VISUALIZING
Sustainability
welcome to Getty Images
what is sustainability?
use this button to return to this page
moving the visual language forward
reflecting the demand for responsible business practices
the rise of sustainable living
recommendations
The right imagery has the power to move the world. We are all reassessing our content to ensure it is relevant in in this new environment.
the world has changed
Getty Images has the insight, the expertise and the ability to help you take action.
50+ offices
global reach comes with cultural expertise
310K+ content creators
unmatched editorial content
websites in 15 languages
80,000+ exclusive contributors
custom solutions
research
rights & clearances
creative
editorial
video
a global visual content powerhouse
With more content being consumed every day, it’s important that your messages take the right visual approach.
visuals matter more than ever
of all communication is visual
video viewers worldwide by 2020
more time is spent on media during the COVID-19 crisis
84%
60%
2.5B
At Getty Images, we do more than just believe in the power of imagery to create change – we drive it. Getty Images is proud to create and promote powerful, relevant imagery that increases awareness, breaks stereotypes, and drives engagement.
change the image, change perceptions
creative insights backed by data
Predict what’s next in our visual language Direct our imagery team and contributors on what to capture and why across media formats (stills, video and illustration) Inform customers on what visuals will drive engagement and business
We are a multidisciplinary team of visual experts. We study billions of searches and hundreds of millions of imagery downloads on Getty Images and iStock and also monitor advertising and media trends, news, consumer behavior, shifts in pop culture and the world of creative expression, and much more to:
Search and Download Data from
VisualGPS Custom Market Research
We combined our proprietary data of more than 1 billion annual searches and hundreds of millions of annual downloads, plus our creative team’s nuanced visual insights with in-depth consumer and professional research from our partners.
Deeper Visual Expertise
Deep visual expertise contextualized with both internal proprietary data and external shifts in advertising, fine art, pop culture, world events and news, social media behavior and other macro happenings click here to go to the Creative Insights page
Proprietary Data Statistical scoring and modeling of more than 1 billion searches annually and in-depth analysis of sales data click here to go to visit gettyimages
YouGov Consumer Research 10,000 consumers and professionals, 13 languages, 26 countries This consumer piece completes the full circle of our process, understanding not just what our customers (B2B) are searching for, but how their end customers are responding.
Creative Insights from our expert team at
sus·tain·a·bil·i·ty
noun
meeting the needs of the present without compromising the ability of future generations to meet their own needs
THE VISUAL
Cliches
There is a genuine need to move the visual language forward.
“A more compelling and diverse visual language for climate change is urgently required.”
Climate Outreach
of climate change imagery in the news media showed causes, impacts, or politicians
Climate visuals are missing solutions
62%
Between 2001 – 2009,
showed solutions
Only
9%
Sustainability is here to stay
North American consumers believe that the way we treat our planet now will have a large impact on the future
9 in 10
Business and financial sectors are committing to more ambitious sustainable goals than ever before
expect brands to be environmentally aware in all of their advertising
7 in 10
NEW
Standards
Reflecting the Demand for Responsible Business Practices
Consumer opinion on whether industries create or solve more environment problems
GENERATION
Gap
Baby Boomers are more responsive to individuals taking action Gen X want to see themselves in leadership positions Millennials most responsive to sustainable business models Gen Z see themselves as ethical influencers and catalysts for change
Major Corporations are Taking Action
By 2030, it is expected that of Fortune Global 500 companies will be committed to carbon neutrality
3/4
Rethinking Waste
of multi-national CEOs have committed to shifting their business to a circular economy model by 2030
50%
North American consumers prefer to do business with a company that…
Is honest and fair in its dealings with its employees
Supports the local communities in which they operate
8 in 10
Has transparent business practices
Uses sustainable practices
green·wash·ing
disinformation disseminated by an organization so as to present an environmentally responsible public image
more plants
2x
Since 2015, visuals have increasingly featured offices with eco-friendly design
nearly
more wooden furniture
more natural light
3x
Almost none show what sustainable planning looks like behind the scenes
more arial views
It All Looks the Same
Compared to industrial visuals in general, renewable energy is shown from fewer viewpoints
more high angle views
less close ups
less low angle views
8x
less straight-on side views
10x
industrial visuals show people
1 in 3
The New Workforce
renewable energy visuals show the people working behind the scenes
1 in 4
but only
What role does technology play in renewable energy?
of sustainable business visuals show technology as a crucial tool for sustainable planning
How do we solve for the waste and emissions created by technology?
sustainable business visuals show recycling
1 in 5
Sustainability isn’t just for big business
of sustainable business visuals showed small business
7%
Small and local businesses can make an impact, too
2020 Search Data Shop local Local business Sustainable business Local community Local produce
+158%
+82%
+116%
+101%
+15%
Visual variety is needed to capture the myriad ways that businesses support the environment
MAKING IT
Personal
The Rise in Sustainable Lifestyle
sources of concern
The environment is a leading source of aggravation and worry for North American consumers
1. Dishonesty 2. People being unkind 3. Inequality 4. How we treat our environment 5. Financial security
5
top
Consumers do many different things to make a positive impact
Recycle
66%
Use environmentally friendly products
46%
37%
Make their home energy efficient
Reuse, repair or purchase second-hand instead of buying new
Stop the use of single-use plastics
44%
34%
Eat less meat and more plant-based food
29%
Sustainable Lifestyle has grown immensely as a category
Vegetarian Food
+32%
Zero Waste
+876%
Electric Cars
+102%
Volunteering
+287%
Composting
+322%
THE CONSUMPTION
Conundrum
See themselves as eco-friendly
82%
Say they only buy products from brands that try to be eco-friendly
Know they should care more about the environment through their purchasing habits but convenience takes priority
40%
The Evolution of Sustainable Lifestyle
more symbolism in 2020’s Sustainable Lifestyle visuals than in Lifestyle visuals generally
There is
Authenticity and realness are very important to consumers
Everyone cares about sustainability
But visually the demographics skew white, young, and female
Half of all sustainable lifestyle visuals show nature or plants
shows sustainable choices in inside the home
1 in 6
Zero-waste visuals are as popular as renewable energy visuals
But consumers are more responsive to renewable energy visuals
Sustainable Lifestyle is visualized in a variety of ways, but it must keep pace with social and technological progress
Recommendations
What Does the Future Look Like?
Tell the Human Story
Connect sustainability with human health and wellbeing
Authenticity
Diversity + Inclusion
Tell real stories of what individuals, communities and businesses are doing to support the environment
Visual choices should reflect which actions your business is really taking towards sustainability
Be bold: tell new stories
Move away from metaphors & cliches
Normalize sustainable technology and innovation
Show how these new technologies fit into the real world: provide context— personal as well as large scale
Link here to our sustainability resources Watch the video | Read the Sustainability Visual GPS
