Business Inclusion: Female Focus Collection
Collections /
Our Collections
Kelvin Murray
1210772118
Welcome to the Female Focus Collection.
Getty Images and NatWest are working together to create more realistic and inclusive visual representation of female entrepreneurs.
Why? We believe there is a huge opportunity to upend stereotypes around female entrepreneurship. With more authentic and inclusive representation, brands can tell stories that have not been told before, engage deeper with their audiences and show how the power of inclusive visuals can remove barriers to entry, thus inspiring future female founders. Getty Images Visual GPS1 reveals that for the majority of today's consumers, supporting small businesses is key for a diverse society. Therefore, how brands visualise entrepreneurs through an equitable and intersectional lens comes into focus.
Research commissioned by NatWest2 in conjunction with YouGov showed that female entrepreneurs have been disproportionately impacted by the coronavirus pandemic compared with men. They have been running businesses in challenging times, while often raising children of all ages or serving as caregivers themselves. Their lives and challenges are multidimensional, in every sense of the word. Yet, this richness of experience, resilience and authentic small business lives are rarely seen in advertising and business communications.
Getty Images and NatWest are working together to create more realistic and inclusive visual representation of female entrepreneurs.
Why? We believe there is a huge opportunity to upend stereotypes around female entrepreneurship. With more authentic and inclusive representation, brands can tell stories that have not been told before, engage deeper with their audiences and show how the power of inclusive visuals can remove barriers to entry, thus inspiring future female founders. Getty Images Visual GPS1 reveals that for the majority of today's consumers, supporting small businesses is key for a diverse society. Therefore, how brands visualise entrepreneurs through an equitable and intersectional lens comes into focus.
Research commissioned by NatWest2 in conjunction with YouGov showed that female entrepreneurs have been disproportionately impacted by the coronavirus pandemic compared with men. They have been running businesses in challenging times, while often raising children of all ages or serving as caregivers themselves. Their lives and challenges are multidimensional, in every sense of the word. Yet, this richness of experience, resilience and authentic small business lives are rarely seen in advertising and business communications.
People's perceptions of what is possible are often shaped by what we see. Offering representative and inclusive visuals which portrays the diversity of female entrepreneurs can challenge limiting stereotypes and empower women to create the futures they want for themselves. When we look at the female entrepreneur visual stories our customers were most likely to use in the past 12 months, they were limited in age to younger female entrepreneurs, mostly shown on their own, and only running cafes, clothing boutiques or consultancy businesses.
By conveying the everyday experiences, business challenges and relationships of real female founders, we're committed to telling a multidimensional story of female entrepreneurship, centered around everything from business and technology to caregiving of customers, colleagues and loved ones.
By conveying the everyday experiences, business challenges and relationships of real female founders, we're committed to telling a multidimensional story of female entrepreneurship, centered around everything from business and technology to caregiving of customers, colleagues and loved ones.
"People's perceptions of what is possible are often shaped by what we see.
Offering representative and inclusive visuals which portrays the diversity of female entrepreneurs can challenge limiting stereotypes and empower women to create the futures they want for themselves."
Offering representative and inclusive visuals which portrays the diversity of female entrepreneurs can challenge limiting stereotypes and empower women to create the futures they want for themselves."
That's exactly what the Female Focus Collection with over 2,600 visuals, aims to do. By featuring a wide range of NatWest's own female entrepreneur customers, this gallery authentically depicts women of all ages and backgrounds working across a diverse spectrum of industries including farming, construction, blacksmithing, recycling, sustainable business, technology and wellness, while championing the way for greater financial inclusion and success.
Visit the Immersive Exhibition in the Metaverse!
Get to know the stories behind the visuals in the Female Focus collection by visiting this virtual exhibition space built in the Metaverse3. Learn more about our featured female entrepreneurs, what drives them and how they envisage picturing their success. See how they are growing their businesses and why better representation is key.
MummyYoga founder Dr Rehana Jawadwala: “I want my daughters to grow up in a world where entrepreneurship for women doesn’t look like cast‑off men’s clothes”.
Join us on our collaborative journey for more authentic and inclusive female entrepreneurship representation!
Get to know the stories behind the visuals in the Female Focus collection by visiting this virtual exhibition space built in the Metaverse3. Learn more about our featured female entrepreneurs, what drives them and how they envisage picturing their success. See how they are growing their businesses and why better representation is key.
MummyYoga founder Dr Rehana Jawadwala: “I want my daughters to grow up in a world where entrepreneurship for women doesn’t look like cast‑off men’s clothes”.
Join us on our collaborative journey for more authentic and inclusive female entrepreneurship representation!
