Accurate portrayals of women and girls in media: Proven to be good for business

Jennifer Pelino and Nadine Karp McHugh

SEEHER, a movement for increasing accurate portrayals of women and girls in advertising, partnered with IRI to analyse sales data of Gender Equality Measure (GEM) to learn the sales impact of a GEM-scored ad campaign and which networks/publishers have the highest sales impact.

Executive summary

Women influence more than 85% of consumer goods purchases. With women's consumer power, today's advertising should align with the real world. There is substantial proof that doing so increases a company's bottom line.

In 2016, the Association of National Advertisers (ANA) launched SEE, a movement for increasing accurate portrayals of women and girls in advertising, marketing, media and entertainment.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

Learn more Get a demo

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands