5 Visual Strategies SMBs Can Use to Attract Today’s Eco-Conscious Consumer

Rhea-AI Summary

Getty Images (NYSE:GETY) has released new research through its iStock platform revealing significant trends in consumer environmental consciousness. The study shows that 69% of people globally feel climate change effects daily, with 73% actively avoiding negative environmental impact and 57% working to reduce their carbon footprint.

Key findings indicate that 6 in 10 consumers prefer spending money with value-aligned businesses, while 76% distrust generic "eco-friendly" labels. To help businesses connect with eco-conscious consumers, iStock provides five visual strategies: using real images over clichés, showing authentic moments, being specific in messaging, featuring people-centered content, and demonstrating consistent sustainability practices.

The research, conducted through Getty Images' VisualGPS platform between 2022-2024, surveyed over 5,300 adults across 25 countries, offering insights into evolving consumer preferences and sustainable business practices.

Positive

• Research shows strong consumer alignment with environmental values, with 73% actively avoiding negative environmental impact
• Study reveals significant market opportunity as 60% of consumers prefer spending with value-aligned businesses
• Comprehensive research methodology covering 25 countries and large sample sizes provides reliable market insights

Negative

• 76% of consumers express distrust in eco-friendly product labeling
• 86% of consumers lack confidence in understanding ESG terminology
• Consumer perception of sustainability as expensive presents adoption barriers

NEW YORK, Sept. 03, 2025 (GLOBE NEWSWIRE) -- New research from iStock, a leading ecommerce platform providing premium content to SMBs, SMEs, creatives, and students everywhere, reveals that climate change awareness is stronger than ever, and it’s directly influencing consumer behavior.

Findings from iStock’s VisualGPS research platform reveal that 69% of people globally say they feel the effects of climate change in their daily lives, with heightened awareness shaping how people live. In fact, 73% of consumers say they make a conscious effort to avoid negatively impacting the planet, and 57% are actively working to reduce their carbon footprint. This mindset extends beyond lifestyle into purchasing decisions: 6 in 10 people globally say they will go out of their way to spend money with businesses whose values align with their own.

Whether a business is deeply invested in sustainability or just starting to explore how to be more sustainable, the research indicates that what a business is showing matters as much as what it does. According to iStock’s research, 76% of consumers worldwide don’t trust products labeled as “eco-friendly”, proving that without the right visual cues, even sincere eco-friendly efforts can be overlooked.

“Eco-conscious customers aren’t just talking about sustainability; they’re shopping with it in mind. Our research revealed 86% of people want businesses to use their resources to improve society and the environment,” said Jacqueline Bourke, Senior Director of Creative EMEA for iStock. “In a time when people expect businesses to step up, visual storytelling is one of the most powerful tools SMBs have to connect with customers in a real, immediate way. How you show your efforts can directly influence whether they buy from you — or scroll past.”

To help SMBs connect with today’s eco-aware shoppers, iStock experts share 5 practical visual strategies to support your goals — no matter where your business is on its sustainability journey:

1. Use real images, not clichés
   Generic images of leaves and oceans don’t say much anymore. Real, honest visuals are far more powerful than abstract concepts. Use images and videos that reflect your actual practices: recyclable materials, refill options, efforts to reduce waste, etc.
   
   
2. Show real moments, not perfect ones
   People want to see how your business is making an effort, not just the final product. Share behind-the-scenes photos or short videos of your process, materials, or packaging. Honest, in-the-moment content connects more than polished green claims.
   
   
3. Be clear and specific
   Avoid overwhelming people with broad or vague terms. In fact, VisualGPS revealed 86% of consumers can’t confidently say what ESG even means. Instead, spotlight simple changes, like switching to biodegradable wrap or cutting plastic, and show these changes in action through product images or videos that help illustrate the difference.
   
   
4. Put people at the center
   Feature your customers, your team, or your local community. Use visuals that help people see how your business fits into their everyday sustainable lifestyle. Inspire action by reinforcing the idea that small, daily choices matter, and that they’re simple and accessible to adopt. iStock’s research shows that the biggest barrier to living more sustainably is the perception that it’s too expensive. So, when possible, highlight the value of convenience or clearly show the positive impact your product or service brings.
   
   
5. Make sustainability visible, not just stated
   One product launch, one HR initiative, or one green-themed campaign doesn’t build trust, in fact it might raise red flags. Today’s eco-friendly buyers are looking for consistency, not isolated gestures. Instead of relying on buzzwords or slogans, use visuals to show how sustainability is embedded in your business DNA. From energy-efficient operations to circular packaging practices, let your audience see the everyday choices that reflect a real commitment to the environment and society.

In a market where values guide purchasing decisions, visuals have the power to make or break trust. For SMBs, showing the small, thoughtful steps, they’re taking, in a clear and honest way, will help attract today’s eco-conscious consumers.

For more information about the premium, exclusive and affordable videos and images on offer from iStock, visit https://www.istockphoto.com/. 

Methodology:

Getty Images’ VisualGPS Reports offer unparalleled visual and creative intelligence backed by a rigorous methodology that combines visual insights from over 60 visual content and advertising experts with cultural insights, proprietary search and download trends from Getty Images and iStock (+ 2.8 billion searches each year), and consumer perspectives from ongoing global consumer surveys covering over 250 topics. In partnership with a world‑class global research firm MarketCast, this research platform has been tracking shifts in consumers’ needs consistently over the past six years. Data for the press release “5 Visual Strategies SMBs Can Use to Attract Today’s Eco-Conscious Consumer” was gathered through global VisualGPS consumer surveys conducted between July 2022 and July 2024. The research included adults aged 18 and above, with survey sample sizes ranging from 5,300 to 7,000 respondents. The research covered 25 countries, including Australia, Brazil, France, Germany, Italy, Japan, Spain, Singapore, the UK, US, and others.

Media contact:

Ilse Noguez

Ilse.noguez@gettyimages.com

Photos accompanying this announcement are available at:

https://www.globenewswire.com/NewsRoom/AttachmentNg/1e667624-c0a8-4e95-b732-9e6342423cea

https://www.globenewswire.com/NewsRoom/AttachmentNg/c3265f22-4a67-443a-9c4a-392461fac929

FAQ

What percentage of consumers globally feel the effects of climate change according to Getty Images' research?

According to Getty Images' VisualGPS research, 69% of people globally say they feel the effects of climate change in their daily lives.

How many consumers will actively seek businesses with aligned values according to GETY's study?

The research shows that 6 in 10 people globally will go out of their way to spend money with businesses whose values align with their own.

What percentage of consumers distrust eco-friendly labels according to Getty Images' research?

Getty Images' research reveals that 76% of consumers worldwide don't trust products labeled as eco-friendly.

What are the key visual strategies recommended by Getty Images for businesses targeting eco-conscious consumers?

Getty Images recommends five key strategies: using real images instead of clichés, showing authentic moments, being clear and specific, putting people at the center, and making sustainability visible rather than just stated.

How extensive was Getty Images' VisualGPS research methodology?

The research was conducted between July 2022 and July 2024, covering 25 countries with survey sample sizes ranging from 5,300 to 7,000 respondents aged 18 and above.