Amidst the Barbie-fever that has hit the nation after the release of the Barbie movie, Generation Logistics has used AI to reimagine Barbie-inspired dolls in stereotypical ‘male’ jobs, such as lorry drivers, warehouse workers and more. The images tackle the stereotypes surrounding these roles, and the wider logistics industry itself, as it encourages more women to consider a career within the sector.
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.
It is a common misconception that Barbie is simply a doll who likes pink, but rather she is a feminist icon extending much further than this. Acting as a role model for children and adults alike, Barbie demonstrates that she is a talented problem solver and a strong character who never crumbles under pressure – and with these qualities it is clear that she would thrive in 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 logistics 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.”