Jaguar Land Rover and Getty Images have announced a partnership to highlight the need for a more realistic visual representation of women who work in engineering.
New data released by Getty Images shows that web traffic for imagery showing women in engineering careers is significantly increasing, with the number of people searching “women + STEM” imagery rising by 526 per cent in the past year.
The images have been made available for editorial use as Jaguar Land Rover and Getty Images work towards building a body of imagery which authentically depicts female engineers at work.
Fiona Pargeter, global PR communications director at Jaguar Land Rover, said the company has always championed women in the car business and is committed to inspiring more girls and women to consider careers in engineering and manufacturing.
“Our female workforce has grown from 9 to 11 per cent over the past four years due to our focused STEM initiatives, but this is still far too low,” she said.
“Businesses being proactive about using realistic imagery is one of the many ways that we can attract the bright minds we need into STEM careers.”
Rebecca Swift, director creative insight at Getty Images, said the company is a passionate advocate for the realistic representation of women through imagery, and is proud to be leading the visual industry in the creation and promotion of powerful, relevant imagery which celebrates diversity and authenticity in every area of life.
“Over the last year, we have seen a dramatic spike in interest for imagery showing female engineers at work,” she said.
“Images have the power to make and break gender clichés, so the demand for these images is both indicative and important.
“We have an opportunity to change the visual language around STEM for the better, so we are excited to be partnering with Jaguar Land Rover, who are also committed to expanding the availability of images representing the realities of a modern-day engineering career for women.”
Michelle Mortiboys, vehicle line director for Jaguar Land Rover’s Special Vehicle Operations division, said the automotive giant needs the diversity of skills that women bring to ensure it thrives and maintains its competitive edge for years to come.
“It is well known that gender diversification in business is not just healthy culturally, but also propels progressiveness and innovation,” she said.
“Our partnership with Getty Images is not just about recruiting women into engineering – it’s a small part of the work that needs to be done to upscale female employees in the automotive sector as a whole.”
Jaguar Land Rover has called for other leading manufacturers to follow suit by reassessing and updating their visual portrayal of women in STEM careers in a bid to increase the number of women applying for STEM jobs.