Imagery used in ESG communications tend to have optimistic visual themes of greenery and progress. But ‘feel good’ imagery is not always the best way to communicate with audiences who are increasingly sceptical of corporate claims. Visuals need to be aligned to key messages and be realistic about the substance, while overused images should be avoided.

Avoiding cliché imagery

Lush forests, children smiling in a field, hills filled with wind turbines. It is highly likely that you have seen these common pictures on the cover of ESG reports for a range of firms. But given increased focus on the achievement of climate targets, stakeholders are looking deeper into ESG reporting and content to test the claims being made. Depending on the context, chosen imagery may begin to look out of touch or inappropriate. There are several reasons for this:

A number of high-profile greenwashing cases have left audiences inclined to be initially sceptical of positive claims or images being seen as pure marketing.
Images that are overly cheerful in tone, or even claim success, may detract from the reality of the situation – carbon emissions targets are tight, and it is going to take a tremendous and ongoing effort to undergo broad green transformation.
Cliched imagery often does not properly convey the complexity behind the initiatives and efforts that the company wants to express.

The benefits of assessing visuals

There are no hard and fast rules on the use of imagery beyond common sense and ensuring the communications aim is clear. It is important to gauge the tone of an ESG content piece and select an image that is appropriate and truly reflects the messaging.

Impact will be severely diminished by misrepresentation. For example, an oil company putting an image of wind farms set upon green fields on the front page of their ESG report – could be viewed cynically compared to a more realistic image like power storage.

First impressions will be generated by the image and its quality will make a difference to how this is received.

How a communication lens can help

From a communications point of view, the following tips can help with assessing images to get the most impact from your ESG materials:

Look to understand the recent general sentiment. Researching coverage on the ESG topic you are promoting can help filter out unsuitable images.
Think about what your audience needs to see, not just what they want to see. For example, if a shipping company needs years of transitionary financing to make realistic changes, consider an image that does not seem overly positive.
Ensure the tone of the content is aligned with the image. If there has been good progress on a number of fields, the image should be positive. If there is a lot more progress needed ahead, consider a neutral image detailing the path.

Paradigm can help you with clear and brand driven ESG communications and imagery. Get in touch with us to start the conversation.

How imagery can undermine your ESG efforts