Veterinary Hospital and Clinic Websites: Do They Reflect the Racial Demographics of Their Geographical Region?

Abstract

Approximately 60% of the U.S. population own at least one pet, and many pet owners turn to the internet, including veterinary clinic websites, for pet health information. The pictures on these websites, and how accurately they reflect the racial diversity of their communities, have not been studied. This study assessed the perceived skin color of people depicted on veterinary websites to determine how well they represent their geographical area. Each photograph was rated, using the Fitzpatrick skin ratings, on a scale from 1 to 6, with 1 to 3 reflecting ‘White’ and 4 to 6 reflecting ‘Person of Color.’ The number of pictures categorized as ‘White’ was 638 (85.8%) and those categorized as ‘Person of Color’ was 106 (14.2%). For client/pet owner pictures, a total of 121 (80.2%) were categorized as ‘White’ and 30 (19.9%) were categorized as ‘Person of Color.’ The findings from this study reveal a glaring lack of racial diversity and representation among the images of people displayed on the websites of veterinary clinics that provide care within predominantly Black U.S. communities. One step that veterinary clinics could take to rectify this issue would be to partner with members of their communities to gather guidance on how to transform their social media presence to reflect their clients’ identities and needs more accurately.