Getty Images has announced the expansion of its
Lean In Collection to incorporate positive gender images in an effort to disassociate itself from stereotypical stock photography. The 1191 images are available at "Signature Collection" prices of three credits.
The collection, now available on
iStock by Getty Images, is a joint project with LeanIn.org, a gender equality organisation founded by Facebook COO Sheryl Sandberg.
With marketers becoming increasingly disaffected with ‘
uninspiring’ stock imagery, Getty hopes the expansion of the collection will help brands to diversify their image banks.
The
entire collection that can be found on Gettyimages.com now comprises over 6000 images and is available in 72 countries, including the US, UK, Russia and China.
Susan Smith Ellis, CMO at Getty Images, commented: “The launch of the Lean In Collection on iStock is a story of our time. Women are increasingly taking leadership roles in enterprises large and small. Getty Images has chronicled this cultural shift.
“Over the last three years, we have seen a dramatic spike in searches for the term ‘female business executive’; a 22 times increase to be exact. The demand for these images is both indicative and important, and we are excited today to announce our commitment to expand the footprint of the Lean In Collection and place these images in the hands of a broader cross-section of users.”