Atlanta, millennial mom Neosha Gardner is looking to address a major issue in the world of stock photography. A distinct lack of pictures of people of color. Gardner established CreateHER Stock in 2015. Particularly after becoming progressively more fed up with the inability to find images of people of color. Especially those weren’t stereotypical, cliché, outdated or unstylish. With this in mind, Gardner seeks to bring diversity to stock photography with her own stock photo company called CreateHER Stock.
In her attempt to bring diversity to stock photography, Gardner targets African-Americans and Latinos. Who represents a very small portion of those employed in advertising and communications. 4.1% of those employed in that field are black and 12.3% are Hispanic or Latino.
Gardner elaborates on the platform:
White people are the majority in America, but black and Hispanic people are large minority groups, and representing them in advertising is key. African American and Latina women have a combined spending power that will reach 3 billion. Niche and mainstream publications stand to benefit a great deal from Gardner’s brand and Gardner herself stands to gain much by filling in the gap left by mainstream stock photography.
CreateHER Stock has seen annual profitable growth since its’ inception, from 12%-23% in the span of three years. Getty Images, a worldwide distributor of stock photography, has an annual income of 800 million dollars. If Gardner grasps even a fraction of that market her financial gains will be substantial. Those who subscribe to CreateHER Stock can gain access to hundreds of free photos and thousands with a premium subscription.
“We want to ensure we make the moves to provide a space where women- whether they identify as such or not- can find images worth using. For our core demographic, we want them to continue to feel as though if they can’t go anywhere else, they can come to CreateHER Stock. We will have the assets both they and their audience are looking for.”