The message is simple: creativity is human, and it’s worth protecting. Brands that care about their consumers and the world around them need to stay true to their values. If they say they care about inclusivity, diversity, or sustainability, they should show it by working with real people and local communities. - Julia, Founder of ShootShare in the Q&A with ShootShare Talks.

We’ve seen the rise of movements that prioritize showing more candid moments, inclusivity, diversity, and environmental responsibility. This shift has made consumers more critical of overly polished and constructed images—people are looking for realness, not perfection. In this context, the trend toward AI-generated models and backgrounds raises important questions about what brands truly stand for.