iStock, the leading platform for marketplace that provides visual content premium for small and medium-sized businesses, released a practical guide to help companies effectively communicate and connect with their audiences through authentic visual representation of wellness and self-care.
According to iStock’s VisualGPS survey, 9 out of 10 people believe that physical and emotional health are equally important. The survey followed the change in post-pandemic mindset and directed beyond physical health. Three years after the start of the pandemic, people around the world continue to reshape the concept of holistic wellness and put it first.
iStock’s VisualGPS findings reflect a tracking of Brazilian consumer sentiment over the last three years about the mindset shift towards a more comprehensive approach to wellness. The survey revealed that, when asked about Brazilians’ life priorities, work/life balance went from 5th to 1st place, from 2021 to 2022.
The visual experts at iStock say the pandemic has had a profound impact on how wellness was represented and how it must be visualized to engage audiences in an authentic and relevant way.
“Since the launch of VisualGPS three years ago, we have been able to follow how the visual concept of well-being has evolved along with people’s expectations. Before the pandemic, the most popular visual representations of wellness focused primarily on building physical fitness with elite behaviors such as yoga classes at resorts spas or expensive gyms. During the pandemic, the concept of health evolved into a social and emotional issue in which accessibility to well-being was vital for everyone, with mental health at the center of attention”, comments the vice president of Creative Insights da iStock, Dra. Rebecca Swift.
More recently, the desire for self-care remains important, but people continue to reimagine exactly what holistic wellness really means to them. iStock’s VisualGPS findings revealed that the concept of togetherness is now one of the most important values for Brazilians: 47% consider meeting with family and friends as well-being.
Furthermore, the findings show that younger generations believe maintaining a healthy lifestyle is a priority, with 91% of Brazilians Millenials it’s yes Gen Z planning to have daily wellness practices. Even Generation Alpha, the so-called “new old fashioned,” is valuing family time more than playing and spending time outdoors, despite their great technological skills.
Check out tips from iStock’s visual experts to learn how companies can incorporate into their marketing materials marketing and advertising, these self-care visual trends, and thus effectively and authentically represent holistic well-being.
#1 Unity is well-being
Only 1 in 10 images used by companies show interaction with friends and family. To make well-being tangible, show images and videos of people that demonstrate real relationships, such as the power of friendship, bonding, mindfulness and self-reflection. Keep in mind that nothing nurtures emotional health like celebrating with the people we love.
#2 Health as a lifestyle
To underscore wellness as a lifestyle, small and medium-sized businesses can describe it as an ongoing journey rather than a destination. Show the possibility of small, intentional changes in everyday life. Think of images that show your audience actively seeking to manage their emotions, create productive habits and achieve more results in social interactions. Prioritize images and videos that show activities that reduce stress or help you make intentional decisions to achieve your goals.
#3 Authentically portray physical health
One of the most common visual representations of well-being is physical exercise, most often shown through walking, running or yoga. Individual wellness predominates in most visual representations, as only 1% of wellness images and videos used by brands feature a team sport. Well-being, therefore, is shown as a solitary and not community-based activity. In addition, individual wellness visuals favor the youngest. In fact, less than 15% of visual representations of physical well-being depict older adults. However, according to VisualGPS data, visuals that show people of different ages playing a sport are the ones that most engage consumers. Well-being can best be represented by showing a group of adults playing a sport together rather than in isolation.
#4 Conscious technologies that matter
VisualGPS data shows that nearly 86% of Millenials are excited about the impact technology has on well-being, such as using meditation apps and fitness trackers. Today, even the fitness devices that serve as a reminder and motivation to exercise are adapting their functionality to meet a broader understanding of wellness. With this in mind, when selecting visual content, consider how technological devices are purposefully being applied in settings such as sports and leisure, and how technology can empower us to monitor our health and well-being. Think of scenarios that show technological devices being used to support physical well-being. However, also think about the times when people turn to technology to relax, such as using a meditation app, tracking sleep, or simply listening to music.
#5 Less bem-estar aspirational
While the aspirational visual narrative around wellness has worked historically, 70% of Brazilians now prefer to buy from companies whose values align with their own. There is a huge opportunity for small and medium-sized businesses to connect through more holistic visual narratives of wellness, showing real people reaping the emotional and social rewards as a fundamental aspect of wellness. Consider images and videos that seem candid and show people you may encounter in your daily life, including people from different social backgrounds. Show them interacting in communities and portray them in various identity intersections such as age, gender identity, gender expression, sexual orientation, disability or body types.
To find more images and videos related to wellness, click here and visit iStock.
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