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

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.

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