Consumer tech companies that are serious about attracting more women and people from minority groups into their workforce might want to revisit the video advertisements featured on their websites. Although these ads do not explicitly discourage women and girls, or people of color, from pursuing the fields of computer science, they do little to present technologies as accessible to those who do not fit the dominant white male ideal. This is according to Subriena Persaud of George Mason University in the US, lead author of a study in Springer’s journal Gender Issues that analyzed how gender, race and age are portrayed in the videos of nine major consumer technology companies.