In the month we celebrate Earth Day, VisualGPS, the Getty Images research platform analyzed consumer attitudes and expectations regarding the role of brands in environmental conversations. Brazil, with one of the largest forests in the world, records that three in five people fear the scenario in the coming years in light of the latest climate changes.
In the country, recent commitments made by the president of Brazil, Luiz Inácio Lula da Silva, and the president of France, Emmanuel Macron, to raise an investment fund over the next four years to protect the Amazon forest were released and raised discussions about the environment once again. With terms like “green marketing” and “eco-friendly”, brands are expected by consumers to take a stand and implement real environmental initiatives that have a positive impact and help individuals achieve their own sustainability goals.
Known as “the lungs of the world”, the Amazon Rainforest plays a key role in absorbing carbon dioxide and stabilizing global climate patterns. However, in recent years there has been a worrying increase in rates of deforestation, catastrophic fires and droughts.
To understand the Brazilian scenario, according to the survey, 7 out of 10 people expressed concern that global warming would become a bigger problem. Despite growing awareness of the climate crisis, Getty Images Creative Content Director Renata Simões comments that Brazilian companies have the opportunity to increase the impact of their environmental, social and governance (ESG) initiatives by visually presenting their efforts sustainable conservation in a way that truly resonates with Brazilian consumers. Natura’s advertising campaigns, for example, are references in the representation of Brazilian fauna and flora. To promote the Ekos line, the cosmetics company ran the ‘Welcome to the E era’ campaign with authentic visuals: use of vibrant colors, respect for the cultural context and real images of forests.
“We observed that Brazilian companies often rely on the old discourse of promoting a ‘green life’ initiative through conceptual images of people holding plants, symbolizing concern for the future of the planet. However, these visual concepts lack impact, especially when there is such a critical issue to be addressed right in our own backyard. Brazilian companies can provoke a more significant response from consumers by selecting visual resources that reflect real actions, including those specific to addressing the issue of deforestation in the Amazon”, highlighted Renata.
Building on increased awareness of the finite nature of natural resources, Getty Images search and download trends also reflect companies’ interest in promoting environmentally friendly energy visuals. Searches for terms such as “solar energy”, “solar panel”, “green energy” or “renewable energy” also increased considerably last year. However, according to Simões, this interest in sustainable energy alternatives is represented by Brazilian brands and companies to a limited extent.
The most common visual representations often feature young people engaging in ecological practices, neglecting older adults. Furthermore, instead of showing everyday contributions to caring for the environment, such as recycling plastic bottles or transitioning to environmentally friendly internal energy, companies often opt for abstract conceptual images to represent energy. According to the Getty Images expert, tangible actions, such as the practical use of a reusable bottle or an LED lamp, are more attractive visual concepts than abstract images or videos of a growing seed, for example.
Other research indicates that Brazilian consumers prefer companies to use sustainable packaging, employ clean manufacturing practices and educate people on best practices to minimize their environmental impact. To effectively communicate these sustainable practices to Brazilians, the expert emphasized that statements that defend environmental awareness will become ineffective if they are not accompanied by a concrete visual narrative, a storytelling that can serve as an example for brands and companies.
*Cover photo: Disclosure/Getty Images
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