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 SEEHER, a movement for increasing accurate portrayals of women and girls in advertising, marketing, media and entertainment.
SEEHERdeveloped GEM™ (Gender Equality Measure™) to uncover unconscious gender bias in advertising and programming. This measurement was recognized by the industry, and in 2017, it received ESOMAR's highest honor for effectiveness. GEM is widely considered...