The data from global source of visual content and image provider revealed its customer download data, which shows UK brands and businesses still rely on out-dated gender stereotypes.

Commonly use images showed mothers juggling working from home with childcare and domestic chores, while those of men showed them alone with computers.

Data gathered for Visual GPS, the in-house research initiative at iStock, found that misrepresentation in and gender bias in visual comms affects 52% of women.

“That our most downloaded visual stories of these scenarios disproportionately show women as primary caregivers in domestic or childcare roles tells us UK brands and businesses still have a long way to go in supporting gender equality in the workplace and at home,” says Jacqueline Bourke, director of creative insights at iStock.

iStock calls for communications and PR teams to authentically represent the many different people that take on the role of caregiver.

Banner image by filadendron/iStock.