Since 2008 Getty Images has noticed some change in the kind of images financial service providers are using.
They are using more pictures of women who are now frequently the primary money-makers and decision-makers in their households. Contemporary females are shown looking empowered, relaxed, and balancing many roles.
People are reassessing what wealth really means. Is it about owning a home, or the milestones one celebrates in the home? Is it about accumulating tons of stuff, or enjoying new experiences? Is it about what you buy, or how you can contribute? Getty says they are seeing lots of messaging around themes like “living life with meaning,” and “stopping to really appreciate the basics.”
There is a focus on small businesses and ethical business practices. They are trying to rebuild trust with images that show they “listen to customers needs,” “treat employees well,” and “have ethical business practices.” Depictions of aspiration and conspicuous wealth have disappeared.
For more on these themes and to see some samples of images that have been used go here