Jacqueline Bourke, Senior Director of Creative Content at Getty Images
As we enter a new year, lists of resolutions are being drawn and future objectives set out. Alongside the usual resolutions related to travel, fitness and health, one thing continues to pervade our goals year after year: money.
Data from Getty Images’ Visual GPS platform shows that for almost half (46%) of people in the UK, becoming financially independent is their number one aspiration for the next two years. However, amidst growing political and economic instability, it can feel as though true financial security remains out of reach for many.
This creates a powerful opportunity for financial services companies to step forward, not just as providers of products, but as true partners. By using smart, strategic visual branding, they can clearly show how they are there to support customers at every step of their financial journey.
Feeling the pinch
While Brits may be dreaming big for their future finances, various anxieties about what lies ahead are making goals seem less attainable. Two-thirds of people think that inflation will make everyday necessities unaffordable, while the rising costs of goods and services and energy worries are among the top concerns shaping Brits’ worldview.
As expected, anxieties around personal finances are most pressing for those in low-income groups, with 59% of people in low-income households reporting having a pessimistic financial outlook. However, in a time of uncertainty, the goal of financial security is universal – 56% of higher earners name financial security as a primary focus for the next three years and 59% from low-income groups share this objective.
Meeting customers in the here and now
With such a range of macro-economic concerns, how do brands break through this pessimism to speak to their customers’ day-to-day financial needs? While financial independence is the ultimate goal, it often feels like an unattainable one. To bridge this gap, brands can use their visual storytelling to meet their customers in the present and support them in facing their current financial concerns.
Customers looking to improve their current financial wellness do not want to be overloaded with images of distant aspirations. Flashy visuals of new cars, new houses and material possessions will feel unattainable and could alienate those feeling overwhelmed by their current bank balance. With 56% of Brits reporting anxiety about the future, the most effective visuals are often the most mundane.
Consider using relatable visuals of everyday pleasures, such as a person walking their dog, friends having a laugh together or cooking a favourite meal. By using visuals focused on human connection and empathy, you ground your brand’s products in the “now”, equipping your customers with the confidence to tackle their financial concerns today and work towards their future objectives.
There is an opportunity for financial services brands to step away from visuals that focus on future aspirations—new homes, new cars, material possessions. Instead, why not show financial wellness through relatable visuals of everyday pleasures such as strolling through the park, cooking a favourite meal or enjoying each other’s company. By focusing on empathy and human connection, brands can show that financial wellness is not just a future goal—it’s also a present reality. After all, the best investments consumers want to make is in the moments that make them appreciate life today.
Trust is the ultimate currency
With 97% of Brits agreeing that authenticity is essential to building brand trust, it’s clear that in an industry where trust is the most valuable currency, authenticity must sit at the heart of every financial services brand’s visual strategy.
Audiences value truthful and authentic visuals and can spot imagery that feels overly contrived. Two thirds of Brits say that advertising that shows a wide range of behaviours and personalities makes them feel more connected to a brand. This sentiment is especially strong among younger demographics, with 83% of Gen Z and Millennial consumers holding this view.
As personal finance is inherently individual, brands can consider how to utilise personalisation to build authentic relationships with each distinct customer. While AI can help brands explore personalisation at scale, AI-generated imagery should be handled with care. 52% of people globally believe AI-generated content can’t be authentic because it lacks human touch, imperfection, and ethical judgment. AI-generated imagery is best for abstract, non-people imagery; for human-centred storytelling, stick to human-shot imagery that feels lived-in and real and is therefore most effective at building emotional engagement.
In the current climate of uncertainty, the challenge for financial brands lies in bridging the gap between today’s anxiety and tomorrow’s aspirations for their customers. By prioritising relatable, empathetic visuals anchored in the present, brands can move beyond transactional relationships and build genuine trust with their customers.
