According to Getty Images’ Visual GPS survey, 76% of boomers who have felt discriminated against said it was due to age. In this episode, Kirstin and her guest will discuss how brands can better connect with consumers over 50 by showcasing depictions of older people living full and meaningful lives.
We live in an increasingly visual world, which means selecting the perfect images, videos, or illustrations can mean the difference between connecting with your audience or simply being overlooked. In an effort to guide brands and marketers on how to use imagery to their advantage, Getty Images’ Creative Insights team launched its landmark Visual GPS report earlier this year, which examines the driving forces that influence consumer engagement and purchasing behavior across geographies, generations, gender and employment. In this series, Kirstin Benson, Global Vice President of Entertainment at Getty Images, will facilitate in-depth Q&A discussions with various guests, including Gettys’ Heads of Creative Insights, Dr. Rebecca Swift and Tristen Norman. Kirstin will lead discussions on key findings from the Visual GPS report, and most importantly how those findings should be used in practice when selecting imagery to drive meaningful business results. The first season will focus on “Realness” and the episodes will cover everything from women in sports to body positivity and inclusive beauty.