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COMPANIES
& Visual GPS looks at the key forces influencing relationships with customers and engage with them on
CAMPAIGNS
consumer decision making, both globally and in South the key issues they care about – which is now more
East Asia, delivering unrivalled insight into what people important than ever during these unprecedented times,”
care about to help brands better connect with their said Kate Rourke, Getty Images Head of Creative
audience through resonant visuals. Insights, APAC. “Our research shows that sustainability
is a universal concern across generations, gender, and
Built on 25 years of experience, this first-of-its-kind countries – the opportunity for companies and brands
global research effort leverages Getty Images’ to help consumers bridge the gap between their
proprietary sales and search data - from over one attitudes and actions is essential when speaking to
billion searches annually - as well as visual analysis these issues in authentic visual terms and impacting
from its Creative Insights team, comprised of artists, the potential for positive change.”
curators, archivists and art directors, along with a wide-
ranging consumer survey which was completed in Visual GPS identifies the key “Forces” which drive
conjunction with global market research firm YouGov. consumer engagement and purchasing behavior:
Technology, Sustainability, Realness and Wellness.
“We live in an increasingly visual world. Having the
perfect image, video, or illustration can mean the Sustainability:
difference between connecting with your audience or
simply being bypassed,” said Kumiko Shimamoto, Vice • 93% say ‘The way we treat our planet now will
President of Getty Images Asia. “It can be difficult to have a large impact on the future’
choose visual content that will resonate with your target • 85% say ‘I consider myself to be an eco-friendly
consumer, unless you understand what’s important to person’
your customers and what drives their decision making –
this is the problem Visual GPS seeks to solve.” • 84% say ‘I am doing everything I can to reduce my
carbon footprint’
The report finds that people living in South East Asia • 70% say ‘I know I should care more about the
trended higher compared to the rest of the world environment, but convenience is more important’
around concerns for the environment, with 91% worried
about air pollution and 84% worried about water quality. Wellness:
In fact, 93% of people believe the way we treat our
planet now will have a large impact on the future. While • 92% say ‘I try to take care of myself physically’
over half of people globally (69%) are doing everything • 92% say ‘It`s important for people to talk about
they can to reduce their carbon footprint, consumers mental health’
from South East Asia are more likely to report this
(84%). Although 85% of people see themselves as eco- • 87% say ‘I look for ways to celebrate the good
friendly, almost three-quarters (70%) state they things in life’
prioritize convenience over the environment. Globally, • 84% say ‘I try to take care of myself emotionally’
research shows consumers across the world are facing
this consumption conundrum (46%), with the issue Technology:
notably higher in South East Asia.
• 93% say ‘Technology helps me feel connected to
Sustainable actions continue to be top of mind for the people that matter the most to me’
people living in South East Asia, specifically 88% are
actively trying to reduce the amount of plastic they use • 92% say ‘If a company is going to have personal
and 75% only buy products from brands that make the information about me, they have to prove to me
that they are committed to protecting my privacy
effort to be eco-friendly, compared to 53% globally. and data’
This is also reflected in what customers of South East
Asia are searching for on Getty Images, with searches • 78% say ‘I am excited about how artificial
for ‘Recycle’ up by 181%, ‘Food Waste’ up by 900%, intelligence could impact our lives in the future’
‘Sustainability’ up by 400%, as well as newly significant • 49% say ‘Some of my relationships have been
term ‘Environment Conservation’ emerging since damaged by the use of technology’
lockdown began.
Realness:
“The Visual GPS findings present a unique opportunity
for brands across South East Asia to build stronger • 87% say ‘It’s important to me that the companies I
buy from celebrate diversity of all kinds’

August 2020: people-oriented communication strategies and social networks 22