Despite possessing a global economic power of $31.5 trillion, women are still underrepresented in marketing campaigns and strategies. However, brands that invest in more authentic and positive representation of women can achieve significant sales gains. This is the key finding of the GEM® Lift 2024 study, conducted by Circana – a global data tech company for consumer behavior analysis – in partnership with the American organization ANA’s SeeHer.
The survey reinforces the crucial role that advertising and media play in building a more equitable society and overcoming gender stereotypes. According to the research, campaigns that portray women accurately and positively can generate sales increases of up to 10 times – double the growth identified in another analysis conducted in 2019, when the impact was 5 times.
Gender equality is a pressing concern for most consumers. According to the study, 94% of people worldwide consider the topic important in their personal lives, and 81% are optimistic about progress in the area. Additionally, consumers of different races, ethnicities, and generations perceive media and brands as influential in promoting equity. The impact of inclusive advertising campaigns is even more significant among younger generations. Creative content that prioritizes narratives of personal growth, empowerment, and female self-actualization drives sales 9 times among Gen Z and younger millennials.
The research also revealed that greater diversity in advertising not only improves brand perception but has a direct impact on sales performance. The presence of ethnically diverse women amplifies the return on advertising investment across all households, regardless of race or ethnicity. Furthermore, African American and Hispanic consumers showed higher engagement with brands that value diversity in their campaigns.
However, despite these advances, the study warns of a concerning setback. Over the past two years, there has been an 18% decline in the presence of women in leadership roles in advertising. For Circana and SeeHer, this reduction represents a missed opportunity for brands, which fail to engage with an audience of enormous purchasing power. In the United States, for example, women drive $10 trillion annually.
GEM® is the global standard for measuring gender equality in advertising and media content. The index pioneered the quantification of gender bias in advertising campaigns, providing a key indicator for brands seeking more effective and inclusive communication. ‘Advertising has the power to transform perceptions and challenge stereotypes. By representing women authentically and empoweringly, brands not only meet audience expectations but also boost their financial results,’ emphasizes Erika Digirolamo, Director of Media and Marketing Solutions at Circana.
With the growing awareness of gender equity and the direct impact of representation on purchasing decisions, companies that adopt a more inclusive approach have the opportunity to strengthen their market positioning and connect more meaningfully with their consumers.
