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Strive for more: Optimizing predictive creative drivers to improve gender equality in advertising
6 min read
Research on WARC, October 2022
Summary
Ipsos partnered with SeeHer to better understand the impact of creative and thematic elements used in ads depicting women by evaluating predictive drivers of gender equality in advertising.
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- This thought leadership collaboration explores how key predictive variables of GEM® scores, identified by SeeHer, drive a variety of marketing measures and business growth.
- It found that consumers are ready for more real-life presentations of women and one way to increase the relevance of advertising is to find ways to paint richer, more authentic pictures of women.
- Raise the bar to ensure women are presented positively as role models, showing women actively taking control of their lives.
- Ads that deliver more elevated portrayals of women are significantly more likely to drive choice intent and brand relationship measures, impacting short-term sales and building stronger long-term success for brands.
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