Accurate Portrayals of Women and Girls in Media Drive Business Growth: A Diversity View
Executive Summary
SeeHer is spearheading an ongoing proprietary study, which correlates with the accurate portrayal of women, measured through the global gold standard of gender equality measurement (GEM), with direct impact on sales return on investment (ROI). This latest release of the study, conducted in partnership with SeeHer members and IRI Worldwide, explains how critical it is to represent women authentically, particularly women of color, and how "getting it right" is a catalyst of growth.
Source
"Accurate Portrayals of Women and Girls in Media Drive Business Growth: A Diversity View." Latha Sarathy, EVP, analytics, insights and measurement at ANA SeeHer; Meredith Jenks, senior brand manager at PepsiCo Beverages North America; Jennifer Pelino, EVP, global media at IRI Worldwide. 2021 ANA Measurement and Accountability Conference, 12/8/21.