VisualGPS Creative Trends Sustainability Beyond Environmentalism: Societal Wellbeing in ESG

In today's world, ESG (Environmental, Social and Governance) commitments are more important than ever. These commitments extend to include societal wellbeing and inclusivity, reflecting a modern view of social responsibility. Brands that prioritise ESG not only protect the environment but can also benefit from sustainable management, lower costs and attracting talented employees.

Consumer preferences: ESG and profit
Consumers worldwide, especially in the Asia‑Pacific region, care about brands’ ESG commitments as much as their profitability. Getty Images' VisualGPS research shows that about 70% of Asia‑Pacific consumers consider a brand's ESG efforts important when making purchasing decisions. Especially in Japan and Southeast Asia, the emphasis on corporate social responsibility is higher than the global average, highlighting the growing importance of a company's social contributions. 

Prioritising work‑life balance 
Our VisualGPS research also indicates that work‑life balance, financial security and stress reduction are top priorities for Asia‑Pacific people. In Japan, there is also a particular focus on physical health and spending time with loved ones, higher than the global average. This cultural approach highlights the need for personal time and stress‑reducing activities to maintain a work‑life balance.

Wellbeing in the workplace 
People in Asia‑Pacific prioritise employee health and mental wellbeing. In Southeast Asia, 94% of people link work‑life balance with mental health, advocating for better workplace mental wellness support. Australia and New Zealand also show strong support for mental health initiatives in the workplace. However, Japan is more reserved to openly discuss mental health, though many work on it through personal activities like cooking and hobbies, which indicates a cultural preference for taking care of mental wellbeing privately.

Underrepresentation of ESG visuals 
Despite the focus on ESG, visuals representing these commitments are underrepresented. Looking at the most popular visuals for Asia‑Pacific brands, ESG‑themed visuals make up less than 15% of popular visuals in the region. While environmental images like solar panels and wind turbines are common, visuals of social contributions and employee wellbeing are scarce. This gap presents an opportunity for businesses to visually communicate their ESG efforts more precisely and effectively.

Effective visual communication
It's important for companies to align their ESG goals with the values of their consumers. Any discrepancies can lead consumers and employees to reconsider their choices. Businesses can use visuals to showcase their societal and environmental initiatives, demonstrating their commitment to social responsibility and workplace wellbeing. This includes showing reskilling opportunities, team‑building activities, diversity promotion, mental health support and flexible work arrangements. For Japan, using visuals that depict personal self‑care strategies can help address the cultural reluctance to openly discuss mental health, aligning better with consumer expectations and improving the brand's image.