Public Relations Tactics

Getty Images Offers New Picture of Gender Roles

September 5, 2017


Stock-photo company Getty Images is launching new, curated collections intended to challenge traditional gender roles.

One collection tries to represent more inclusive beauty standards, while another, in partnership with Sheryl Sandberg’s nonprofit,, aims to break down gender stereotypes. Getty said it is working to show professional women standing on their own, instructing themselves and being experts, as Fast Company reported on Aug. 19.

“Imagery has the power to influence, inspire and challenge stereotypes,” said Lindsay Morris, senior manager of creative planning at Getty, which has a library of 200 million images. During the past year, she said, searches for images related to “women and STEM [science, technology, engineering and math]” spiked 526 percent, while image searches for “women coding” increased by 211 percent, “female programmer” by 144 percent and “women in technology” by 111 percent.

“Often in the past, imagery of women in business and technology roles [has] been framed by men,” Morris said. “Today she is confident and direct, without looking too eager to please. She looks like a leader and a force to be reckoned with.”

Getty is doing away with images of happy families from the 1950s, which often portrayed a man in a business suit and a woman in the kitchen. The company is also monitoring image searches for terms like “stay at home dad,” which have increased by 40 percent in the past year. Said Morris, “The script isn’t based on traditional gender roles anymore.” — Greg Beaubien


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