Today’s consumers are concerned with more than just the quality and price of the items they’re purchasing — they’re gravitating toward companies committed to improving communities and society.
In fact, consulting firm Reputation Institute found that 42% of how people feel about a company is based on their perceptions of the firm’s corporate social responsibility practices. As a result, more and more brands are incorporating CSR into the framework of their business models.
But it’s not enough to just have an amazing CSR program — communicating these efforts effectively and in a way that feels authentic is equally as important. Imagery plays a huge role in how your business is perceived and can help establish a trusting relationship between you and your customers. Bill Bon, Senior Art Director at Getty Images says to look for these four attributes when selecting images to exemplify your CSR practices.
Our society is a melting pot of races, religions and backgrounds. Choose imagery that actually represents your customer base with photos that feature a wide range of people.
The importance of friends and family transcends all cultures. Use images that highlight these special bonds to show that your efforts are motivated by the same values that are central to your customers.
Your customers care where their products come from. Look for images that illustrate this perspective. This not only humanizes your company, but also allows your customers to feel more connected to your brand.
Today’s businesses, no matter the industry, operate in a global marketplace. Sometimes using conceptual imagery that doesn’t include people can appeal to consumers worldwide and be easily understood.