How can brands recognise the very important role that visual content plays in the real world?
- Written by: Kate Rourke, Director, Head of Creative for Asia Pacific at Getty Images
For nearly three decades, Getty Images and iStock have developed unparalleled expertise in understanding the impact of visual content on our world. During this time, one truth has become clear: visual content profoundly shapes how people across all demographics—regardless of age, origin, or gender—perceive themselves and the world around them.
Our visual research platform, VisualGPS, underscores this reality. Its recent consumer sentiment research reveals that nearly half (49%) of respondents in ANZ feel social media worsens their mental health. For Gen Z, this percentage rises to 65%. This insight is vital for brands aiming to understand the critical role visual content plays in influencing societal attitudes and individual well-being through social media content.
The potential social media ban has sparked an overdue conversation, presenting brands with a unique opportunity to rethink how genuine emotions are portrayed—not just on social media but across all platforms and touchpoints. By embracing authenticity, brands of all sizes can craft visual content that contributes to a healthier, more positive online environment. In doing so, they will not only help brands build deeper, more meaningful connections with younger audiences but also positively impact their mental health.
How can brands counter the negative effects of social media on mental health to prioritise authentic and positive visual content?
Our VisualGPS research paints a complex picture of social media—a "Social Media Conundrum." On one hand, 83% of Australians say they don’t trust social media to present real or accurate content, and as I established before nearly half feel it negatively impacts their mental health. Yet, on the other hand, 60% say social media helps them feel less alone, and the other half —especially Gen Z and Millennials (54%)—credit it with supporting their mental well-being. Add to this the fact that while 89% believe tech platforms need to do more to monitor content, a majority (53%) also think it’s users, not the platforms, who are driving harmful behaviours.
What does this tell us? Consumers are not entirely disillusioned with social media—they still see its potential for connection and support, but they want it without the negative side effects. For brands and small businesses, this is an opportunity to step in, rebuild trust, and set a new standard for how visual content can create meaningful, positive impact.
At its heart, rebuilding trust begins with authenticity. Today’s consumers are drawn to content that feels real—visuals that reflect life as it is, not as it’s idealised to be. They want to see diverse perspectives, genuine emotions, and relatable stories. Social media has often failed to represent the full spectrum of human experience, but brands have the power to change that narrative. By prioritising diversity—in age, culture, body type, gender identity, and more—they can ensure audiences feel seen, heard, and valued.
Ultimately, this conundrum is not just a challenge—it’s a call to action. Brands have the ability to transform the social media experience by prioritising visual content that is honest, inclusive, and deeply human.
What will the social media ban mean for small business owners and decision makers?
The implications of a potential social media ban for small business owners remain uncertain until more details emerge in mid-2025, following the trial of age-assurance technology. But one thing is clear: as social media regulations evolve, the ethical use of visual content must take center stage. Small businesses have a unique opportunity to lead by example, crafting visuals that are not only inclusive and culturally sensitive but also build trust with younger audiences and their guardians.
This shift comes at a pivotal time when text-to-image AI tools are reshaping content creation. For small businesses, these tools offer incredible potential to boost creativity and efficiency. However, it’s critical to use them intentionally—to produce unique and impactful content rather than perpetuating the unrealistic standards that have plagued social media for so long.
Transparency will be essential in adapting to these changes. With 87% of people supporting the labeling of AI-generated images, businesses should clearly identify such content ensuring their audience knows what they’re seeing and fostering trust in the process. Moreover, choosing text-to-image AI tools that rely on ethically sourced, commercially safe datasets will help brands maintain integrity while staying ahead in a rapidly changing digital landscape.
