Third edition of Getty Images’ The Curve trend report shares case studies, insight on trends and changes in visual communications within the energy industry
London – 11 October, 2011: Getty Images has today announced the launch of the latest edition of The Curve, a comprehensive research paper addressing the use and future of energy, as well as its representation in imagery. In addition and for the first time, the report also includes trends emerging through video and music, in relation to this industry. The third edition of the trend paper draws on professional insight from leaders in the creative industry, in relation to marketing energy during a time of growing concerns with the environment.
The exclusive report, which took over three months to compile, uncovers fundamental changes in the consumer psyche around the environmental and financial impact of energy and energy production, as well as focusing on how energy companies are dealing with recalibrating their communication and interaction with consumers. Getty Images’ research into visual communication in the energy sector has unearthed a number of emerging trends, that highlight how energy corporations are managing the visualization of their businesses and brand. This research is supported by case studies and commentary from leading industry influencers, such as Ole Gunnar Dokka, Head of Marketing & Strategy at Statoil and Claire Kesby-Smith, Leo Burnett Sydney who is behind the Earth Hour campaign. A brief overview and selection of these trends can be found below, with a more detailed analysis available online at www.gettyimages.com/thecurve.
The Scenery
Given that energy production and consumption today is inevitably linked to environmental issues and concerns, The Curve reveals that nature as a concept is being increasingly used in the visual communication of energy industries, to demonstrate their environmental authenticity. Using images of fields, skies, forests and beaches is an effective way to engage people in conceptual thinking about energy. To support this notion, Getty Images has found that idyllic images of nature, rolling fields, unspoiled landscapes, forests, pristine beaches and coral reefs have doubled in sales over the past five years, further highlighting the energy sector’s use of nature as a concept in communication.
Hard at Work
The energy industry has always used iconic imagery around power generation in their communication, but over the past five years, Getty Images has noted a 30 per cent increase in the use of industry-related images. One area that energy companies are increasingly focusing on is alternative energy – from water, to wind, to solar. While five years ago imagery depicting wind energy was very prominent, the need has slowly moved to images reflecting solar energy, which is reflective of the solar growth trend.
Homing in on Green
One of the most prominent visual trends highlighted in The Curve is an increase in lifestyle images reflecting sustainability. While pictures of wind turbines and oil rigs remain popular, Getty Images has seen a marked 40 per cent increase in images that showcase efforts to ‘go green’ on a smaller scale – for example, images of people swapping old light bulbs for energy efficient counterparts, neighborhoods with solar paneled roofs, families drying laundry outside, rather than relying on technology.
The Future of ‘Us’
With an atmosphere of uncertainty in the Western world through challenges around population growth and climate change, it is inevitable that these issues are being reflected in the energy industry’s visual communications. With the search for belonging, people around the world are increasingly engaging in communities which exist offline as well as online, and are using all forms of social digital technology to connect. In light of this, images expressing the idea of ‘us’ have been prevalent in corporate campaigns in the energy sector, including those that capture groups of people in areas of business, sport and community service. This is a trend that Getty Images noted across other industries in the past and it is now manifesting itself in the energy sector, through an increase in images which showcase community in visual communication.
Andrew Saunders, Senior Vice President of Creative, Getty Images says: “We are very excited to be launching the third edition of The Curve and to share our insight and knowledge around the relevant trends in visual communication.”
“As a conscientious approach to the use of energy becomes more of an issue, the industry has had to respond by shifting its visual language. Companies and other organizations need to motivate consumers to change their habits on an individual level and also inspire a sense of community to stimulate changes on a global scale. The Curve’s Energy issue highlights this shift and the importance of finding visually creative ways to get consumers to connect their private energy consumption to global energy production.”
Click here to view a selection of imagery showcasing these trends.