Female (and male) consumers spend more on brands that portray women accurately in ads

The bar for accurately portraying women in advertising is higher than ever, according to a study by the Association of National Advertisers’ (ANA) SeeHer initiative and research firm IRI.

Consumers now expect more from marketers when it comes to gender equality; their behavior reflects this value, with a 12% increase in women’s household spending on brands which portray female characters in positive, realistic ways in their advertising.

This is according to a recent study by SeeHer, an initiative from industry body the Association of National Advertisers (ANA) that launched in 2016, and seeks to address inaccurate, stereotyped or outdated depictions of the female experience in advertising and media. Its partner for the analysis was research firm IRI.

“Women are voting with their wallets and prioritizing brands that keep gender...

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