Report on Consumer Perspectives and Corporate Sustainability in Relation to Sustainable Development Goals (SDGs)

Overview of Consumer Attitudes Toward Climate Change and Corporate Responsibility

1. According to a June report by Getty Images, 69% of global consumers acknowledge that climate change directly impacts their daily lives, highlighting a significant concern aligned with SDG 13 (Climate Action).
2. Furthermore, 86% of consumers believe that businesses should allocate resources to improve society and the environment, reflecting expectations consistent with SDG 12 (Responsible Consumption and Production) and SDG 8 (Decent Work and Economic Growth).
3. Surveys conducted between July 2022 and July 2024, involving 5,300 to 7,000 respondents worldwide, reveal that 82% of consumers demand clear Environmental, Social, and Governance (ESG) guidelines and practices from companies.
4. Despite this, two-thirds of consumers express skepticism regarding the genuine commitment of companies to sustainability, underscoring challenges in achieving SDG 16 (Peace, Justice and Strong Institutions) through transparency and accountability.

Consumer Preferences in Corporate Visual Communications and Marketing

• 81% of consumers prefer transparent and realistic imagery that directly depicts the environmental effects of climate change, supporting SDG 13 (Climate Action).
• 55% of consumers favor messaging that focuses on the consequences of inaction rather than aspirational optimism, emphasizing the urgency of sustainable development.

Insights on the Evolution of Sustainability Representation and Consumer Expectations

Shifts in Visual Representation of Sustainability

The report identifies a transformation in sustainability imagery over the past two decades:

• In 2006, symbols such as polar bears on receding ice caps were prevalent, illustrating early awareness of climate change impacts.
• Between 2018 and 2022, depictions shifted toward direct climate impacts including floods, fires, and displacement, aligning with SDG 11 (Sustainable Cities and Communities) and SDG 15 (Life on Land).
• Recently, brands have adopted “greenhushing,” using abstract visuals to signal sustainability without explicit claims, an approach aimed at avoiding accusations of greenwashing.

Consumer Demand for Transparency and Action

1. 75% of consumers want visuals that demonstrate how companies and governments are actively addressing climate change, reinforcing the importance of SDG 13 (Climate Action) and SDG 17 (Partnerships for the Goals).
2. Climate change is ranked as the most critical global issue by consumers, with 95% expressing concern about the environmental crisis.
3. However, 76% of respondents are wary of greenwashing, perceiving “green” labeled products and services as marketing tactics rather than genuine efforts, highlighting the need for corporate integrity and SDG 12 (Responsible Consumption and Production).

Corporate Sustainability Amid Economic and Cultural Dynamics

Rebecca Swift, Senior Vice President of Creative at Getty Images, noted that commercial focus on sustainability tends to surge during cultural urgency and recede under economic pressure. Despite current pullbacks, consumer expectations for corporate sustainability leadership remain louder and more urgent than ever, emphasizing the ongoing relevance of SDG 8 (Decent Work and Economic Growth) and SDG 16 (Peace, Justice and Strong Institutions).

Role of Artificial Intelligence (AI) in Climate Solutions

• The report indicates optimism among consumers regarding AI’s potential to aid the climate crisis, with 83% believing in its positive impact.
• Consumers expect AI to contribute through:
  • Personalized learning (43%)
  • Energy efficiency (41%)
  • Climate prediction (40%)
• Given AI’s substantial carbon footprint, companies are advised to acknowledge its environmental impact in visual portrayals of AI-powered climate solutions, aligning with SDG 9 (Industry, Innovation and Infrastructure) and SDG 13 (Climate Action).

Trends in Sustainability-Related Visual Content Searches

The report highlights evolving search trends on the Getty Images platform:

• Searches for “sustainability” decreased by 21% in 2024 compared to 2023.
• Searches for “environmental conservation” increased by 12%, reflecting growing interest in SDG 15 (Life on Land).
• Searches related to renewable energy, including “energy efficiency,” “energy transition,” and “hydrogen energy,” have risen, supporting SDG 7 (Affordable and Clean Energy).
• Visuals depicting green technology have increased by 300% over the last decade, indicating heightened awareness and engagement with sustainable innovation.

Conclusion

This report underscores the critical role of Sustainable Development Goals in shaping consumer expectations and corporate sustainability practices. It highlights the necessity for transparent communication, genuine commitment to environmental and social governance, and the integration of innovative technologies such as AI to address climate change effectively. Businesses are encouraged to align their strategies with the SDGs to meet the growing demand for responsible and impactful sustainability initiatives.

1. Sustainable Development Goals (SDGs) Addressed or Connected

1. SDG 13: Climate Action
   • The article emphasizes consumer concern about climate change and the expectation for businesses and governments to act on climate issues.
   • Visual representation of climate impacts such as floods, fires, and displacement are highlighted.
2. SDG 12: Responsible Consumption and Production
   • Consumers demand transparency and realistic imagery regarding sustainability efforts, reflecting responsible marketing and production practices.
   • Concerns about greenwashing and greenhushing indicate the need for responsible communication and production.
3. SDG 7: Affordable and Clean Energy
   • Increased search interest in renewable energy terms such as “energy efficiency,” “energy transition,” and “hydrogen energy” suggests relevance to clean energy goals.
4. SDG 9: Industry, Innovation, and Infrastructure
   • Use of artificial intelligence (AI) for climate prediction, energy efficiency, and personalized learning reflects innovation for sustainable development.
5. SDG 15: Life on Land
   • Increased interest in “environmental conservation” aligns with the protection and restoration of terrestrial ecosystems.

2. Specific Targets Under Those SDGs Identified

1. SDG 13: Climate Action
   • Target 13.1: Strengthen resilience and adaptive capacity to climate-related hazards and natural disasters.
   • Target 13.3: Improve education, awareness-raising and human and institutional capacity on climate change mitigation and adaptation.
2. SDG 12: Responsible Consumption and Production
   • Target 12.6: Encourage companies to adopt sustainable practices and sustainability reporting.
   • Target 12.8: Ensure that people have relevant information and awareness for sustainable development and lifestyles.
3. SDG 7: Affordable and Clean Energy
   • Target 7.2: Increase substantially the share of renewable energy in the global energy mix.
   • Target 7.3: Double the global rate of improvement in energy efficiency.
4. SDG 9: Industry, Innovation, and Infrastructure
   • Target 9.5: Enhance scientific research, upgrade technological capabilities of industrial sectors, including clean and environmentally sound technologies.
5. SDG 15: Life on Land
   • Target 15.1: Ensure the conservation, restoration and sustainable use of terrestrial and inland freshwater ecosystems.

3. Indicators Mentioned or Implied to Measure Progress

1. Consumer Perception and Behavior Indicators
   • Percentage of consumers who believe climate change affects their daily lives (69%).
   • Percentage of consumers expecting businesses to improve society and environment (86%).
   • Percentage of consumers wanting clear ESG guidelines and practices from companies (82%).
   • Percentage of consumers doubting genuine corporate commitment to sustainability (approx. 66%).
   • Percentage of consumers wary of greenwashing (76%).
2. Visual Communication Indicators
   • Percentage of consumers wanting transparent and realistic imagery showing environmental effects (81%).
   • Percentage of consumers wanting visuals showing how companies and governments address climate change (75%).
3. Search and Interest Trends
   • Change in search frequency for terms like “sustainability” (-21%), “environmental conservation” (+12%), and renewable energy-related terms (increased).
   • Increase in visuals depicting green technology by 300% over 10 years.
4. AI Impact Indicators
   • Percentage of consumers believing AI can help with climate crisis (83%).
   • Expected positive impacts of AI in personalized learning (43%), energy efficiency (41%), and climate prediction (40%).

4. Table of SDGs, Targets, and Indicators

Source: esgdive.com