A new research study conducted by SeeHer’s Gender Equality Measure (GEM®) Lift has revealed the significant impact of accurate gender representation in advertising on business outcomes. The study, conducted in partnership with Circana, has shown that brands that incorporate gender equality principles in their advertising campaigns not only foster consumer trust and loyalty but also achieve improved sales performance.
Christine Guilfoyle, President of SeeHer, emphasizes that advancing gender equality in advertising is not just promoting inclusivity but also a business imperative for brands. Younger consumers, in particular, have higher expectations when it comes to accurate portrayals of women in advertising and have a lower tolerance for gender stereotypes. Recognizing the economic purchasing power of women and younger generations, it is crucial for brands and marketers to prioritize gender equity in their marketing strategies.
The GEM® Lift Study 2024, conducted in collaboration with L’Oréal, Kellogg, Kellanova, Nestlé, and Georgia Pacific, analyzed 24 creatives across eight brands. The study demonstrated that creative advertisements that challenge long-held stereotypes and accurately represent women can drive incremental sales lifts of up to 10 times. This represents a significant increase compared to the 5 times sales lift observed in the previous analysis conducted in 2019. Moreover, the positive sales impact of higher-GEM®-scoring creatives extends to men and consumers of different races, ethnicities, and generations.
Younger generations, known for their diversity and desire for narratives of personal growth and empowerment, respond particularly well to gender-equal advertising. The GEM® Lift research revealed that Gen Z and younger millennials show a 9 times sales lift with higher-GEM®-scoring creatives compared to older age groups.
Furthermore, the study highlighted the importance of diversity in advertising, not only in terms of gender but also race and ethnicity. Ads featuring ethnically diverse women were found to improve return on advertising investment across all households, regardless of race or ethnicity.
To unleash the full potential of advertising and media in challenging stereotypes and shaping gender roles, Latha Sarathy, Chief Research Officer for the ANA and SeeHer, emphasized the need for intentional and diverse portrayals of women and girls across different audience segments. By doing so, brands can tap into the $10 trillion purchasing power of women in the U.S. and meet the rising consumer expectations for representation.
The Gender Equality Measure (GEM®) is a globally recognized benchmark for assessing gender equality in advertising and content. Developed in partnership with ABX, GEM® enables the quantification of gender bias in advertisements and content. It evaluates consumer reactions to the portrayal of women and girls, providing brands with valuable insights to drive positive change.
In conclusion, the research study conducted by SeeHer’s GEM® Lift highlights the immense value of accurate gender representation in advertising. Brands that embrace inclusivity and diversity not only foster consumer trust and loyalty but also experience significant sales growth. By challenging stereotypes and accurately representing women and girls, advertisers can tap into the purchasing power of younger generations and people of different backgrounds, ultimately shaping a more inclusive and equitable advertising landscape.
Adding to the discussion in the article, it is important to note some current market trends related to creating inclusive advertising. One major trend is the increasing demand for diversity and representation in advertising. Consumers, especially younger generations, are actively seeking out brands that provide inclusive advertising that accurately reflects their diverse identities and experiences. This shift in consumer expectations has been fueled by various social and cultural movements promoting equality and representation.
Additionally, there is a growing understanding among marketers that inclusive advertising is not just a social responsibility but also makes good business sense. Brands that effectively incorporate diversity and representation in their advertising campaigns are more likely to resonate with and appeal to a wider customer base, leading to increased brand loyalty and higher sales.
In terms of forecasts, it is likely that the demand for inclusive advertising will continue to grow as society becomes more aware of the importance of representation and diversity. Brands that fail to adapt to this changing landscape may face backlash and a loss of market share. On the other hand, brands that proactively embrace inclusivity and incorporate it into their advertising strategies are likely to gain a competitive advantage and attract a more diverse customer base.
However, there are also key challenges and controversies associated with creating inclusive advertising. One challenge is navigating the fine line between genuine inclusivity and tokenism. Brands need to ensure that their efforts to include diverse voices and experiences are authentic and not just a superficial attempt to appear inclusive. Consumers are increasingly able to recognize when brands are being insincere, which can result in negative reactions and a loss of trust.
Another challenge is addressing unconscious biases within the advertising industry itself. Advertisers and marketers need to be conscious of their own biases and actively work towards dismantling stereotypes and promoting inclusive practices. This may require internal training, diversifying creative teams, and establishing clear guidelines for inclusive advertising.
In terms of advantages, brands that successfully create inclusive advertising can benefit from increased brand awareness, improved brand perception, and higher levels of customer engagement. By accurately representing diverse populations, brands can forge stronger emotional connections with their target audience, leading to increased brand loyalty and advocacy.
However, there are also disadvantages to consider. Creating inclusive advertising requires careful planning, research, and investment. Brands may need to allocate additional resources to diversify their creative teams, conduct market research on target audiences, and develop inclusive messaging and visuals. Additionally, there may be pushback or controversy from certain segments of the population who resist or challenge the idea of inclusive advertising.
For further information and insights on the topic of inclusive advertising, readers may find the following links helpful:
– SeeHer: The official website of SeeHer, an organization dedicated to the accurate portrayal of women and girls in advertising and media.
– Research and Insights: A section on the SeeHer website that provides access to various research studies, including those related to gender representation and diversity in advertising.
– ANA (Association of National Advertisers): The ANA is a trade association that provides resources and insights on advertising industry trends, including diversity and inclusion.
– MORE GEM® (Gender Equality Measure): The official website of ABX, the organization behind the Gender Equality Measure, which offers further information on the methodology and application of GEM® in measuring gender bias in advertising and content.
These links provide valuable resources for those interested in gaining a deeper understanding of the subject and staying updated on the latest developments and research in creating inclusive advertising.