Video Storytelling: Financial Wellness

Spotlight / Creative Spotlight
Richard Newstead
Nov 22, 2023
Relatable video storytelling is resonating with our European financial customers. While the future looks uncertain, they adapt visual strategies to better reflect the current global financial mood.
Getty Images VisualGPS research reveals that European consumers are reporting financial anxiety, with a majority believing their financial situation has worsened in the first half of this year*. This is having an impact on consumer expectations of brands with 88% looking to companies to demonstrate more empathy to daily challenges and hardship.

So, how can you select videos more mindfully that create empathetic connections and show a believable sense of reality that your audience can relate to? Set a mood with naturally lit videos with sensitive color grading and gentle camera movements that reveal a story. Showing real people in everyday moments where they appreciate smaller wins in their day‑to‑day and enjoy the simpler things in life can support relatable video storytelling.
Richard Newstead is a Creative Senior Manager at Getty Images and iStock, collaborating with a diverse range of creators and creator communities, and a highly skilled curator of differentiated visuals that elevate customers' creativity. 
*Getty Images VisualGPS consumer survey conducted in 26 countries across APAC, Europe, UAE, North America, Brazil, and LATAM. Base: 7,501 adults aged 18+ years. Data collected from April 3 to May 2, 2023.
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