Marketing & Communications

Study Offers 5 Ways to Effectively Depict Brand Sustainability

Getty Images research urges brands to communicate with clarity — backing up ESG strategies with authentic visual storytelling aligned with real-world impact.

Published 1 month ago | About a 6 minute read

Image: Visuals that illustrate positive impacts of new technologies and the beauty of the natural world resonate with global consumers. | Ekonoke

Today, Getty Images released the latest report from its VisualGPS global insights platform, Sustainability at the Crossroads. The study explores current consumer sentiment around sustainability and offers actionable insights and data-driven guidance to help brands communicate CSR commitments with authenticity, clarity and impact in a rapidly evolving media landscape.

With the report finding 69 percent of consumers worldwide recognize the direct impact climate change currently has on their daily lives, the issue is becoming an increasingly personal reality. Amid this growing awareness and as climate-related issues continue to permeate public discourse, some brands and organizations are treading carefully regarding how they communicate their climate-action efforts — or if they do so at all — otherwise known as greenhushing.

Visual analysis in the report traces the evolution from symbolic imagery such as polar bears in 2006 to stark, real-world depictions of climate impacts including floods, fires and displacement from roughly 2018-2022. More recently, brand reticence has shifted the trend from clarity to conceptual representation, with brands adopting abstract visuals with natural elements to signal ‘eco-friendliness’ without making direct claims. However, research suggests that staying silent may carry its own risks: Nearly 9 in 10 consumers worldwide believe business should use their resources to improve society and the environment, and 82 percent agree that companies should have sustainability guidelines and practices in place to show they care about more than just profit — sentiments echoed both in recent consumer studies and in Brand Finance’s latest Sustainability Perceptions Index.

Getty visual
evolution Image credit: Artur Debat/Getty Images

At the same time, skepticism is rising: 76 percent of consumers worldwide question the credibility of brands’ environmental claims, and 2 out of 3 globally doubt that companies are genuinely committed to sustainability. As pressure builds around accountability, the report underscores the need for brands to communicate with clarity — backing up ESG strategies with visual storytelling that is authentic and aligned with real-world impact.

Getty consumer
insights Image credit: Artur Debat/Getty Images

“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, SVP 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.”

Honesty is the new visual standard

Data for Sustainability at the Crossroads was gathered through global VisualGPS consumer surveys conducted between July 2022 and July 2024. The research included adults aged 18+ from 25 countries — including Australia, Brazil, France, Germany, Italy, Japan, Singapore, Spain, the UK and US — with survey sample sizes ranging from 5,300 to 7,000 respondents.

Overall, consumers appreciate transparency that goes beyond a polished narrative — where showcasing challenges alongside progress creates a more authentic and complete picture. But businesses operate within the context of economic conditions, political shifts and regulatory changes — all of which can increase climate anxiety and challenge sustainability efforts. Striking the right balance between ambition and practicality remains critical for engaging audiences.

Given its reach, the report highlights key differences in consumer perception of sustainability visuals across various markets:

Europe: Unvarnished truth — European consumers increasingly demand that align both their actions and their messaging with environmental responsibility. 75 percent say they want to see ‘images or videos detailing how companies and/or governments are addressing climate change/environmental issues.’
Honesty in Asia-Pacific — Transparency around environmental claims is increasing across Asia-Pacific, driven by stricter regulations on greenwashing. In fact, in Southeast Asia — where a large majority say they are directly seeing the impact of the climate crisis in their day-to-day lives — this figure rises to 88 percent.
A visual disconnect in The Americas — When it comes to honesty, it’s important to strike the right visual balance in the United States. Extreme emotional ranges (e.g., humor vs overly pessimistic imagery) are less likely to be well-received. Americans are more likely to prefer optimistic messaging, as long as it still tells an honest story. Popular visuals used by brands in the US are twice as likely to feature picturesque natural landscapes rather than those highlighting the effects of climate change. However, 56 percent agree that if sufficient action hasn’t been taken to help reverse climate change, messaging on the topic should focus on the decline and devastation that will occur if actions aren’t taken. Conversely, Latin American consumers prefer more frank messaging that showcases what happens when we fail to implement sustainable practices. However, popular visuals in Latin America primarily focus on the untouched beauty of the natural world and emphasize themes of collaboration and protection.
The need for nuance — Regardless of geography, brands can better reflect the realities of all communities by highlighting diverse demographics and their unique challenges and aspirations. This approach fosters a comprehensive dialogue around sustainability that includes everyone’s voices and experiences, ultimately driving sustainable development for all.

5 ways to visualize sustainability for today’s consumer

As climate risk becomes inextricably linked to business risk, the report offers brand leaders, marketers and communicators five principles for aligning their visual narratives with their strategic sustainability goals:

Authenticity over perfection: 81 percent of consumers want to see visuals that show how the environment is being affected by 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 percent 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, and drawbacks, of new technologies: 83 percent 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 percent see AI as having a positive impact on energy efficiency. As generative AI use 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 innovations to inspire trust and drive engagement.
Make sustainability accessible: 81 percent 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 conscious, sustainable choices can seamlessly fit into daily life for all.
Show integration, not isolation: 75 percent 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.