Generic green stock photos are dead. Jacqueline Bourke from iStock reveals what eco-conscious shoppers want to see from small businesses instead.
What’s happening: Small businesses are struggling to connect with eco-conscious consumers despite genuine sustainability efforts, with 78% of shoppers distrusting “eco-friendly” labels due to poor visual communication strategies.
Why this matters: With 5 in 10 ANZ consumers actively choosing businesses that align with their values, visual storytelling has become the make-or-break factor in capturing this lucrative, growing market segment worth billions.
The sustainability marketing game has changed, and many small businesses are losing without realising why.
New research from iStock reveals a striking disconnect between what small businesses think eco-conscious consumers want to see, and what actually drives purchasing decisions. Despite 70% of consumers in Australia and New Zealand making conscious efforts to avoid negatively impacting the planet, a staggering 78% don’t trust products labelled as “eco-friendly.”
The problem isn’t with the sustainability efforts themselves: it’s with how they’re being communicated visually.
“Eco-conscious customers aren’t just talking about sustainability; they’re shopping with it in mind,” said Jacqueline Bourke, Senior Director of Creative EMEA for iStock. “Our research revealed 86% of people want businesses to use their resources to improve society and the environment. 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.”
The stakes couldn’t be higher. iStock’s VisualGPS research platform found that 53% of people in ANZ say they feel the effects of climate change in their daily lives, with 61% actively working to reduce their carbon footprint. Perhaps most importantly for business owners, 5 in 10 people will go out of their way to spend money with companies whose values align with their own.
Yet many small businesses are sabotaging their own efforts with outdated visual approaches.
Ditch the clichés
The biggest mistake? Falling back on generic imagery that says nothing meaningful about actual practices.
“Generic images of leaves and oceans don’t say much anymore,” the iStock research indicates. “Real, honest visuals are far more powerful than abstract concepts.”
Instead of stock photos featuring pristine nature scenes, successful businesses are showing their actual sustainable practices in action: recyclable materials, refill options, waste reduction efforts, and behind-the-scenes processes.
This shift towards authenticity addresses a critical trust gap. Australian businesses increasingly recognise sustainability as a competitive advantage, yet many struggle to communicate this effectively to consumers who’ve become sceptical of greenwashing.
Show the process, not perfection
Today’s eco-conscious shoppers want transparency over polish. They’re more interested in seeing the effort than the end result.
“People want to see how your business is making an effort, not just the final product,” according to the research. “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.”
This approach tackles another key finding: 89% of consumers can’t confidently say what ESG (Environmental, Social, and Governance) even means. Rather than overwhelming customers with complex sustainability terminology, effective visual communication focuses on simple, specific changes.
Make it human-centred
The most successful eco-marketing strategies put people at the centre of the story, not products or processes.
“Feature your customers, your team, or your local community,” the research suggests. “Use visuals that help people see how your business fits into their everyday sustainable lifestyle.”
This human-centred approach directly addresses the biggest barrier to sustainable living: cost perception. iStock’s research shows that the biggest obstacle to living more sustainably is the perception that it’s too expensive. By showing real people using sustainable products or services in everyday contexts, businesses can highlight convenience and accessibility rather than premium pricing.
Consistency builds credibility
Perhaps the most crucial insight: isolated green gestures actually damage trust rather than build it.
“One product launch, one HR initiative, or one green-themed campaign doesn’t build trust, in fact, it might raise red flags,” according to the research. “Today’s eco-friendly buyers are looking for consistency, not isolated gestures.”
This finding is particularly relevant as Australian businesses, including SMEs, are increasingly facing pressure to adopt sustainable practices as a strategic necessity for long-term success SMEs – Unlocking Sustainable Prosperity Today | 2025, with improved sustainability leading to cost reductions, enhanced regulatory compliance, and stronger brand recognition.
The bottom line
In a market where values guide purchasing decisions, visual communication has become the determining factor in whether sustainability efforts translate to sales.
“How you show your efforts can directly influence whether they buy from you or scroll past,” Bourke noted.
For small businesses navigating this landscape, the message is clear: authenticity beats aspiration, process trumps perfection, and consistency matters more than any single green initiative.
The businesses winning the eco-conscious consumer aren’t necessarily those with the most comprehensive sustainability programs: they’re the ones showing their genuine efforts in the most honest, human way possible.
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