VisualGPS Creative Trends Sustainability Visualising the Future of Retail

Retail is entering a new era and CPG brands will feel it first on the shelf and in‑feed. The winners won’t just offer products; they’ll offer felt relevance. Getty Images' VisualGPS shows consumers expect brands to evolve across three forces: Hyper‑personalisation, sustainability and inclusion. So, how can visuals help reduce scepticism, cut through and earn repeat purchase across online, delivery and physical retail? 

Consumers now expect consistency and personal relevance across touchpoints: 69% want consistent online and in‑store experiences, and 71% expect personalised interactions across every channel.¹  For CPG, this is a conversion lever but only if the creative makes the “personalisation” feel real, not generic. CPG purchase cycles are fast. Visuals that reflect your lifestyle use‑case increase “this is for me” motivation can drive higher trial and repeat. As more shoppers (68%) say they have purchased products based on AI recommendations, lean into visuals that show technology as a facilitator and not the hero when it comes to knowing your shopper.²

Avoid depicting AI as a character, futuristic interface or overly abstract ‘algorithm’ in visuals. Lean into visuals that show convenience and seamless integration in shopper’s lives, i.e., click‑and‑collect, home deliveries, voice search returns for things like ‘my family’s quick breakfast’. Humanise the technology to show the outcome, not the algorithm, and avoid ‘smart future’ imagery that doesn’t connect to daily life.  

Sustainability can reduce scepticism at checkout where clear visual proof can shorten the decision path. Getty Images' VisualGPS research shows that over 7 in 10 consumers across Europe, the Middle East and Africa agree businesses should lead on climate action if governments don’t act. And when it comes to individual action, ‘resourceful consumption’³ is growing with 8 in 10 Europeans, 7 in 10 UAE consumers and 6 in 10 Saudis saying they recycle, repurpose and donate. Furthermore, 7 in 10 Europeans believe they are doing more than companies in recycling, highlighting a growing expectation gap between consumers and brands.   

Avoid generic ‘green’ symbols or ‘zero waste forever’ claims that don’t show the how or real consumer experience. If the visuals can’t be verified in life, they become performative which can have a reputational risk. Lead with visuals that show the how—visible proof moments like recyclable, minimal or zero packaging, reduced materials with home delivery, second‑life products. Show the process around sourcing, manufacturing, purchase, disposal or repurpose.  

Inclusion improves belonging and belonging drives repeat behaviour. When people feel ‘seen’, and understood, i.e., the brand gets me, they’re more likely to try, stick and recommend. Getty Images' VisualGPS research shows that over 7 in 10 Europe, the Middle East and Africa consumers prefer to express their identity regardless of what others think and in the Middle East, connection is strongly shaped by cultural relevance and creator‑driven discovery. 78% discover brands on social and 60% purchase based on a creator’s recommendation. Lean into visuals that show culturally relevant representation and emotional resonance around products’ benefits.⁴ Avoid ‘tokenism’ or identity cues that don’t match lived experience. Show diverse households and families, individuals, creators, growers with real people in relatable stories that bring continuity between online and IRL.  

For CPG, the opportunity is visuals that are personal, provable and culturally connected  so every ad helps answer questions like can I trust you, does this fit my life and will it work for me? Treat visuals as a credibility interface with personalisation, sustainability as evidence and inclusion that shows belonging.  

Sources
[1] Involve.Me
[2] Capgemini
[3] McKinsey & Company
[4] Campaign