Ipsos partnered with SeeHer to better understand the impact of creative and thematic elements used in ads depicting women by evaluating predictive drivers of gender equality in advertising.
- This thought leadership collaboration explores how key predictive variables of GEM® scores, identified by SeeHer, drive a variety of marketing measures and business growth.
- It found that consumers are ready for more real-life presentations of women and one way to increase the relevance of advertising is to find ways to paint richer, more authentic pictures of women.
- Raise the bar to ensure women are presented positively as role models, showing women actively taking control of their lives.
- Ads that deliver more elevated portrayals of women are significantly more likely to drive choice intent and brand relationship measures, impacting short-term sales and building stronger long-term success for brands.
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