Getty Images Inc.

06/12/2025 | Press release | Distributed by Public on 06/12/2025 07:10

New Getty Images Report Finds Consumers Still Care About Sustainability and Expect Businesses to Lead

"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," said 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."

As climate risk becomes increasingly tied to business risk, the report supports brand leaders, marketers, and communicators in aligning their visual narratives with their strategic sustainability goals.Key insights from the report include:

Authenticity over perfection:81% of consumers want to see visuals that show how the environment is being affected as a direct result of climate change, favoring transparent and realistic imagery that shows both progress and challenges over idealized or symbolic depictions.

Balance eco-anxiety with eco-optimism:78% want to see how things are improving-whether through individual, corporate, or policy-driven action. Powerful storytelling should blend impactful imagery with tangible actions, showing both environmental challenges and proactive solutions.

Highlight the potential of new technologies:83% of consumers believe AI could positively impact the climate crisis within the next five years. However, concerns about AI's carbon footprint are real. Only 41% see AI as having a positive impact on energy efficiency. As generative AI continues to grow, its environmental impact should be considered when visualizing technology. Brands can leverage visuals that have a deep focus on the benefits and real-world impact of all technological innovation to inspire trust and drive engagement.

Make sustainability accessible: 81% want to see images and videos that reflect how people have been personally affected-especially those in the communities most impacted. Inspire action with relatable visuals that highlight simple, everyday habits, reinforcing that sustainable choices can seamlessly fit into daily life for all.

Show integration, not isolation: 75% of consumers want to see visuals showing how companies and governments are addressing climate change, not just in isolated campaigns. Show sustainability as a core brand value. Companies that seamlessly embed sustainability into their identity-through product design, messaging, and customer experience, when backed by honest, unambiguous visuals, will foster deeper emotional connections and lasting trust with consumers.

To download the full Getty Images' VisualGPS report, Sustainability at the Crossroads, click here.

Image credits: Artur Debat/Getty Images

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