Environment And Sustainability Remain A Key Concern Despite COVID-19: Getty Images
Getty Images has today unveiled new research which shows that climate, and sustainability more broadly, are still key issues for people even amid the COVID-19 pandemic.
The findings have been revealed in a second wave of research for Getty Images’ creative insights platform Visual GPS, completed in conjunction with global market research firm YouGov.
Updated Visual GPS data shows that despite the COVID-19 pandemic, people today still strongly state concern around climate and sustainability, with all points on sustainability remaining identical to the first round of data pulled in July 2019.
Ninety-one per cent of APAC respondents said they believe the way we treat our planet now, will have a large impact on the future, 88 per cent are worried about air pollution, and a staggering 72 per cent do everything they can do reduce their carbon footprint. These statistics have remained unchanged from July 2019 to August 2020, despite all the challenges 2020 has thrown our way – a promising trend.
“It is surprising and heartening that despite the huge change to people’s lifestyles and consumer behaviour brought about by COVID-19, the environment and sustainability remain as important to people as they ever were,” said Kate Rourke, Head of Creative Insights for APAC at Getty Images. “In fact, our customer search data shows that ‘sustainability’ and ‘sustainable living’ are trending up, quite against expectation. As a comparison, while the interest in the environment waned in the aftermath of the 2008 financial crisis, the environment has become inextricably linked to wellness during the COVID-19 crisis.
“The Visual GPS data also tells us for the first time that people want to see sustainability normalised in advertising and other visual communications, it is a clear call to action,” continues Rourke.
The power of visual language to shape opinion and inform debate
The updated Visual GPS research also shows that people believe the best ways of making a positive impact on the planet are to recycle (64 per cent), stop the use of single use plastics (60 per cent), and use renewable energy sources for home power (62 per cent).
“What’s interesting about these findings is that recycling, wind farms and single use plastics are all popular visual cues which have for some time been used to illustrate sustainability,” explains Rourke. “For example, ANZ customer searches on our platform for “recycling” are up by 600 per cent in the last year. This demonstrates just how powerful visual language can be in shaping people’s views on an issue, which makes it more important for brands and businesses to use visual content which shows their consumer how they can take action.”
“Unsurprisingly, image searches across ANZ for “bushfire” and “drought in Australia” are up by 634 per cent and 104 per cent respectively in the last year. With both being striking visual reminders of the climate crisis for Australians, it’s important that businesses use imagery that reminds consumers of the environmental battles being fought on their own soil.”
Grounded in 25 years of Getty Images research into visual representation, Visual GPS explores how consumers are influenced by four key “Forces”—Technology, Sustainability, Realness and Wellness—and what that means in terms of their decision making. The new insights stem from the second global survey Getty Images has undertaken in partnership with YouGov, for which over 5,000 consumers were surveyed across 26 countries and in 13 languages, through April-May 2020.
Getty Images partners with Climate Visuals to present Visualising Sustainability Guidelines
In response to the Visual GPS research, Getty Images has partnered with Climate Visuals, the world’s only evidence-backed programme for climate change photography, to present Visualising Sustainability Guidelines. The guidelines give brands and businesses practical recommendations on how to find and use fresh and relevant visual content to communicate their commitment to sustainability and inspire their audiences to action.
The Visualising Sustainability Guidelines are below and link to Getty Images curations of example content you can use to visualise these guidelines:
- Sustainability must be an intersectional objective
Businesses have sustainability experts and/or Diversity & Inclusion experts but visual content relating to environmentalism and sustainability should not be separated from visual content that is inclusive and diverse. Representational strategies should extend to sustainability.
Climate change affects everyone across the globe, so intentionally include representation across ethnicity, class, age, sexual orientation, gender identification, religion and culture. Empower and feature all underrepresented voices. Break stereotypes of every kind.
- Visualise new sustainable concepts
Familiar images of melting icebergs and industrial chimney stacks can be popular symbols for signifying climate change, but they lose currency with repeated exposure. In addition to the classic symbolism, try expanding your scope with visuals that illustrate new sustainable concepts such as “circular economy”, “reusable” or “energy efficiency”.
- Connect to aspirations about the future
Brands, eager to overcome the sense of helplessness many consumers feel, should focus on visual content that helps visualise the concrete actions, positive steps, outcomes and real solutions that will pave the way to a better, more sustainable future.
Content should reflect authentic stories, including both the positive and negative aspects of outcomes and activities of individuals, communities and businesses who are innovating and collaborating to achieve sustainability. From those who are making small lifestyle changes, to industries who are driving innovative sustainable initiatives and new technologies.
- Bring it back to the individual
Creative content should show authentic individuals having real impact on a local level. Visuals highlighting individuals and groups at their best, relative to sustainability issues, personalise the stories for your target audience. Think about every aspect of the visual – whether it be an image, video or illustration – plastic straws, disposable coffee cups and plastic bags are elemental but undermine the sustainable message.
“Familiar icons for sustainability and climate change have played an important role, giving people shorthand for a sustainability issue,” said Toby Smith, Senior Programme Lead: Visuals & Media at Climate Visuals. “But to inspire real positive change we must go further than polar bears on melting ice caps. In partnering with Getty Images on these new guidelines, we aim to now help brands and businesses take an evidence-based, solutions-focused approach to the climate crisis, visualising the actions, objects, and ideas that are paving the way to a greener future.”
Please login with linkedin to comment
Getty ImagesLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.