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....
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.
