When it comes to a difficult, shaky patch, you’d have to agree that Australia’s financial institutions have suffered more than most in recent times.
2019’s Royal Commission laid bare some deep wounds in the way Australia’s banks; super funds, financial planners and brokers conducted their business.
Equally, the arrival of COVID-19 has meant that the financial services industry has had to adapt at breakneck speed. Digital transformation accelerated, changes in legislation happened frequently and the need to build trust and genuinely connect with customers became more important than ever.
That’s why B&T’s good friends at Getty Images are hosting a webinar at 2pm (AEST) on Wednesday, 14th April 2021 on Visual Insights for Financial Services: How to Create Content That Connects. Kate Rourke, Head of Creative Insights, Asia Pacific, will reveal the latest findings from Getty Images Visual GPS. These findings are informed by a YouGov global survey of 10,000 consumers, combined with the data from millions of searches on the Getty Images.com website each year, and the downloads made by financial services companies before and since COVID-19.
To secure your free registration for the webinar, click here.
“The financial industry has always been a large part of Getty Images’ business,” Rourke tells B&T.
“The way the financial institutions have handled COVID-19 over the past 12 months has improved their trust [with consumers]. For example, the way the financial sector has worked with governments over the past year has been a very good sign,” Rourke adds.
“But as we saw with the Royal Commission, trust can disappear in a heartbeat.”
“It’s important to consider that what your [Gen] Ys or Zs value is different to your Gen Xer or the Baby Boomers. It’s about understanding each demographics’ values and then trying to understand “how can I build that trust?” The human brain processes visuals much quicker than text – using visuals that align with the values of consumers you want to attract. We notice a visual quicker than we can read text” Rourke adds.
According to Rourke, there are a number of recommendations that can be implemented for financial institutions and their visual marketing. These include:
- Diversity and inclusion should be at the forefront of any campaign. “It’s not just about showing different ethnicities,” Rourke adds, “it’s about showing different lifestyles and different cultures in an authentic way. The demand for what consumers what to see in the visuals is increasing around representation.”
- Use visuals that are authentic and balanced with the portrayal of both men and women – avoid stereotypes that no longer connect with modern Australians.
- Always use imagery that’s “culturally diverse”. Rourke says: “Consumers are so much more savvy now and will quickly spot any imagery that’s seen as tokenistic.”
- Sustainability has become increasingly important to the Australian consumer and they expect brands to be sustainably driven. Ensure that your visuals reflect your brand’s values. This can be as simple as making sure marketing communications don’t include things like plastics – bottles, straws, etc.
- “Be thoughtful when selecting images of both men and women – each body is unique, and the visuals you select should reflect that,” Rourke concludes. “It’s about broadening our views and thoughts on what inclusion actually looks like and not perpetuating stereotypes in advertising and visuals.”
The Visual Insights for Financial Services: How to Create Content that Connects webinar will deep-dive into the financial services in the time of COVID-19 and reveal the types of imagery and video that will create a meaningful connection with Australian consumers. Don’t miss out on these compelling insights that will have a profound impact on your visual marketing and communications. Register for free here.
Image credit: 995420532, seb_ra, Getty Images
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