According to SeeHer's latest Gender Equality Measure (GEM®) Lift research, accurate gender representation in advertising is driving measurable business outcomes for brands.
SeeHer's GEM® Lift analysis has been conducted biennially with Circana, the leading advisor on the complexity of consumer behavior, to measure the impact on business growth when gender equality principles are embedded in advertising campaigns.
Christine Guilfoyle, President of SeeHer, said that research shows that gender equality in advertising is a business imperative for any brand that wants to not only thrive today but also survive in the future.
SeeHer and Circana analyzed 24 creatives across eight brands.
The results of the new GEM® Lift Study show that advertising that accurately represents women can increase sales by up to 10X.
According to the Director of Media and Marketing Solutions for Circana, brands are starting to appreciate how gender equality in advertising can drive sales growth.
Younger generations have higher expectations.
SeeHer's latest research shows that younger generations want narratives of personal growth, self-realization and female empowerment.
The benefits of Higher Gem® are extended to inverse AUDIENCES and the impact of ALLYSHIP.
African-American and Hispanic consumers show notable increases in sales lift according to the latest GEM® Lift findings.
According to Latha Sarathy, Chief Research Officer for the ANA and SeeHer, the majority of consumers understand the immense power that advertising and media have in challenging stereotypes and shaping gender roles.
TheENDER EQUALITY MEASURE is aboutENDER EQUALITY.
The ability to quantify gender bias embedded in advertising and content was pioneered by GEM®.
The largest database of tested advertisements in the world, with 73,000 across global markets, is managed by GEM®.
Benefiting from seven years of global multi-platform normative data and benchmarks, the GEM® methodology facilitates correlations between brand health, sales, and factors such as gender, race/ethnicity, and language.
The Lift Methodology of the Gem®.
Marrying the GEM® methodology, which measures detailed consumer reaction to gender portrayals, to Circana TV Lift, created a unique solution whereby the GEM® Lift methodology gauge the equality of ads, provides campaign reads for TV, and layers these inputs with shopper and sales data.
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Source prnewswire