Even after 40 years of emancipated pedagogy men and women continue to be guided by gender stereotypes when it comes to choosing a profession. This bias sees women more typically choose social careers and men more technical ones. It is an approach to careers decisions which limits opportunities for both genders and which also impacts upon their earning potential, leading to an inequality which conflicts with principles of education for sustainable development (ESD). In order to alter careers stereotypes of this kind which are deeply entrenched in society, and in line with educational psychology, it follows that children should encounter job descriptions and stereotypes early on. In this regard, literacy as communication around jobs could also have an impact. With this in mind, the following article explores the opportunities and challenges presented by picture books as an early form of communication around jobs, considering how this might shape learner ideas. In so doing, it draws attention to the impact of literacy on careers guidance.