VisualGPS Creative Trends Wellness Visualising Environmental Health

Environmental health goes beyond clean air and water; it’s about understanding how our surroundings shape human health and wellbeing. Getty Images' VisualGPS research reveals that 66% of Europeans try to take steps each day to improve their health and wellbeing. So how can healthcare brands visualise environmental health in a way that connects with the wellness expectations of today’s consumers?

Human health and nature are deeply interconnected.¹ Yet in today’s fast‑paced, digitally driven lives, many people feel increasingly disconnected from nature. According to Getty Images' VisualGPS research, 70% of Europeans feel that in the future the overall health and wellbeing of the general population will decline. What does this mean for healthcare brands? An opportunity to show that health isn’t limited to the doctor’s office but also in every home, workplace and community environment. In an innovative move to weave nature into healthcare, NHS England’s green social prescribing² empowers people to improve their mental and physical wellbeing through nature‑based activities.

Interestingly, Getty Images’ VisualGPS research also reveals that indoor health‑related visuals are seven times more popular with European healthcare customers in the last 12 months when compared to outdoor engagement or nature‑based scenes. When people are seen indoors, they are managing symptoms like headaches, fatigue and joint pain. Clinical environments focus on care, exams and consultations.

So, how can healthcare brands incorporate health and the outdoors in visuals? By showing environmental wellness in parks, green rooftops and community spaces that are accessible to people of all abilities. Visuals that show people engaging in outdoor activities such as biking, walking, gardening or simply relaxing outdoors helps show the restorative power of nature.

Socio‑economic determinants of health such as income, education and housing intersect with environmental health factors, highlighting how living conditions and exposure to environmental hazards shape overall wellbeing.³ Environmental health and climate change are interwoven. Yet, climate change does not affect all populations equally. Disadvantaged communities are often the most severely affected.⁴ Getty Images' VisualGPS research reveals that 70% of Europeans are nervous about how climate change will affect their lives in the future.

According to the European Environment Agency’s report, harmful levels of fine particulate matter expose 90% of Europeans in cities.⁵ Moreover, Getty Images’ VisualGPS shows that one in three of lower income households say they have experienced a decrease in their quality of life, compared to one in two of higher income households. This highlights a growing need for nuance in visual storytelling that highlights diverse demographics and environmental health that better reflect all communities’ realities.

Effective visual storytelling around environmental health should highlight the interconnectedness of nature, environment and community. By emphasising accessible nature‑based activities, the importance of accessible outdoor spaces and diverse experiences, brands can foster a deeper understanding of health, environment and equity in today’s digital‑driven world. 

Sources
[1]  BBC
[2] NHS England
[3] World Health Organisation
[4] European Environment Agency
[5] European Environment Agency