Within the framework of International Earth Day, iStock has published a study that reveals that 95% of the people surveyed in Argentina personally affirm that they practice sustainable practices; this figure peaked in the spring of 2021 (at 97%), when the governments of more than 30 countries committed to reducing greenhouse gas emissions by 2030 at the Climate Leaders Summit, organized by the administration of US President Joe Biden.
Over the past two years, iStock’s creative research platform VisualGPS, a source of information that offers data and insights on the consumption of visual content, captured findings that indicated a level of consistency in the commitment of people in Argentina to have a more sustainable lifestyle, showing percentages above 90% from the summer of 2020 to 2021. This research has captured the sentiment of more than 10,000 individuals around the world every four months since November 2019.
The results showed that the recycling continues to be seen as the main way in which Argentine consumers have a positive impact on the planet (63%); followed by the reuse, repairthe buy second handthe use of organic products and make your homes are more energy efficient (54%). The least interest is focused on stop using single-use products and make decisions about transport that reduce the use of gasoline/diesel (39%). Only a few (9%) suggested joining associations or doing donations to charitable causes that support sustainability and the environment as a way to show your support and commitment to protecting the planet.
While people say they have made personal progress towards a more sustainable lifestyle, more than two-thirds (82%) say their government could do more to combat climate change, and less than a third (18%) trust their government is doing everything in its power; 74% believe that companies should take the initiative if the government does not do it enough.
“Following the launch of VisualGPS two years ago, we’ve learned that consumers expect businesses to take responsibility for improving weather conditions,” said Dr. Rebecca Swift, Global Director of Creative Insights at iStock. “Our research also shows that while consumers take some positive actions in their daily lives, they still don’t understand how important issues like global warming affect their daily lives. This presents an opportunity for small businesses and entrepreneurs show their communities their commitment to sustainability, how they can help their customers become more sustainable through their offerings, and demonstrate the benefits of living a more sustainable lifestyle.”
Communication recommendations for companies:
Rethink how we represent sustainability: Previously symbolized by polar bears, solar panels and icebergs, sustainable imagery is evolving to include new visual elements that are more impactful to the modern consumer. While images that “scream” sustainability remain popular, it’s also a good idea to include visuals that aren’t so obviously tied to the eco-friendly movement, but still have value to your most discerning customers.
Conscious and respectful decisions with the environment: studies indicate that 79% of consumers actively try to reduce the amount of plastic they use and that 53% only buy from brands that strive to be environmentally friendly. Make sure you meet modern standards of sustainability by rethinking the way you choose images and videos for each project. Include details like novel reusable materials like metal straws to convey your commitment to sustainability and show that your company or project is taking a thoughtful approach to its environmental efforts.
Help consumers overcome their current fears by projecting a sustainable future: Although 46% of consumers know they should care more about the environment, that feeling is outweighed by convenience. By using aspirational and future-oriented images, you can support your sustainable efforts and make them feel like they can have a positive impact on the world. Showcase a wide range of images showcasing environmentally friendly choices, from small lifestyle changes to industries investing in new and innovative technologies and initiatives that will lead to sustainability on a large scale. Consumers are twice as likely to agree that a brand is committed to sustainability if it shows how people work and do their part to create a more sustainable future.