us?
2 World Atlas
Business Inclusion:  Female Focus Collection