Summary
This guide, titled 'Strive for More 2.0', presents findings from a study conducted by Ipsos and SeeHer, focusing on the portrayal of women in advertising. The document outlines the significant disconnect between women's economic power and their representation in marketing. It emphasizes the necessity for authentic representation of women to drive business success, highlighting that only 15% of women feel that advertising reflects their identities. The guide details the Gender Equality Measure (GEM®), which serves as a benchmark for assessing the effectiveness of women's portrayals in ads. It presents key takeaways, including the correlation between high GEM® scores and increased sales and brand relationships. The guide also discusses the importance of moving beyond basic representation to deliver powerful depictions that resonate with women, ultimately driving consumer engagement and brand loyalty. The findings suggest that brands that embrace authentic narratives will likely achieve greater impact and growth in their marketing efforts.
