Getty Images Study Shows Consumers Demand Real Climate Action
A recent Getty Images report reveals that an overwhelming majority of consumers now believe climate change directly impacts their daily lives and expect businesses to step up. Here's a look at what’s driving this shift and how it’s reshaping corporate communications.
Climate Change as Personal Concern
69% of consumers across the globe say climate change affects them personally.
86% believe companies should use their resources to benefit society and protect the planet.
Demand for ESG Clarity
Consumers expect transparency: 82% want clear environmental, social, and governance (ESG) policies.
Yet trust is low: approximately two-thirds doubt corporations’ commitment to sustainability .
Realism Over Greenwashing
A majority (81%) of consumers prefer honest, realistic visuals that illustrate climate impacts.
Over half (55%) want visual messaging to focus on the dangers of inaction—not just feel-good optimism.
Imagery That Moves the Needle
Environmental imagery has evolved: from polar bears and melting ice in 2006 to dramatic scenes of fires, floods, and displacement from 2018–2022. Today, companies often avoid specifics, opting for ambiguous green visuals to dodge accusations of greenwashing.
Despite that shift, 75% of consumers still want to see concrete examples of what companies and governments are actually doing. Climate ranks as a top global concern, with 95% expressing worry.
Skepticism of Green Labels
Credibility matters. About 76% feel “green” labels are just marketing tactics . Consumers have become savvy and skeptical of hollow claims.
AI: A Tool, But Not Without Scrutiny
83% see AI's potential in fighting climate change.
They expect applications in personalized environmental learning (43%), optimizing energy use (41%), and improved climate modeling (40%).
Still, AI's own carbon footprint is a concern. Consumers want companies to acknowledge these trade‑offs visually when promoting AI-driven climate solutions.
Shifting Search Trends & The Rise of Green Tech
Requests for “sustainability” visuals dropped 21% in 2024, while interest in “environmental conservation” rose 12%.
Searches for renewable energy themes like “energy transition,” “hydrogen energy”, are up, and green-tech imagery has soared by 300% over the past decade.
According to Rebecca Swift, Senior VP of Creative at Getty Images, in a June 12 press release, “The commercial focus on sustainability surges in times of cultural urgency and recedes in moments of economic pressure or shifting priorities. We are now in that period of pull back.”
Swift also noted that the report shows “consumer expectations are louder and more urgent than ever.”
What This Means for Brands and Creatives
Invest in genuine impact. Consumers aren’t just paying attention—they’re demanding proof.
Show your work. Authentic images of sustainability efforts such as planting, cleanup, and eco‑tech resonate more than greenwashed abstractions.
Balance messaging. It’s vital to highlight both the consequences of climate inaction and the hopeful strides being made.
Be transparent about AI. If you're using AI tools, visually communicate its carbon costs along with environmental benefits.
Focus on trusted narratives. Data-driven evidence and honest storytelling beat vague eco claims every time.
Today’s consumers are more climate-aware and climate-passionate than ever. They expect brands to act beyond performative green messaging. Visual honesty, transparency, and purpose-driven storytelling are no longer optional. They're non-negotiable.
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Yvon Lux is the editor of her Apple News channel covering lifestyle news and current events. Her “blogazine” celebrates sisterhood and empowers women by focusing on women’s health, travel, lifestyle, and entrepreneurial news while also sharing the most coveted beauty news and style stories.
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