2021 GEM® Lift Study

2021 GEM Lift Study


2021 GEM® Lift Study Reveals That Accurate Portrayal of Diverse Women and Girls in Ads Accelerates Business Growth

The 2021 GEM® Lift Study is the latest research report in a series of collaborations between IRI and the Association of National Advertisers’ (ANA) SeeHer movement. The studies investigate whether accurate and positive portrayals of women in advertising can drive incremental sales lift and boost business results for the companies that employ them.

This newest edition of the GEM report shows the most compelling results yet in measurements of 29 ads from SeeHer members PepsiCo, Johnson & Johnson, L'Oréal, General Mills and Kimberly-Clark. It found that ads with high GEM™ (Gender Equality Measure) scores delivered 60% improved sales performance across audiences of all genders, languages, races and ethnicities.

The study also showed that a higher baseline GEM score of 106 is now needed to drive meaningful growth for marketers. This is a sign that consumers now have higher expectations for the representation of diversity and diverse women in ads – and that advertisers need to embed GEM best practices more deeply in their advertising and programming.

The study shares additional research on diversity representation in advertising, case studies from some of today’s leading brands, and more.

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