In 2007, the top-selling i m age for the search term “woman” in Getty Image’s library of stock photography was a naked woman lying on a bed, gazing at the camera with a towel draped over her bottom half.

In 2017, it’s a woman hiking a rocky trail in Banff National Park , alone on the edge of a cliff high above a turquoise lake. She’s wearing a down jacket and wool hat, and her face isn’t visible.

“It really feels like an image about power, about freedom, about trusting oneself,” said Pam Grossman, director of visual trends at Getty Images. “Who cares what you even look like? Let’s focus on what you’re doing.”

Stock photos — generic images that appear in places like ads, billboards, magazines and blogs — reflect the culture at a moment in time.