One size doesn’t fit all: Can news be gender-neutral?

Maria Bruder, Celine Llanta, Kevin Cowan and Minnie Kweon

The BBC World Service commissioned research to improve its reach among women.

One Size Doesn’t Fit All: Can news be gender-neutral? How the BBC World Service’s mission to address the gender gap in its audience was able to challenge stereotypes and offer a new path towards inclusivity

The challenge

Women make up 49.6% of the world’s population, and yet many businesses struggle to achieve the same proportion in their consumer base. Imagine a world where this is no longer the case; a world where we can all effortlessly tap into the immense potential of women as consumers. It's a challenge that still plagues countless sectors. Let’s take the news industry: most, if...

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