Now You Can Measure for Unconscious Gender Bias in Your Advertising

In June of 2015, the Association of National Advertisers (ANA), the largest advertising association in the U.S., launched the #SEEHER initiative. This was in response to the White House's identification of the elimination of gender bias in media as a critical issue. The mission is to lead a movement to accurately portray all women and girls in media. The goal is a 20% increase in the accurate portrayal of girls and women in media by 2020, the 100th anniversary of women gaining the right to vote.  

The ABX Gender Equality Index measures gender bias against women, boys, girls and men.

ABX has always known that the lack of gender equality in advertising would impact creative and brand performance.  Thus, ABX partnered with the ANA in the #SeeHer effort by testing unconscious gender bias on thousands of ads.  The results formed the basis of the ABX Gender Equality Index ™, the only syndicated program to measure gender bias across all media in realtime.  The Index was adopted by the ANA as the basis of its proprietary GEM ™ score.  More than 20,000 ads have now been evaluated by ABX,  establishing the first-ever national gender norms for men, women, boys and girls.  

ABX Research Shows that Removal of Conscious and Unconscious Gender Bias:

  • Increases purchase intent by more than 26% for all consumers.
  • Increases purchase intent by more than 45% among women.
  • Increases reputation by 10%.
The ABX Gender Equality Index Scorecard is featured here.

The program includes:

  • ABX GEI ™ scores can be included in all ABX syndicated and custom products.
  • The GEI data is also sold as a separate product.
  • Examples of Gender KPIs are shown above.

Never risk showing men, women, girls or boys in a disrespectful manner in any of your advertising.