Leader in visual communications Getty Images has unveiled Visual GPS, global research that looks at the key forces that drive consumer engagement and purchasing behaviour across geographies, generations, gender and employment. This is designed to improve transparency and coherency in visual communications.

The findings of Visual GPS, which were gathered from over one billion, annual searches and a wide-ranging consumer survey completed with research firm YouGov, reveal that consumers are influenced by four key ‘forces': technology, sustainability, realness and wellbeing. Getty Images is using these findings to create a more authentic, culturally relevant image library for corporate and editorial use.

Senior vice president of content at Getty Images, Ken Mainardis, says that in today’s world, for visual content to resonate with the target consumer, it is crucial for brands to understand what is important to the consumers and what drives their decision making and then include one if not all of the four themes in their imagery.

 “We live in an increasingly visual world. Having the perfect image, video, or illustration can mean the difference between connecting with your audience or simply being bypassed,” he says.  

This is nowhere more apparent than with inclusivity and body positivity, which falls under the category of realness. Visual GPS found that 68% of respondents say it’s important for them that companies they buy from celebrate diversity of all kinds, 80% say companies need to show people with all body shapes and 33% have boycotted a brand that went against their values.

Findings on wellness also showed the need to be inclusive, with consumers caring about the representation of all types of wellbeing, not just physical but also mental, emotional, spiritual, family and relationship fitness.

“Exploring concepts around physical and emotional wellness is what I’d consider a win-win for brands,” says global head of creative insight at Getty Images, Rebecca Swift.. “In fact, roughly nine out of 10 people support discussion around mental health more broadly.” 

Both sustainability and technology proved to be quite contradicting themes, with 79% of people surveyed saying technology makes them feel connected to those who matter the most, yet 41% say some of their relationships have been damaged by the use of it. With sustainability 81% of respondents believe they are eco-friendly but only 50% say they only buy products from sustainable brands.

What the Visual GPS insights point to is the need for transparency and coherency. Experts speaking at the Visual GPS launch event agreed that is the only way for brands to achieve consumers’ trust.

“It’s not just about the images that companies are putting across, it’s about the transparency within the whole organisation. That organisation is devoted to diversity and inclusion, and it’s showing as a ‘tick-box’ exercise.  It’s not supposed to be a phase or a campaign,” says Helena Lewis-Smith, senior research fellow at the Centre for Appearance Research.

“If I see an ad that is being shot in an eco-friendly and sustainable way but behind the scenes people are there with their plastic Costa coffee cups, then that doesn’t work,” adds Toby Smith, the climate visuals programme lead at Climate Outreach.

Following the launch of the initial report, Visual GPS will continue delivering fresh insights throughout 2020 through articles, reports, videos and social content.