ProFusion 2020: Clearly, camera brands feel no need to include women.

This is my second year of observation and comment on the ProFusion expo program, and the first time the event has run virtually. (see last years review here.)

Obviously, almost any event planned in 2020 incurred changes and challenges. It goes without saying that programming, logistics, and even audiences changed for events this year. Some events became more accessible and grew, whilst others simply could not translate into virtual experiences.

Understandably, based on a quick glance of the ProFusion virtual expo participants, a number of imaging brands backed out, or participated with minimal effort. One might read a few things into this, as there is no public transparency available or required by any of the companies involved here. One might conclude a lack of confidence by big brands that a virtual experience could provide the return on investment of the past. We can only assume SONY Canada saw their sales last year leap to new heights following their aggressive “Be Alpha” boxing ring display at the metro convention centre in 2019. The “touch and try” sales methods are paramount to SONY marketing, I have been told. Sweat sells, I guess. Clearly an “Alpha” stage on a virtual platform just couldn’t be as punch-in-the-face effective for the brand.

One might conclude the costs to participate were too high for financially struggling brands, as layoffs abound on a global scale, as camera + equipment advertising and paid promotions seem to have vanished into thin air. A strange time to reduce advertising, however this trend seems to appear across all brands in Canada.

Despite the reduction of opportunities camera brands have had this past year to get their gear physically into potential buyers hands, one might think some traditional brands might take the recession as an opportunity to splash out and try something new, something innovative, something they have not tried before. Um, nope, not really. In fact, from the perspective of an industry outsider, many brands have actually gone backwards.

In a time where community engagement is paramount, you guessed it, many camera brands in Canada seem determined to regress.

So, let’s look at the diversity/ gender equity representation numbers this year….

Out of 85 virtual presentations by corporate imaging companies, FOUR* presentations were hosted by Canadian women.

That’s 4.76%

A pretty steep decline from 2019’s whopping 11% Canadian women presenters.

THREE women presented for Nikon, (Robin Laurenson, Victoria Haack, and Michelle Valberg)

 +

.5 + .5 for SONY – I’m counting them as .5 – because one woman is listed in the program as “Sony Specialist – Laura” (I guess she works for the office?), and the other is Vicki Lean, a Canadian award winning showrunner and director, since she’s more on the motion production side of things, I’m giving SONY two - ? points.)

Olympus had 2 presentations, both by a female presenter (Brooke Bartleson), and Profoto had Kellie Bieser host a presentation, both these women are American.

To be clear, I have only reviewed the information (names) posted publicly online, and I am not aware of, nor would I be able to consider a range of other identities, BIPOC, LGBTQI+, non-binary people, differently able, or any other identifying factors. I’m taking the time to review, and observe this stuff, not as a science, but as a general external observer.

Brands that showed-up to ProFusion 2020, with zero interest in professional female representation include:

• EPSON, FUJI, CANON
• NANLITE/ NANLUX, DATAVIDEO (Broadcast video production equipment), WACOM, SIGMA, TETHERTOOLS, LIGHT & MOTION

What boggles the mind is my question, WHY is this happening? In a year of Black Lives Matter, and a greater rise in public consciousness around Indigenous rights and colonial abuses, why are camera brands operating in Canada demonstrate-ably less diverse in their marketing strategies than ever?

It feels like the very tools that allow us to translate our deepest personal experiences, with the greatest impact and compassion, simply aren’t even marketed to a diverse majority, who have way more interesting things to say.

Is it because the 1% are the only ones making such purchases in this time of economic downturn? Is it that women wouldn’t be able to show up to the virtual event, as they are too busy acting as unpaid carers at the moment? Is it that women were asked to participate as presenters but couldn’t because they are acting as carers at the moment? Or is it that these big brands just didn’t notice or care.

I’ve been told very clearly that camera manufactures budgets for marketing are extremely tight at the moment, but that all decisions on marketing or advertising are strictly based on ROI. So, I’m guessing FUJI’s recent endeavor, a photo contest where 6 people will win a gift card, and have their photos featured at Toronto’s Pearson Airport, has been considered carefully from every possible angle for optimal commercial impact (during a time of global lockdowns and travel restrictions.) I guess if you can afford to travel (and the deal with the risks involved at the moment) you’ll have time to get inspired and purchase FUJI products based on a display you saw at the airport.

There is no doubt that the budget conscious, tech savvy marketers behind big camera brands work with Instagram influencers and brand ambassadors, however, there is no way to get any data on a gender equity from that type of endeavor. For example, ?????????? ????????????????????, Anishinaabe from Animakee Wa Zhing 37 First Nation is a ?????????? ????????????????????. Why she doesn’t represent at public events like ProFusion, we won’t ever know.

The “business” of photography extends to what (and who) we collectively see in media, galleries, museums, education institutions, publishing, anywhere, where images are scrutinized and “valued.” All these endeavours have very high bars for entry, but one of the first bars for entry into the field is the access to equipment. Surely, I would never suggest camera manufacturers tackle social/ economic problems collectively, but I present this information not as a rant, but optimistically, as a reflection. Hopefully, someone at a camera company might read this and make some changes. These changes, might allow new voices to be heard. These changes might also make them money.