VisualGPS: The latest creative trends

Stay ahead of visual creative trends with our latest reporting. Backed by data, these stories contain actionable insights that will elevate your campaigns and content, driving meaningful impact with today's consumers. Check back often as our ongoing research uncovers how sentiment and customer expectations shift over time—evolving the imagery that connects with your audience.

The latest

Happy women's rugby team on sports field
Generation Z Women in Sport › Getty Images is shining a creative spotlight on the emerging presence and influence of Generation Z women on sport.
rear view of two girls standing leaning on the metal handrail in casual clothes watching the soccer game.
Women’s Sport: Gen Z Female Fans › In recent years, the landscape of sports fandom has undergone a significant transformation, driven by the rise of authentic storytelling and the digital engagement of younger audiences. Among these, Gen Z females are emerging as a pivotal demographic, reshaping how brands and sports organisations approach women’s sports.
Networking Is Important
Unlocking the Power of the Boomer Generation › Despite their economic influence, many older adults feel invisible and misrepresented in advertising. This disconnect presents a unique chance for brands to reshape perceptions and foster genuine engagement.
Marine sports friends against Pacific Ocean
Purpose Over Happiness: The Quiet Truth of Japanese Males › Food and Beverage brands in Japan are increasingly engaging with themes of wellness. As wellness becomes a more significant value across industries, it’s important for Food & Beverage brands to align with this evolving aspiration and reflect a broader spectrum of men’s identity beyond the office.
Cheerful Woman In Wheelchair on Smartphone At Home
Visualising Smart Tech › Technology is all around us, but brands are not yet fully showcasing smart tech’s potential and benefits. Only 3% of the most popular visuals around technology show wearables or smart home devices.
Closeup of two friends commenting and giving likes on social media platform via smartphone
Generation V: Gen Z in Video › Gen Z and Millennials are the most common age groups seen in videos chosen by brands we work with. But these depictions rarely capture the full picture of who they are and what they value.
See more creative trends
Portrait of a young adult woman with futuristic glasses analyzing data while exercising outdoors
Technological Future: Global Creative Brief Awards › Aug 26, 2025 The Technological Future awards were launched to bring to light how technology plays a role in our daily lives.
Content Spotlight
Emerging Technologies
Artificial Intelligence
Tech to green transition
2025 Trends Mid-Year Check-In › Aug 20, 2025 In the fast-moving world of visual storytelling, trends rarely stay static. That’s why, at the halfway mark of 2025, we’re taking another look at three of the year’s biggest themes—generative AI, aging and representation, and sustainability.
Artificial Intelligence
Diversity, Equity and Inclusion
Environment
Robot meet human
AI Is My Best Friend › Aug 19, 2025 AI has evolved into something more complex, fostering deeper emotional connections with humans. As it continues to develop, the way it’s visually represented must keep up. Visualizing AI in an up-to-date way can help people better understand it and see how it connects to their own lives.
AMER
Artificial Intelligence
Emerging Technologies
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VisualGPS in the News

In focus? The new brand playbook for AI-powered imagery
The Drum: In focus? The new brand playbook for AI-powered imagery ›

Still wondering how AI‑generated visuals can work for your brand? This article delves into how businesses are navigating the rise of AI‑powered imagery to meet evolving consumer expectations. Backed by insights from Getty Images’ VisualGPS research, it offers a fresh perspective on when and how AI‑generated visuals can enhance your storytelling—or fall short. Featuring expert insights from Dr. Rebecca Swift, SVP of Creative, it’s a must‑read for anyone looking to innovate their brand’s approach to visual content.

Getty Images Data Emphasizes Equitable Portrayals Of Female Athletes
Forbes: Getty Images Data Emphasizes Equitable Portrayals Of Female Athletes ›

The rising visibility of female athletes and the global interest in women’s sports are reshaping visual storytelling. Informed by Getty Images’ VisualGPS research, this article explores how the power of social media has amplified the demand for authenticity and inclusivity in sports imagery. Are audiences and athletes themselves pushing for more equitable visuals? The answer is a resounding YES. Learn how Getty Images is helping brands and organizations craft authentic narratives that resonate with today’s consumers in this piece featuring insights from Jacqueline Bourke, Senior Director of Creative at Getty Images.

From TikTok to TV: Inside Australia’s Paralympics push in Paris
Forbes Australia: From TikTok to TV: Inside Australia’s Paralympics push in Paris ›

Did you know 69% of younger Australians are calling for equal media coverage of disabled athletes? This compelling stat from Getty Images’ VisualGPS research, highlights a powerful cultural shift in support of the Paralympic movement. Kate Rourke, Getty Images’ Director of Creative for APAC, shares how brands can use these insights to create more inclusive and impactful content that authentically represents disability—not just during the Paralympics, but across all media platforms. From TikTok trends to TV campaigns, discover how this movement is shaping the future of sports storytelling.