Financial storytelling often takes an aspirational approach; however,
Americans prefer to support brands that reflect their real lives. Financial institutions must meet consumers where they are now, using authentic content reflective of their true lifestyles.
Almost half of Americans say that this past year has had a major impact on their perceptions about money.
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Source: DEI Imagery Toolkit
Source: DEI Imagery Toolkit
(Source: Getty Images Visual GPS, 2022)
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believe companies should be more empathetic to the challenges their consumers are facing.
9 in 10
7 in 10
(Source: Getty Images Visual GPS, 2022)
LGBTQ+ adults have experienced discrimination or exclusion in the financial services sector.
30%
Discrimination persists for LGBTQ+ people,
who are left out of visual storytelling.
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Diverse socioeconomic backgrounds
are rarely shown.
think it’s likely that the cost of living will exceed their means.
2/3
But visuals mostly show people in upper-middle class homes, white-collar workplaces, and luxury travel scenarios.
Different generations have different outlooks on finance.
Baby Boomers/Silent Generation are more than 2x as likely as Millennials/Gen Z to prioritize financial security.
68% of people who retired during the COVID-19 pandemic are considering going back to work (Source: CNBC).
However, just 8% of workplace visuals include seniors.
Less than 1% of visuals show LGBTQ+ people, and these focus on Pride and parents with children.
90%
of information transmitted to the brain is visual
60x
Source: Visual Teaching Alliance
faster to process visual information vs text
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