Images of cyclists online lack diversity and may potentially contribute to "excluding many people from choosing cycling as an alternative form of transport", a charity has argued.
The analysis, commissioned by climate charity Possible and first reported by Forbes transport journalist Carlton Reid, saw the University of Westminster's Active Travel Academy in London look at 100 photos of "family cycling" from Google Images.
In general, it was found that images displayed "implicitly heterosexual-type nuclear families" and "there was a lack of diversity of representation in terms of disability, body size, and ethnicity", with the majority showing white, slim, non-disabled people riding in the countryside, away from urban areas.
Possible argues the lack of diversity could impact "those who don't see themselves" from thinking that cycling is for them, potentially "excluding many people from choosing cycling as an alternative form of transport".
"Those who don't see themselves in those images or who live in built-up areas may feel as if cycling is not for them because they are not also white, slim, or able-bodied and do not have widespread access to green spaces and calmer roads on which to cycle," Possible suggested.
The research concludes: "While inevitably limited (and only representing one facet of under-representation), the results are important and should raise concern about the narrowness of some of this representation. Specifically, there is a need for authorities and other organisations to widen the range of images that they use to show 'family cycling', which may well include generating and sharing their own images."
It was also suggested that Active Travel England "could take responsibility for sourcing and sharing a wider variety of such images, including those featuring people with larger bodies, different family structures, and more ethnic minority people cycling in locations that are clearly within the UK".
Last year, the Bicycle Association published the insights of its research into diversity in the cycling industry, releasing a report which said the senior leaders are "overwhelmingly white, heterosexual men", as well as noting "widespread experience of unfair treatment, including harassment".
That followed the Association, several months earlier urging the bike industry to change if it wants to grow and reach new customers.
The report found that women hold just eight per cent of cycle workshop roles, 19 per cent of customer-facing roles, and 40 per cent of the industry's administrative roles – though only a small handful of those have progressed to senior leadership positions.
Over 90 per cent of women face barriers to both entering and progressing within the sports industry, citing issues as discrimination, harassment, a lack of role models, difficulty finding a work-life balance, and a lack of training and targeted recruitment among the key "blockers" to progress.
Though no official data for the cycling industry exists at the moment, the report also noted that, anecdotally, Black, Asian, or people from ethnic minorities are underrepresented in the sector, as are individuals from low socio-economic backgrounds or with disabilities. There is also a lack of LGBTQ+ people joining or leading the UK bike industry, the report said.