The British Science Association (BSA) has launched its Smashing Stereotypes campaign for the sixth consecutive year, aiming to highlight the diversity of careers and people working in science, technology, engineering, and maths (STEM).
Running throughout British Science Week (7–16 March 2025), the initiative showcases individuals from underrepresented backgrounds who have forged successful careers in STEM. By sharing their stories, the campaign hopes to inspire young people to see science as a path open to all, regardless of gender, ethnicity, or disability.
Breaking barriers in STEM
This year’s campaign features Dr Sophie Meekings, a deaf scientist studying the human voice at the University of York, and Dr Nic Bonne, a visually impaired astronomer at the University of Portsmouth.
Also included is Pearl Ayem, a climate scientist working in data modelling who has challenged gender stereotypes, and Tendai Taruvinga, who transitioned from a career in civil engineering to running an African plant-based food business focused on sustainability.
The BSA hopes these stories will showcase the vast range of STEM careers and encourage young people from all backgrounds to consider a future in science.
Underrepresentation in STEM
Despite growing awareness, significant demographic imbalances remain in STEM fields:
- Women make up 27% of the STEM workforce, compared to 52% of the wider UK workforce.
- Just 11% of STEM workers have a disability, compared to 14% in other industries.
- This ‘double underrepresentation’ means that only 4% of the STEM workforce are disabled women, compared to 8% of the general workforce.
- While 12% of the STEM workforce are from ethnic minorities, these figures obscure disparities. Greater representation of Indian professionals skews the data, masking the underrepresentation of Black workers, particularly Black women and Black-African men.
- The health sector has a more diverse workforce, but fields like engineering remain significantly less representative.
BSA Chief Executive Hannah Russell said: “The issue of underrepresentation in STEM is well known, but the figures remain stark. By sharing inspiring stories from people who have overcome barriers, we hope to show that science is for everyone.”
A poll commissioned for British Science Week found that nearly 73% of UK adults believe a strong science education is crucial for young people’s future job prospects and daily lives. However, Russell emphasised the need to ensure young people from all backgrounds see STEM as a viable career path.
Encouraging industry involvement
The 2025 campaign is sponsored by Urenco, a company specialising in nuclear enrichment technology. Urenco’s Rosie Salkeld, Social Impact Lead, said: “We are proud to support Smashing Stereotypes. By showcasing diverse career opportunities, we hope to inspire the next generation of scientists and engineers.”
The campaign features interviews, short films, and photography, shared across the BSA’s website and social media channels, particularly on TikTok and Instagram. The BSA is also encouraging individuals and organisations to contribute their own content using the hashtags #SmashingStereotypes and #BSW25.
For more information on Smashing Stereotypes, visit www.britishscienceassociation.org.
