Study shows that women move U$ 31.5 trillion in retail but remain invisible in advertising

Despite having a global economic power of US$ 31.5 trillion, women are still underrepresented in marketing campaigns and strategies. However, brands that invest in a more authentic and positive representation of women can achieve significant gains in sales. This is the main conclusion of the study GEM Lift 2024, conducted by Circana 2024, a global data tech company for analysis of consumer behavior 2 in partnership with the American institution ANA’ 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 survey, campaigns that portray women accurately and positively can generate an increase in sales of up to 10 times 10 times (double the growth identified in another analysis, conducted in 2019, when the impact was 5 times.

Gender equality is a latent concern for most consumers. According to the study, 94% of people around the world consider the issue important in their personal lives and 81% show optimism about advances in the area. In addition, consumers of different races, ethnicities and generations perceive the media and brands as influential in promoting equity. The impact of inclusive advertising campaigns is even more significant among younger generations. Creatives who prioritize narratives of personal growth, empowerment and female self-realization drive sales 9 times between Generation Z and younger millennials.

The survey also revealed that greater diversity in advertising not only improves brand perception, but generates a direct impact on sales performance.The presence of ethnically diverse women increases the return on advertising investment for all households, regardless of race or ethnicity.

However, despite these advances, the study warns of a worrying setback.In the last two years, there has been a drop of 18% in the presence of women in leadership roles in advertising. For Circana and SeeHer, this reduction represents a missed opportunity for brands, which cease to dialogue with an audience of enormous purchasing power.In the United States, for example, women move US$ 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. “Aadvertising has the power to transform perceptions and challenge stereotypes.By representing women in an authentic and empowering way, brands not only meet audience expectations, but also drive their financial outcomes”, said Erika Digirolamo, Director of Media Solutions and Marketing at Circana.

With the growth of gender equity awareness and the direct impact of representation on purchasing decision, companies that take a more inclusive approach have a chance to strengthen their market positioning and connect more meaningfully with their consumers.