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RESEARCH
“What’s interesting about these findings is that 2. Visualize new sustainable concepts ANALYSIS
recycling, wind farms and single use plastics are all TRENDS
popular visual cues which have for some time been Familiar images of melting icebergs and industrial
used to illustrate sustainability,” explains Rourke. “For chimney stacks can be popular symbols for
example, customer searches on our platform in signifying climate change, but they lose currency
Southeast Asia for “recycling” are up by 600% in the with repeated exposure. In addition to the classic
last year. This demonstrates just how powerful visual symbolism, try expanding your scope with visuals
language can be in shaping people’s views on an that illustrate new sustainable concepts such as
issue, which makes it more important for brands and “circular economy”, “reusable” or “energy
businesses to use visual content which shows their efficiency”.
consumer how they can take action.”
3. Connect to aspirations about the future
Grounded in 25 years of Getty Images research into
visual representation, Visual GPS explores how Brands, eager to overcome the sense of
consumers are influenced by four key “Forces”— helplessness many consumers feel, should focus
Technology, Sustainability, Realness and Wellness— on visual content that helps visualize the concrete
and what that means in terms of their decision making. actions, positive steps, outcomes and real
The new insights stem from the second global survey solutions that will pave the way to a better, more
sustainable future.
Getty Images has undertaken in partnership with
YouGov, for which over 5,000 consumers were Content should reflect authentic stories, including
surveyed across 26 countries and in 13 languages, both the positive and negative aspects of
through April-May 2020. outcomes and activities of individuals,
communities and businesses who are innovating
Getty Images partners with Climate Visuals to and collaborating to achieve sustainability. From
present Visualizing Sustainability Guidelines
those who are making small lifestyle changes, to
In response to the Visual GPS research, Getty Images industries who are driving innovative sustainable
has partnered with Climate Visuals, the world’s only initiatives and new technologies.
evidence-backed program for climate change
photography, to present Visualizing Sustainability 4. Bring it back to the individual
Guidelines. The guidelines give brands and businesses Creative content should show authentic individuals
practical recommendations on how to find and use having real impact on a local level. Visuals
fresh and relevant visual content to communicate their highlighting individuals and groups at their best,
commitment to sustainability and inspire their relative to sustainability issues, personalize the
audiences to action. stories for your target audience. Think about every
aspect of the visual – whether it be an image,
The Visualizing Sustainability Guidelines are below and video or illustration – plastic straws, disposable
link to Getty Images curations of example content you coffee cups and plastic bags are elemental but
can use to visualize these guidelines:
undermine the sustainable message.
1. Sustainability must be an intersectional objective “Familiar icons for sustainability and climate change
have played an important role, giving people shorthand
Businesses have sustainability experts and/or for a sustainability issue,” said Toby Smith, Senior
Diversity & Inclusion experts but visual content Program Lead: Visuals & Media at Climate Visuals.
relating to environmentalism and sustainability
should not be separated from visual content that is “But to inspire real positive change we must go further
inclusive and diverse. Representational strategies than polar bears on melting ice caps. In partnering with
should extend to sustainability. Getty Images on these new guidelines, we aim to now
help brands and businesses take an evidence-
Climate change affects everyone across the based, solutions-focused approach to the climate
globe, so intentionally include representation crisis, visualizing the actions, objects, and ideas that
across ethnicity, class, age, sexual orientation, are paving the way to a greener future.”
gender identification, religion, and culture.
Empower and feature all underrepresented For more information on Visual GPS please
voices. Break stereotypes of every kind. visit www.visualGPS.com. (Source: Getty Images) ◊
By MediaBUZZ

17 October 2020: Experience Economy: customer-centricity & cross-channel customer interaction