VisualGPS Creative Trends Sustainability Report: Sustainability at the Crossroads

Getty Images has unveiled its latest VisualGPS report, Sustainability at the Crossroads, offering data‑driven insights and visual guidance for brands navigating the complex terrain of sustainability communication.
The message is clear: consumers are not only watching—they’re demanding more. 

With 69% of global consumers saying climate change directly affects their daily lives, sustainability is no longer a distant ideal but a personal concern. At the same time, 86% believe businesses should use their resources to improve society and the environment. This report delivers the tools and insights to help brands bridge that gap—visually and authentically.

As climate change dominates headlines, some organizations are retreating from sustainability messaging—a trend dubbed greenhushing. But the data tells a different story. Consumers want transparency, not silence. Over the years, sustainability visuals have evolved—from symbolic polar bears to raw depictions of floods, fires, and environmental displacement. Most recently, brands have leaned into conceptual, abstract visuals that imply sustainability without making bold claims. Yet silence or ambiguity can erode trust. 76% of global consumers now question the credibility of brands’ environmental claims, and two‑thirds doubt companies are genuinely committed. 

This new report provides clear visual direction for companies ready to step forward and meet consumer expectations. Here are five takeaways to guide sustainable storytelling:

1. Show Authenticity Over Perfection
81% of consumers want visuals that show how the environment is being affected—realistic, transparent imagery that doesn’t shy away from challenges. Show the work‑in‑progress, not just the end result.

2. Balance Eco‑Anxiety with Eco‑Optimism
While the climate crisis is urgent, audiences are also hungry for hope. 78% want to see how things are improving, whether through innovation, policy, or individual action. Ground powerful imagery in real, tangible progress.

3. Highlight Tech's Green Potential
With 83% believing AI could help address climate change within five years, there’s opportunity to spotlight innovation. But caution remains—only 41% see AI as energy‑efficient. Brands should visualize technological solutions in context, emphasizing impact and intention.

4. Promote Sustainable Practices
People want to see themselves—and their communities—in the sustainability story. 81% want images that reflect how individuals are personally affected. Highlight simple, everyday behaviors to make sustainable living feel accessible and achievable.

5. Sustainability as an Integrated Approach
75% of consumers want to see sustainability as embedded in a brand’s DNA, not relegated to separate campaigns. The visuals that resonate most show sustainability as a natural, integrated part of product design, messaging, and customer experience.

As the Sustainability at the Crossroads report shows, how brands look when they talk about sustainability matters just as much as what they say. 
This report is more than a snapshot of consumer attitudes. It’s a roadmap to help brands align their sustainability strategies with compelling, credible visuals that inspire trust and action.