The Female Ad Impact Index is an idea that can help brands create more inclusive, less biased communications; Disha Bhattacharya of Dentsu Impact offers a method to evaluate whether a piece of communication is progressive, regressive or somewhere in between.

Why it matters

Empowerment and feminism are nuanced topics and difficult to translate creatively while simultaneously accommodating several business objectives, but advertising has the power and responsibility to shape society and make the world a better and more equal place for women.

Takeaways

• The index spans the spectrum from “harmful” and “tokenism”, to “empowering” and “lasting impact”.

• Harmful ads promote...