Images have enormous power over how a society and its subjects see themselves reflected, to the point of changing their behavior. The media is the message, and a specific representation of a social category unconsciously influences all involved, fueling die-hard archetypes and stereotypes. In a study conducted by Brunel University in collaboration with Starling Bank, of 600 of the most popular stock images of women and men struggling with money, it emerged that the vast majority of photographs relating to the female gender depict women and money in at least a childish relationship. Pig-shaped piggy banks, coins, smiling faces as they put the nest egg aside. This is the most frequent representation of women in the relationship with money, and these are the images that are selected to illustrate articles dealing with the topic in the media. Women are depicted as domestic savers and not as investors, they are often alone in the images in which they handle money, almost always spectators in the photos in which men sign contracts or pay bills, never or almost always in business attire, and almost always depicted in circles. Inequality of representation which, as in self-fulfilling prophecies, conditions the relationship between women and finance, generating a vicious circle. Starling Bank, a British online bank founded in 2014 by a woman, Anne Boden, former COO of Allied Irish Banks and member and adviser of trade associations in the UK, has decided to take a counterattack by creating a database of free stock images to use for the representation of women in the media. A hundred photos in which different women (literally: such as age, ethnicity, religion, physical appearance, sexual orientation) handle credit cards and banknotes, pay the bill at the restaurant next to their husband and children, shop online alone or with the / the partner, sign contracts, manage activities: an important signal that comes shortly after the data of the World Economic Forum on the Global Gender Gap, according to which the economic consequences of the pandemic have further widened the inequalities between the sexes, lengthening the time calculated for achieve gender equality globally. In Italy the situation is rather stable, but certainly not rosy (and here the pun is almost due). According to data from the Pulse Pmi observatory, a survey that involved a representative sample of over 600 Italian companies between January and February of this year, only 16% of Italian SMEs are female-led, and also the presence of women in the top management has been almost static for five years now. On the other hand, the Gender Pay Gap increases compared to 2019: according to the latest Eurostat data, Italy ranks seventeenth in Europe. If we look more specifically at the world of large companies, the female presence at the top of listed companies is still close to zero (Assonime 2020 data), with a 5% CEO. And even if measures are being taken this year to get closer to true gender equality (with the pink shares in the board of directors of listed companies set at 40% for 2021), there are little incentives if it does not change the perception of the company and of the women themselves. The initiatives to favor female businesses give the idea that a “pink revolution” is underway even in male sectors of birth such as FinTech, but if we then look at the numbers by looking beyond a few isolated examples, equality is still a mirage.