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.
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.
While progress has been made in some areas, the advertising industry still faces significant challenges in achieving true gender parity and inclusive representation.
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:
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.
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.
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.
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.
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.
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.
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.
Highlight women in leadership and professional roles. Showcasing female leaders not only promotes gender parity but also serves as an inspiration for future generations.
People connect with real-life experiences. Develop narratives that resonate with women’s challenges and triumphs, making your ads relatable and impactful.
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.