The visual portrayal of sustainability by brands and organisations has shifted from ‘clarity to conceptual representation’, a new report by Getty Images has found.
Getty Images’ report, Sustainability at the Crossroads, examines how consumer expectations around sustainability are evolving, and the ways in which brands can respond through more accurate and meaningful visual communication.
It noted that visual representations of sustainability have shifted from symbolic images of polar bears, around 20 years ago, to more ‘stark, real-world depictions’ of climate change, such as floods and fires, in recent years (2018-2022).
More recently, however, the shift has focused to more conceptual imagery, with ‘brands adopting abstract visuals signalling sustainability without making direct claims’, Getty Images said.
‘Treading carefully’
Getty Images’ study also noted that while sustainability becomes an ever-present issue in public discourse, more brands and organisations are ‘treading carefully’ in how they communicate their efforts.
As a result, scepticism is on the rise – more than three quarters (76%) of consumers around the world question the credibility of brands’ environmental claims, while two in three doubt that businesses are genuinely committed to sustainability.
Some 69% say climate change directly affects their daily lives, while 86% believe businesses should use their resources to improve both society and the environment.
The research was undertaken through Getty Images’ VisualGPS global insights platform.
Visual storytelling
“What years of studying sustainability imagery has shown me is that the commercial focus on sustainability surges in times of cultural urgency and recedes in moments of economic pressure or shifting priorities,” commented Dr. Rebecca Swift, senior vice president of Creative at Getty Images.
“We are now in that period of pull back, but this new VisualGPS research tells us that consumer expectations are louder and more urgent than ever. People want to see real action, and they want to believe in the impact they are seeing. Visual storytelling is a key vehicle for answering this call.” Read more here.
