“ Eco-conscious customers aren’ t just talking about sustainability; they’ re shopping with it in mind. Our research revealed 82 % of people want businesses to use their resources to improve society and the environment,” said Jacqueline Bourke, Senior Director of Creative EMEA for iStock.“ In a time when people expect businesses to step up, visual storytelling is one of the most powerful tools SMBs have to connect with customers in a real, immediate way. How you show your efforts can directly influence whether they buy from you – or scroll past.”

To help SMBs connect with today’ s ecoaware shoppers, iStock experts share

five practical visual strategies to support their goals – no matter where your business is on its sustainability journey:

1. Use real images, not clichés. Generic images of leaves and oceans don’ t say much anymore. Real, honest visuals are far more powerful than abstract concepts. Use images and videos that reflect your actual practices: recyclable materials, refill options, efforts to reduce waste, etc.

2. Show real moments, not perfect ones. People want to see how your business is making an effort, not just the final product. Share behind-the-scenes photos or short videos of your process, materials or packaging. Honest, in-the-moment content connects more than polished green claims.

3. Be clear and specific. Avoid overwhelming people with broad or vague terms. In fact, VisualGPS revealed 84 % of UK consumers can’ t confidently say what ESG even means. Instead, spotlight simple changes, like switching to biodegradable wrap or cutting plastic and show these changes in action through product images or videos that help illustrate the difference.

4. Put people at the centre. Feature your customers, your team or your local community. Use visuals that help people see how your business fits into their everyday sustainable lifestyle. Inspire action by reinforcing the idea that small, daily choices matter and that they’ re simple and accessible to adopt. iStock’ s research shows that the biggest barrier to living more sustainably is the perception that it’ s too expensive. So, when possible, highlight the value of convenience or clearly show the positive impact your product or service brings.

5. Make sustainability visible, not just stated. One product launch, one HR initiative or one green-themed campaign doesn’ t build trust, in fact it might raise red flags. Today’ s eco-friendly buyers are looking for consistency, not isolated gestures. Instead of relying on buzzwords or slogans, use visuals to show how sustainability is embedded in your business DNA. From energyefficient operations to circular packaging practices, let your audience see the everyday choices that reflect a real commitment to the environment and society.

In a market where values guide purchasing decisions, visuals have the power to make or break trust. For SMBs, showing the small, thoughtful steps they’ re taking, in a clear and honest way, will help attract today’ s ecoconscious consumers. �

Intelligent SME. tech

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