IRI collaborates with the Association of National Advertisers (ANA) and its SeeHer movement for increasing accurate portrayals of women and girls in marketing, advertising, media and entertainment.
SeeHer developed GEM (Gender Equality Measure™) to uncover unconscious gender bias in advertising and programming. IRI partners with SeeHer to analyze layers of shopper, panel and store sales data, along with viewership data, to learn the sales impact of GEM-scored ad campaigns.
This research has shown that depicting women accurately is not only the right thing to do for gender equality, but also for a positive impact on sales.
Read the latest GEM Lift study from IRI and SeeHer