HP released the results of a new study examining current perceptions of what it means to be an “All-American family.” HP asked 2,000 respondents to measure the presence of bias between different types of families and whether they identify as “All-American.” The study is part of HP’s Reinvent Mindsets campaign focused on reducing unconscious bias. The program celebrates the portrait of what is emerging as the new American family – one that transcends gender, race, sexual orientation and country of origin.
The study was reflective of HP’s new film, Family Portraits, about a social experiment involving 13 diverse families representative of modern America. In the film, six additional participants were asked to choose from the group who they thought comprised an All-American family portrait. None of the six successfully paired the actual families in the room.
The film captures the social experiment and reactions when the real family groupings are revealed, breaking stereotypes and highlighting a range of biases. Each family then shares what being All-American means to them and poses for portraits to memorialize and celebrate the moment.
“Family Portraits highlights the beauty and range in today’s ‘All-American’ family,” said Carlos Ricardo, HP’s Head of Print Marketing, Americas. “These families are a portrait of our customers and we learned that they all treasured both the experience and the printed photos.”
HP originally introduced its Reinvent Mindsets campaign with a series of films to fight unconscious bias in hiring. Films have included Let’s Get in Touch, Dads and Daughters, Proud Portraits, and #LatinoJobs. Each film identified a unique insight of key hiring communities – African American, women, LGBTQ and Latino – to position HP as an employer of choice and as a company who makes hiring decisions based only on talent. Family Portraits has a broader message about the changing face of American families.