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 advertisin