How the #SeeHer GEM™ Is Reshaping Gender Representation in Advertising
A Data-Driven Approach to Eliminating Gender Bias in Media
The Association of National Advertisers (ANA) has introduced a groundbreaking tool to combat gender bias in advertising and media: the Gender Equality Measure (GEM™). This innovative methodology evaluates how accurately and positively women and girls are portrayed, helping brands align with modern values while boosting engagement and ROI.
Why Gender Equality in Advertising Matters
Research consistently shows that ads featuring realistic portrayals of women generate:
- Higher brand awareness
- Stronger recall rates
- Increased purchase intent
With women influencing 85% of consumer purchases, accurate representation isn’t just ethical—it’s smart business.
Inside the GEM™ Methodology
Developed by ANA’s #SeeHer initiative, GEM™ assesses content through four key consumer perception questions:
- Overall impression of female characters
- Respectfulness of portrayal
- Appropriateness of depiction
- Role model potential for women and girls
Since its launch, over 17,000 ads have been evaluated—making this the largest syndicated post-test in advertising history.
Industry Impact and Adoption
“The #SeeHer movement is transforming how marketers approach content creation,” says Bob Liodice, ANA CEO. Early results show:
- 80% of top-scoring GEM™ ads come from ANA members
- Growing awareness among CMOs about bias elimination
- Improved campaign performance through equitable representation
The Road to 2020: #SeeHer’s Ambitious Goal
Launched in 2016 at the White House’s United State of Women event, #SeeHer aims to:
- Increase accurate portrayals of women by 20% by 2020
- Provide practical toolkits and training for advertisers
- Establish gender equality as a standard industry metric
“We can only treasure what we measure,” emphasizes Shelley Zalis, #SeeHer co-founder and CEO of The Female Quotient. “GEM™ adds equality to our core advertising metrics.”
Why This Matters for Marketers
Current statistics reveal critical gaps:
- 40% of women don’t identify with female representations in ads
- 90% of parents worry about lack of role models for girls in media
“CMOs have both a business imperative and social responsibility,” notes Stephen Quinn, ANA AFE chairman. “Eliminating bias strengthens brands while reflecting reality.”
About the #SeeHer Initiative
This cross-industry effort brings together:
- Leading national advertisers
- Media partners
- Research organizations
Together, they’re working to ensure media reflects the true diversity and capability of women by 2020—the centennial of women’s suffrage in the U.S.
For more information, visit www.SeeHer.com.
The ANA represents over 1,000 companies managing 15,000 brands, collectively responsible for $250 billion in annual marketing spend.
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