Amidst the Barbie-fever that has hit the nation this week, AI has reimagined Barbie-inspired dolls in stereotypical ‘man’ jobs, such as lorry drivers, warehouse workers and more, in a bid to tackle the stereotypes surrounding these roles, and the wider logistics industry itself.
Using state-of-the-art AI programme MidJourney, recruitment campaign Generation Logistics has recreated male-dominated roles as Barbies reimagined, as it works to encourage more women to consider roles within this sector.
This follows research that less than ¼ of all logistics workers are women, and only 13% hold leadership positions¹.
With the film exploring gender roles, the patriarchy and objectification of women, these images show that Barbie, and women, are much more than that.
Barbie can do everything. She is a strong character who never crumbles under pressure and is a problem solver; all of the qualities that are so highly valued within the logistics sector.
Bethany Windsor, Programme Manager at Generation Logistics, commented: “The logistics sector has a huge breadth of job roles and opportunities available, to women as well as men! With over 90% of the country never considering this as a career path, we’re working hard to change that, and highlight the variety of roles needed in a sector that keeps the country running.
“There are many incredible women who are pursuing successful careers within the sector, and in turn helping to tackle the stereotype of it being a ‘man’s job’. We strongly encourage women who are interested in a role that offers international travel, training and development and competitive salaries, to seriously consider this sector as an opportunity for an amazing career!”