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Gender Equality Index

Uncover unconscious bias and inequalities in your advertising

Our Products > Gender Equality Index

Gender Equality Index

Uncover unconscious bias and inequalities in your advertising

Ads with High Gender Equality Scores Drive Reputation and Purchase Intent

Marketers have become increasingly aware of unconscious bias and inequalities in their advertising creative. This bias has shown up in a big way against women and girls, with ads casting them in traditional, powerless roles that don’t look anything like who they are today.

In recognition of the growing concern for how women and girls were portrayed in the media, the Association of National Advertisers (ANA) created the SeeHer® program. The program launched in June of 2016 after the White House identified unconscious gender bias as a leading issue. SeeHer was established to improve the accurate portrayal of women and girls in media, advertising, and entertainment.

To power SeeHer, ABX developed the first-ever Gender Equality Index™ (GEI™) that fuels SeeHer’s Gender Equality Measure (GEM®). ABX has established the Gold Standard in global gender norms by testing more than 500,000+ ads across all media types globally.

In 2017, the ANA, SeeHer and ABX were honored with the prestigious ESOMAR Research Effectiveness Award for demonstrating the significance of gender bias on Reputation and Purchase Intent. CLICK HERE to see the press release and Award-Winning Case Study.

Watch and Learn

Here are a few great international ads showing the power of high ABX Gender Equality Scores on the ABX Index™, as well as on Message, Reputation and Action KPIs. Note sub-scores that measure how well the actors are Presented, with Respect, with Appropriateness and Appropriately and as Role Models:

United Kingdom: Laroche Posay – “Katie Piper, Philanthropist, Empowered by her Scars.” See Ad

Germany – Amazon: “Three Elderly Women on a Bench “Giving Joy” See Ad

Germany - Amazon: “Three Elderly Women on a Bench “Giving Joy”

 

 

France – Lidl and Parkside: “Cordless Angle Grinder”  See Ad

France – Lidl and Parkside: “Cordless Angle Grinder”

For more information on how to create ads that will resound with women, contact us HERE.

ABX Advertising Benchmark Index (www.adbenchmark.com), is a techno-research company focused on driving ROAS & ROI through their Global Integrated Single Solution.  Marketers, through the ABX Global Multimedia/Multi Channel Platform, are able to evaluate the effectiveness of all their creative and copy across all media types and channels, and against their competitors’ and other ads, representing approximately 90% of global ad spend.

Our solutions are designed by the Visionaries, Inventors, and Pioneers and inventors who helped create the methodologies used by legacy marketing research firms. Need something not listed on our site? Other valuable consumer data is also available for making informed, time-sensitive business decisions.