Portrayal of Women

Unlocking Purchase Power Across Ethnicities and Generations Through the Accurate Portrayal of Women and Girls

Regardless of country, gender, race, ethnicity or generation, consumers perceive gender inequality as one of the more urgent global issues of our time. Many believe media and brands have an influential role in advancing women’s stature. Advertising and media have immense power in challenging stereotypes and shaping gender roles. This report represents the third round of research Circana has conducted with the ANA’s SeeHer. It explores the sales lift achieved when creative promotes women authentically and positively.


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