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 sales gains. This is the main conclusion of the GEM® Lift 2024 study, carried out by Circana – global data tech company for consumer behavior analysis – in partnership with the American institution ANA’s SeeHer
The survey reinforces the crucial role that advertising and media play in building a more equitable society and overcoming gender stereotypes. Згідно з дослідженням, campaigns that portray women in an accurate and positive way, can generate a sales increase of up to 10 times – the double of the growth identified in another analysis, carried out in 2019, when the impact was 5 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 regarding advancements in the area. Furthermore, 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 that prioritize personal growth narratives, female empowerment and self-realization drive sales up 9 times among Generation Z and younger millennials
The research also revealed that greater diversity in advertising not only improves brand perception, but it has a direct impact on sales performance. The presence of ethnically diverse women enhances the return on advertising investment for all households, regardless of race or ethnicity. Furthermore, 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 was an 18% drop in the presence of women in leadership roles in advertising. For Circana and SeeHer, this reduction represents a missed opportunity for brands, that stop engaging 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 was pioneering 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 the expectations of the public, but also drive their financial results, highlights Erika Digirolamo, Media and Marketing Solutions Director 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 chance to strengthen their market positioning and connect more meaningfully with their consumers
