we live in, it’s safe to say that brands likely wouldn’t put as much stock into female empowerment if it didn’t affect their bottom line or improve their positioning.
Did Elespacio hear someone shout “not all brands”? Perhaps, but admirable brands aim to make a difference.
Brands know that ads that depict women in unstereotypical roles substantially outperform ones that consumers see as less progressive.
Dove owner Unilever found that more forward-thinking advertising creates 37% more branded impact and a 28% increase in purchase intent. Research conducted by Kantar found that UK gender-balanced brands are worth an average of £1 billion more than brands that skew male.
Women want to see themselves reflected as they truly are in advertising, and they’re spending their money accordingly.
Money Talks and Women Talk Back
It’s high time that advertising catches up: women control the purse strings of $31.8 trillion worldwide in spending, but Investors Email Lists only 29% believe advertising portrays women accurately.
Even though brands live in fear of getting it wrong, it’s that healthy kind of fear that drives people (and brands) to do better.
One of the ways that brands can take authentic steps towards turning the values they advertise into reality is by joining the SeeHer movement.
This is an unprecedented coalition of marketers, agencies, and media companies out to harness the collective power of the entire marketing and media ecosystem: “business people on a business mission to make a better world”.
The crux of the movement is its GEM Get Real in a
, the first data-driven methodology for identifying gender bias in media. After quantifying gender bias in 180,000+ ads, it is now the golden standard on a global level.
For brands, the results are massive, with ads with positive GEM scores increasing purchase intent by 42% among total and female consumers, while positive ROI tied to high GEM scores increases sales from two to five times.
Metrics like these offer a measurable way for brands to successfully navigate a world of cancel culture and sidestep potential marketing minefields.
Elespacio’s said it before and they’ll say it again: it’s time for brands to walk the walk, not just talk the talk.