Take a stand!
Photography can do more than just produce beautiful images

With the daily flood of images on social and digital media, even photographers can sometimes feel oversaturated. But it is precisely in this mass that works stand out that offer more: a statement, a story or a second level that makes you think. In young photography in particular, we see more attitude – a way of using the camera to take a stand and consciously address issues of personal or social relevance. Competitions and sponsorship projects give newcomers a stage to show their individual perspective and creative power in their photographic work. Use these platforms to take a stand through your lens that has an impact beyond the images. Make social and societal issues your business.

Most commercial photography is about presenting products or services in a way that triggers an impulse to buy. But times are changing: what is truly memorable are images that are not only aesthetically pleasing, but also tell a story or convey a message. Photography in advertising is moving in the direction of greater authenticity and more substance. That is because customers no longer just want a positive, glossy world, they want real stories and honest images. Especially in the age of AI. This is where photographic concepts that tap into social or cultural trends can make a difference and add new depth to the world of advertising.

The power of photography unfolds when it expresses an attitude. But attitude is not a rigid concept – it can be expressed in many kinds of photography, be it social reportage or fashion. A Hamburg photographer who specialises in photographing sustainable, ecological fashion because she personally rejects conventional clothing and its production conditions is showing attitude. A Berlin photographer who specialises in housing shortages, care, old age and homelessness and puts his finger on these issues is also showing attitude. And a Bavarian photographer who has been certified in and has since cultivated a sustainable way of working, working with clients who offer sustainable products or services.

As a photographer, you can attract clients who share your values by choosing your subjects and topics carefully.

Sustainability is more than just a buzzword, even in photography. Since 2023, the Felix Schoeller Photo Award has dedicated a separate category to the topic of sustainability in order to honour works that document and reflect on the challenges of our time. In their projects, young photographic talents deal intensively with issues relating to the environment, urban development and social responsibility – topics such as light pollution or defensive architecture in urban spaces provide an insight into the conflicts in our society. For all photographers, this can mean working not just with technique and aesthetics, but also with a message for a sustainable future that resonates emotionally and makes you think.

Walter Schels, a renowned portrait photographer, once said: "The essence of the image is subjective". It is this subjectivity that makes photography such a powerful tool - an image can enlighten, provoke or inspire, depending on the message the photographer wants to convey. If you stand behind the camera with a strong inner conviction, you can tell your own story and leave an impression. A photographic work is all the more valuable when it touches the viewer on a personal level and inspires them to think further. The future of photography therefore lies not only in technology and aesthetics, but also in the attitude and creativity of its makers.