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26 January 2022
Accurate portrayals of women in ads drive sales
Black consumers (US)Hispanic/Latinx consumers (US)Marketing to women
Advertising that performs well in terms of accurately portraying women results in sales gains among female and male consumers alike.
SeeHer, an initiative from the Association of National Advertisers (ANA), and research firm IRI found in a study that household spending rose by 1.5 percentage points among women and 2.5 points among men who were exposed to ads with representative, realistic female depictions.