Although they have a global economic power of $31.5 trillion, women are still underrepresented in campaigns and marketing 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 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 lead to a sales increase of up to 10 times – double the growth identified in another analysis conducted in 2019, when the impact was five times.
Gender equality is a pressing concern for most consumers. According to the study, 94% of people around the world consider the topic important in their personal lives, and 81% show optimism about advances in the field. Furthermore, 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. Creatives that prioritize narratives of personal growth, empowerment, and female self-fulfillment drive sales nine times higher among Generation Z and the younger millennials.
The research also revealed that greater diversity in advertising not only improves brand perception but also has 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. Additionally, African-American and Hispanic consumers showed greater engagement with brands that value diversity in their campaigns.
However, despite these advances, the study warns of a concerning setback. In the last two years, there has been an 18% decrease 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 a highly purchasing power audience. In the United States, for example, women generate $10 trillion annually.
GEM® is the global standard for measuring gender equality in advertising and media content. The index was a pioneer in quantifying 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 in an authentic and empowering way, brands not only meet audience expectations but also drive 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 position and connect more meaningfully with their consumers.
