Businesses across the world have faced challenges in 2021 as they adapted to new ways of communicating through the pandemic. The Visual GPS research shows that younger generations are no longer driven by in-store experiences, as 78% of consumers now look for brands that share their values and contribute to local communities.

This provides an opportunity for small businesses to embrace technologies, especially online video, to engage with the evolving markets. Personalised experiences were also cited by 81% of respondents as a major influence of purchase decision making.

Purchasing decisions are increasingly influenced by informative online video rather than in-store experiences. The research found that 43% of Gen Z and 41% of Millennials prefer online video product demonstrations, to in person experiences.

Grant Farhall, chief product officer at Getty Images, encourages comms professionals to embrace video in the coming year. The research shows that video is the key to communicating with younger markets. Affordable stock footage can be edited to communicate a company’s values, making good video content more accessible than ever before.

Sustainability should be a priority for businesses moving into 2022, says Dr Rebecca Swift, global head of creative insights at Getty Images. Searches for keywords such as ‘environmental social governance (ESG)’ have increased by +900%, while ‘net zero’ has increased by +375%, and ‘circular economy’ by +375%. Swift says consumers now expect all brands to be transparent about their commitment to sustainability and social responsibility.

It is also important to facilitate personal connections, says Swift. There is a pent-up demand for travel with new and improved safety measures. What is now being referred to as ‘conscious travel’ whereby providers are adapting to current traveller’s needs.

Kat Hargrave, marketing creative director at Getty Images, says, brands must connect with their audiences on a human level. People are seeking representations of individuality that confront social norms. Celebrating inclusivity and individuality in visual communications is the best way to connect with audiences. Brands must recognise that the way people connect has evolved, says Hargrave.

2022 presents an opportunity for brands to be bold with their visual communications. Paul Braga, associate creative director at Getty Images, says bold backgrounds will help brands stand out and grab audience’s attention. Oversized type and graphics can help to tell a straightforward story and emphasise transparency.