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RESEARCH
ANALYSIS
TRENDS

Getty Images partners with Climate Visuals to
launch Visualising Sustainability Guidelines –

supporting brands and businesses to use visual

content which incites change

Getty Images, a world leader in visual communications “It is surprising and heartening that despite the huge
and pioneer in the field of visual methodology, has change to people’s lifestyles and consumer behavior
unveiled new research which shows that climate, and brought about by COVID-19, the environment and
sustainability more broadly, are still key issues for sustainability remain as important to people as they
people in Asia Pacific even amid the COVID-19 ever were,” said Kate Rourke, Head of Creative
pandemic. The findings have been revealed in a Insights for APAC at Getty Images. “In fact, our
second wave of research for Getty Images’ creative customer search data shows that ‘sustainability’ and
insights platform Visual GPS, completed in conjunction ‘sustainable living’ are trending up, quite against
with global market research firm YouGov. expectation. As a comparison, while the interest in the
environment waned in the aftermath of the 2008
Updated Visual GPS data shows that despite the financial crisis, the environment has become
COVID-19 pandemic, people today still strongly state inextricably linked to wellness during the COVID-19
concern around climate and sustainability, with all crisis.
points on sustainability remaining identical to the first
round of data pulled in July 2019. “The Visual GPS data also tells us for the first time that
people want to see sustainability normalized in
Ninety one per cent of APAC respondents said they advertising and other visual communications, it is a
believe the way we treat our planet now, will have a clear call to action,” continues Rourke.
large impact on the future, 88% are worried about air
pollution, and a staggering 72% do everything they can The power of visual language to shape opinion and
do reduce their carbon footprint. These statistics have inform debate
remained unchanged from July 2019 to August 2020,
despite all the challenges 2020 has thrown our way – a The updated Visual GPS research also shows that
promising trend. people believe the best ways of making a positive
impact on the planet are to recycle (64%), stop the use
of single use plastics (60%), and use renewable energy
sources for home power (62%).

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