Our goal is to increase the percentage of accurate portrayals of women and girls in U.S. advertising and media by 20% by 2020, the 100th anniversary of women winning the right to vote. And we are tracking towards that goal.
Positive portrayals of women in the U.S. moved from 51% of ads between the summer of 2016 when the #SeeHer movement began, to 61% of ads in summer 2018. This is a 20% improvement—delivering on our mission in advertising almost two years early.
“Context and content matter. Unbiased advertising is proven to be more effective when it’s implemented alongside programming that also treats gender fairly.”
Chief Brand Officer, AT&T
“We believe content creators and brands are all storytellers and that the tools provided by #SeeHer can move us from being aware of biases to actively making changes to be more inclusive.”
Chief Brand Officer, WW
“We define our business not as a paper greeting company but a meaningful connections company.”
Chief Marketing Officer, American Greetings
“I am very proud to say that when you set gender diversity goals, the agencies will achieve it. We are now setting the goal for ethnic diversity at 35% by the end of the year.”
Chief Marketing Officer, J&J
“People expect more from our brands and companies. Nine of 10 consumers say they have a more positive image of a company when it supports a social or environmental cause, and half say they make purchase decisions based on shared beliefs with the brand.”
Chief Brand Officer, P&G
“We are rejiggering our entire process to make sure that we reflect our business priorities, which is 80% women into our marketing efforts.”
We began the #SeeHer movement in 2016, aiming to reduce gender bias in U.S. advertisements and media by 20 percent by 2020, the 100th anniversary of the passage of the 19th Amendment, which gave American women the right to vote.
Media defines culture, and culture defines change. Advertising can be a force for good, says Marc Pritchard, Chief Brand Officer at P&G. “Advertising and media affect perceptions, whether it’s positively or negatively. Why would we not want to live in a world that is equal?
Rachel Weiss, who’s role recently evolved to VP of Strategic Growth and Open Innovation for L’Oreal USA, has a knack for purposeful innovation. And when she joined us for the Adweek Symposium in NYC last month, her contributions to the “what’s working and what’s not” when it comes to innovation were nothing short of impactful.
It's turning out to be an expensive February of advertising for Anheuser-Busch InBev. The brewer, which flooded the Super Bowl with eight ads, will appear in Sunday's Academy Awards broadcast on ABC with a 60-second spot for Budweiser starring actress Charlize Theron.
Finally, some encouraging stats for women and people of color in film. After concluding, in an earlier 2019 report, that the number of women directors hadn’t budged in 12 years, Dr. Stacy L. Smith and the USC Annenberg Inclusion Initiative found that onscreen gender and racial representation has improved in popular movies.
John Swift, who formerly led investment and integrated services for the network, has also been promoted to chief operating officer with former OMG president of U.S. investment Catherine Sullivan named chief investment officer for North America. She formerly led ad sales at Disney and NBC.