Getty Images’ Tristen Norman on the Future of Visual Storytelling
EMA was founded upon the belief that storytelling within film could have a real-world impact. Decades later, the organization has expanded into promoting sustainability within the actual production of those films. Yet, EMA has never stopped advocating for that overarching goal of inspiring the creation of a healthier world. Through their recent report, Sustainability at the Crossroads, Getty Images has provided data-backed insights on the influence of visuals, supporting our belief in the importance of visual storytelling (for example, film and television). By working with and learning from companies such as Getty Images, EMA can better understand the content that will be most efficacious for our mission.
EMA was grateful for the opportunity to speak with Tristen Norman, Director and Head of Creative for The Americas, about Getty Images’ new report. Tristen has extensive experience in the creation of compelling visual content, and she truly excels in environmental storytelling. Her interpretations of the report are incredibly valuable, as they highlight the necessary areas of improvement within environmental communications for sustainability to become widespread.
Getty Images’ content experts recently participated in a session at EMA’s IMPACT Summit providing insight into how businesses and brands can navigate the complex terrain of sustainability communication and create compelling visual narratives that inspire consumers and resonate across channels. What did the findings and insights in Getty Images’ new report reveals about sustainability storytelling?
Sustainability narratives are ever-present, but the way we convey them cycles through periods of cultural urgency and cultural withdrawal (or even opposition). We’re in one of those withdrawal phases now, which has brands and organizations wondering to what extent they should be telling sustainability stories. But audiences still want them. They want the reality of what’s happening now alongside hope for what is possible in the future, and they want it to come from a place of honesty and authenticity. In the new report from our global VisualGPS insights platform, Sustainability at the Crossroads, research shows most consumers are still highly skeptical of brands’ “green” claims, and that’s because overly aspirational, unrealistic portrayals don’t resonate.
People largely understand that it’s important to care about the environment so for sustainability storytelling to make an impact truly, the associated visuals should feel specific and urgent, illustrating what’s important now and how it shows up in people’s day-to-day lives. Once-provocative images of melting glaciers and droughted fields have become abstract and symbolic, estranged from people’s everyday lives. Instead, our data shows consumers want to see small moments of real impact – things they might witness on a walk through their neighborhood, instead of a nature documentary (or else, a disaster movie). According to our new report, 7 in 10 consumers say climate change affects their daily lives, making them deeply attuned to visuals that depict these issues honestly: You have to meet them where they are.
What insights in the report surprised you the most (globally, regionally, etc.)? What do you see as the biggest opportunity for brands and businesses when it comes to visualizing sustainability in today’s rapidly evolving media landscape?
I was startled to see how many people are optimistic about AI’s potential to alleviate the climate crisis. While many consumers harbor concerns about AI’s rapid advancement in other facets of life, 83% of consumers globally see AI as having a positive impact on environmental efforts. It was also striking to see consumers putting so much faith in organizations to lead the charge on climate action: 9 in 10 consumers say that businesses should use their resources to improve the environment and society. That’s an extremely powerful call to action.
I think brands have a unique opportunity to tunnel through the larger sustainability discourse and reach consumers directly with practical, optimistic, and truthful storytelling. Show the challenges of building a more sustainable future, but also highlight the achievements. In a media environment inundated with overblown claims and misinformation, people are desperate for something real and true. Use visuals to show what you’re doing to make a difference, but also show what the impacts of those efforts could look like for everyone. When people see themselves in your sustainability story, they’ll want to stay tuned.
What are some key takeaways that Getty Images hopes brands and businesses will take away from the report?
The report is full of actionable insights for businesses, but if I had to narrow it down to three major ones that echo across the results, I’d say:
1. Sustainability visuals should balance promises with proof. It’s not enough to show consumers that you have aspirations for a better future; you have to show how you’re working to make it happen through honest but impactful visuals. Avoid abstraction and capture attention with the genuine article.
2. Sustainability storytelling should be nuanced and inclusive. Everyone should be able to see themselves in a brighter future, which means that brands should highlight people of all backgrounds throughout their sustainability imagery. Otherwise, they risk neglecting the audiences who are most impacted. Take working-class folks, such as people who live and work in lower-income communities and rural areas, for example: research shows that these individuals experience the negative effects of climate change far more acutely than other income classes, and yet, are much less likely to be shown in the limited sustainability stories that brands do tell.
3. An integrated approach to sustainability storytelling is crucial. Telling honest, inclusive environmental stories is only one piece of the puzzle. When 82% of consumers believe that companies should have ESG guidelines and practices in place, environmental responsibility should be embedded in every aspect of a company’s operations, and transparently so at that.
Getty Images emphasizes the importance of utilizing a holistic approach in its work. How does this new report show that sustainability can aid, instead of hinder, fulfilling consumers’ needs?
For one, it shows that consumers really do care about sustainability. The conversation around environmental topics is highly polarized right now, but the consumer consensus is that these issues do matter, and that brands can be a force for good. If brands neglect sustainability, they may be leaving money on the table. According to research from Green Builder’s COGNITION platform, 75% of consumers are likely to purchase from a company with strong sustainability practices over one without. Sustainability efforts will largely support consumers’ needs, so long as brands are honest and transparent when portraying their efforts.
How can brands ensure trust and credibility among their consumers and audiences when they are communicating about their sustainability goals and initiatives? How do visuals play a role in this?
Transparency is key to trust and credibility; audiences don’t want to feel like they’re being misled. Knowing consumers are already cautious when it comes to brands’ sustainability claims, having strong, visual-forward sustainability communications is crucial. Don’t wait for consumers to ask questions – illustrate the answers.
The visual element is the differentiator. Visuals are often a consumer’s first touchpoint with a brand, whether through an advertisement, a news feature, or the product or service itself. Images and video often create impressions in deeper ways than words alone. When brands show real impact from the outset, they create the conditions for trust early on, which will ultimately keep consumers engaged and foster long-term brand loyalty.
Learn more about our EMA Green Seal and how Hollywood is going green on our blog!
Written by Sabrina Sugg. Made possible by the EMA Creator Fund. Support the fund here.