While progress has been made, gender bias persists in advertising. A 2024 report shows that men have three times as much speaking time as women in ads, and only 5% of advertisements feature exclusively women on screen. This blog unpacks the latest statistics on gender representation, exploring why parity matters and how brands can take meaningful steps toward more inclusive advertising.
What is Gender Parity?
Gender parity is a statistical measure used to describe ratios or proportions between men and women, or boys and girls, in a given population or context. It compares particular indicators among women to the same indicators among men, such as average income, education rates, or representation in specific fields.
Gender parity in advertising refers to the equal representation and portrayal of all genders in marketing content and industry workforce. It's a statistical measure that compares indicators between genders, aiming for balanced representation.
Current Rates of Gender Parity in Advertising
While progress has been made in some areas, the advertising industry still faces significant challenges in achieving true gender parity and inclusive representation.
- Leadership representation: Women's representation in leadership roles in advertisements is disproportionately low at only 3.4%. There's also been an 18% decline in women shown in leadership roles over the past two years.
- Professional settings: Women appear in professional settings in just 8.5% of ads.
- Stereotypical roles: 30% of ads still show women in family and domestic settings.
- Screen presence disparity: Only 5% of advertisements feature only women on screen, compared to 25% featuring only men.
- Speaking time inequality: Men have three times as much speaking time as women in ads.
- Underrepresentation of specific groups: Women of color, older women, LGBTQI+ individuals, people with disabilities, and older demographics remain grossly underrepresented in advertising globally. In fact, only 1.5% of ads showcase older women.This is in stark contrast to older men, who are 25% more likely to feature in advertising campaigns. What’s more, despite a 63% year-on-year increase, ads featuring women with darker skin tones account for only 21% of all ads featuring women.
- Decrease in non-traditional roles: There's been a decrease in portraying both men and women in non-traditional roles. This indicates that advertisers are reverting to more traditional or stereotypical portrayals of gender roles, rather than challenging existing norms.
The Benefit of Gender Parity in Advertising
As we’ve written before, representing a wide range of people in your ads, including those with disabilities, can have a positive effect on business outcomes. In fact, 64% of consumers are more likely to purchase from a brand after seeing an inclusive ad.
Earlier this year, SeeHer, a global movement within the Association of National Advertisers (ANA) to accurately portray women and girls in marketing, advertising, media and entertainment, launched GEM®, (Gender Equality Measure), the first data-driven methodology to identify gender bias in media. This methodology is widely considered the gold standard for measuring gender equality in advertising and media.
In partnership with Circana, Seeher’s GEM initiative analyzed 24 creatives across eight major brands — including L’Oréal, WK Kellogg, Kellanova, Nestlé and Georgia Pacific — to examine the value brands have captured in the last five years from investing in gender equality in their advertising campaigns. The study found that creative advertising that overturns long-held stereotypes and accurately represents women can drive incremental sales lifts of up to 10X. When these narratives are prioritized, they also drive sales from younger demographics. In particular, when ads showcase diverse narratives, there is an increase in sales lift among Gen Z and younger millennials that exceeds that of older age groups by 9X.
Other benefits of gender parity in advertising for brands include:
- Improved brand perception: Brands promoting gender equality are viewed more favorably by consumers, particularly younger demographics.
- Enhanced market reach: Gender-inclusive ads resonate with a broader audience, potentially expanding the customer base.
- Unlock purchasing power: Gender parity in advertising can help tap into the $10 trillion purchasing power of women in the U.S.
- Increased trust and loyalty: Accurate gender representation builds consumer trust and fosters long-term brand loyalty.
- Positive societal impact: Equitable representation in ads can help shape societal norms and attitudes towards gender equality.
Opportunities for Gender Inclusive Advertising Today
If you're a brand looking to step up your game in promoting gender parity in your advertising, there are plenty of exciting and actionable strategies you can implement.
1. Build Diverse Creative Teams
Start by ensuring that your teams are diverse. Bringing together people from different backgrounds and genders can spark creativity and lead to fresh ideas that resonate with a wider audience.
2. Audit Your Existing Content
Take a good look at your current ads. Are they reinforcing stereotypes? Regularly reviewing your content for biases can help you make necessary adjustments and ensure your messaging is inclusive.
3. Set Representation Goals
Aim high! Establish clear targets for gender representation in your campaigns. Whether it's in leadership roles or everyday settings, having goals can guide your efforts and show your commitment to equality.
4. Challenge Stereotypes
Don’t be afraid to break the mold! Create ads that showcase people in non-traditional roles. Show men and women thriving in unexpected careers or situations—this can inspire and empower your audience.
5. Embrace Intersectionality
Remember that gender is just one part of the story. Include women from diverse backgrounds, ages, body types, and abilities in your advertising to reflect the rich tapestry of society.
6. Equal Speaking Time
Make sure everyone gets a voice! Strive for equal distribution of speaking roles and narration between genders in your ads. This small change can have a big impact on how your audience perceives gender representation.
7. Showcase Leadership
Highlight women in leadership and professional roles. Showcasing female leaders not only promotes gender parity but also serves as an inspiration for future generations.
8. Tell Authentic Stories
People connect with real-life experiences. Develop narratives that resonate with women’s challenges and triumphs, making your ads relatable and impactful.
9. Partner with Gender Equality Organizations
Team up with organizations focused on gender equality. Collaborating with experts can help you avoid unintentional biases and improve your representation efforts.
The journey towards gender parity in advertising is ongoing, but the benefits for brands and society are clear. By embracing inclusive representation, challenging stereotypes, and telling authentic stories, advertisers can create more engaging content that resonates with a broader audience. As we've seen, gender-inclusive advertising not only drives better business outcomes but also contributes to positive societal change. With that said, every ad campaign is an opportunity to move the needle towards greater equality and representation in the media landscape.
Ready to take your advertising to the next level with gender-inclusive strategies? At CRAFTSMAN+, we're passionate about helping brands create impactful, interactive ads that resonate with diverse audiences. Explore our innovative tools and techniques for crafting inclusive advertising campaigns that drive engagement and results.