The Millennial generation is now the largest in population size and contributing to about 1/4 of the total consumer market. They want authenticity, value-driven brands, and social media engagement. In fact they are big (huge) on platforms such as Instagram.  But they hate traditional stock photos. See below.

https://www.forbes.com/sites/jefffromm/2025/03/12/marketing-to-millennials-and-the-six-common-traits-across-the-segment/

Yes, there are still many areas of traditional stock imagery that do well, but I don't see any direct marketing to the Millennials (or younger generations) on social by agencies like AS and SS. Their posts still look like stock-y stock photos. Also see below.

So, do stock photos need a new face, and of course, its not just the agencies, but contributors as well? Or at least, a significant part of it.

Traditional stock on Instagram

The agencies have very modern trendy content. If they are not using that for marketing is that perhaps because the buyers prefer the traditional stock images?

At least I would assume that their marketing is built on what customers actually like to buy.

Also maybe not all young people are edgy, might be a smaller group that is just very loud.

Quote from: AM24 on September 08, 2025, 09:27
The Millennial generation is now the largest in population size and contributing to about 1/4 of the total consumer market. ......

some context - they are 22% of th e population, so 25% of consumer market doesnt mean they have outsized influence

and like any generation they are not monolithic - probably more similarity in parents vs non-parents across generations

I think there's a niche in the market for a standalone all-in-one search tool (with a new brand) that links buyers directly to platforms where creators sell stock directly, such as a shopify store, ETSY, gumroad etc. Because most creators suck or just don't have the time to market and drive traffic to their store.

It could be branded as an ethical way to purchase unique stock by giving most of the profit to the creator.

Quote from: cobalt on September 08, 2025, 10:03
The agencies have very modern trendy content. If they are not using that for marketing is that perhaps because the buyers prefer the traditional stock images?

At least I would assume that their marketing is built on what customers actually like to buy.

Also maybe not all young people are edgy, might be a smaller group that is just very loud.

Hopefully that is true.

Maybe that's why Depositphotos is doing a rebrand.  I assume everyone else received the same e-mail.

"Big news! This fall, DepositPhotos is getting a refreshed brand name and a new logo—we're now DepositPhotos by VistaPrint. This updated identity reflects our journey in a global creative network and our role in helping you bring ideas to life with greater strength and support.

Everything you love and rely on stays here—our 300M+ stock content library, flexible plans, clear licensing, and powerful AI tools. We're evolving to unlock new opportunities for your creative future."

I think it is also mostly a marketing attempt by new agencies to attract fresh buyers.

I mean, how else would they market themselves? Come to us, we have the same content like every one else, just a lot less??

So this whole "we have no stock stock" is usually just a branding schtick that tells you they have little content.

I wrote a whole lot earlier but decided to retract it after reading some of the above comments, and didn't have time to amend it. I do believe however that there are younger generations coming through that think - as one of the instagram posts says, "stock that doesn't make you cringe'.  There's a lot that do think that. And the big agencies might tailor their marketing on platforms frequented by those younger potential buyers to a younger aesthetic to be more effective.

The reason I started this thread was because I saw those posts coming up on my instagram home thread, all at the same time, and it made me smile. All the trendy stuff, with comments like 'make you cringe', followed by an adobe post, which would definitely make them cringe.

I think it depends a lot on age group and aesthetic. Stocksy definitely appeals to the 'stock that doesn't make you cringe' set - and they have been very successful.

I accidently deleted one of those posts - so here it is again. They do make me laugh, though.

Oh, and the other thing I wanted to say is: if agencies are bringing in unlimited downloads, then the millennials are definitely the target market. So, Adobe, Shutterstock, etc - how about changing your aesthetic where they frequent to match - in order to sell more, as you said you would?

.

Ok, so the one above may not be to everyone's taste - but here's another in a similar aesthetic - from the House of Dior. Seen today on Instagram.

But I understand. When I first saw this aesthetic, which I personally call "millennial grunge" coming through into food photography, I cringed too. But now I am adapting that into my work as well, as this is my target market as well. Adapting that is, not completely surrendering to it.

I think the only point I want to make is that agencies' promotions and advertising should match that particular age group and platform they are on.

Quote from: AM24 on September 10, 2025, 21:52
I wrote a whole lot earlier but decided to retract it after reading some of the above comments, and didn't have time to amend it. I do believe however that there are younger generations coming through that think - as one of the instagram posts says, "stock that doesn't make you cringe'.  There's a lot that do think that. And the big agencies might tailor their marketing on platforms frequented by those younger potential buyers to a younger aesthetic to be more effective. ..

not sure what you consider 'young', but millennials are 45+ years old! hardly a youth movement - some already have grandkids in generation alpha! and again, their buying is proportional to their population (as each  generation is shrinking, bolstered only my immigration!)

--- young boomer

Quote from: cascoly on September 13, 2025, 03:51


not sure what you consider 'young', but millennials are 45+ years old! hardly a youth movement - some already have grandkids in generation alpha! and again, their buying is proportional to their population (as each  generation is shrinking, bolstered only my immigration!)

--- young boomer

just interested to know, Steve? So you think agencies don't need a rebrand? The agencies are doing the right thing? It doesn't matter what they post to Instagram or social media platforms? That it doesn't matter? Who cares? (lol)

Cheers, 

Quote from: cascoly on September 13, 2025, 03:51

Quote from: AM24 on September 10, 2025, 21:52
I wrote a whole lot earlier but decided to retract it after reading some of the above comments, and didn't have time to amend it. I do believe however that there are younger generations coming through that think - as one of the instagram posts says, "stock that doesn't make you cringe'.  There's a lot that do think that. And the big agencies might tailor their marketing on platforms frequented by those younger potential buyers to a younger aesthetic to be more effective. ..

not sure what you consider 'young', but millennials are 45+ years old! hardly a youth movement - some already have grandkids in generation alpha! and again, their buying is proportional to their population (as each  generation is shrinking, bolstered only my immigration!)

--- young boomer

Millennials are under 45, not 45+ (these are gen X). But I agree that they are not monolithic. I see lots of differences between people living in the capital city (or any big city) and those living in a rural area.

And for AM24 - the most popular store in France is not Dior, but Action no matter how cringy their IG posts are. Personally I like photos on Stocksy, but do they really sell? When I read online articles, I mostly see photos from SS/IS/AS.

https://www.instagram.com/action.france/

Quote from: Yola on September 13, 2025, 15:12
...

Millennials are under 45, not 45+ (these are gen X). 

sorry a boomer brainfart - i was thinking of the beginning of millennials in 1980 not full range

Quote from: AM24 on September 13, 2025, 10:12

Quote from: cascoly on September 13, 2025, 03:51


not sure what you consider 'young', but millennials [ mistake removed ] their buying is proportional to their population (as each  generation is shrinking, bolstered only by immigration!)

--- young boomer

just interested to know, Steve? So you think agencies don't need a rebrand? The agencies are doing the right thing? It doesn't matter what they post to Instagram or social media platforms? That it doesn't matter? Who cares? (lol)

Cheers,

i was only responding to the idea that one gen dominates sales; but gen X -> Z just have influence proportionate to their size.

December 17, 2018 – While millennials have dominated headlines in recent years, baby boomers (those born between 1946 and 1964) have continued to dominate consumer spending in the U.S. In fact, consumers over 50 now account for more than half of all U.S. spending. They are also responsible for more spending growth over the past decade than any other generation, including the coveted millennials.

As a group, this over-50 crowd should continue to be a major force in U.S. consumer spending, especially as those over 60 years old drive growth over the next five to 10 years, according to Visa Business and Economic Insights.
https://usa.visa.com/partner-with-us/visa-consulting-analytics/baby-boomers-still-outspend-millennials.html

of course that's overall spending not stock purchases

---------------------------

as far as the agencies, i agree artists would benefit from major chang es but i dont see agencies making such changes

Quote from: cobalt on September 10, 2025, 10:06
I think it is also mostly a marketing attempt by new agencies to attract fresh buyers.

I mean, how else would they market themselves? Come to us, we have the same content like every one else, just a lot less??

So this whole "we have no stock stock" is usually just a branding schtick that tells you they have little content.

Has  VistaPrint taken over depositphotos?

Quote from: TonyD on September 15, 2025, 16:53

Quote from: cobalt on September 10, 2025, 10:06
I think it is also mostly a marketing attempt by new agencies to attract fresh buyers.

I mean, how else would they market themselves? Come to us, we have the same content like every one else, just a lot less??

So this whole "we have no stock stock" is usually just a branding schtick that tells you they have little content.

Has  VistaPrint taken over depositphotos?

Yes Tony - several years ago. Here's a thread about it: https://www.microstockgroup.com/depositphotos/vistaprint-and-depositphotos-changes/

I'm suprised Dreamstime hasn't been taken over because there was more than a 6 month gap between sales for me on there Depositphoto sales are much better espesially now