Unlocking Purchase Power Across Ethnicities and Generations Through the Accurate Portrayal of Women and Girls [REPORT]

Regardless of country, gender, race, ethnicity or generation, consumers perceive gender inequality as one of the moreurgent global issues of our time. While 94% of consumers around the world believe that achieving gender equality holds personal importance to them1 and 81% have a hopeful outlook on gender equality, the negative impacts of gender inequality continue to reverberate around the globe.

Women have an estimated global economic purchasing power of $31.5 trillion2, with $10 trillion in the United States alone. Despite comprising 50% of the world’s population3 and representing a large share of the buying power, women continue to lag men in crucial areas. The World Economic Forum’s 2023 Global Gender Gap Report4 indicates women are perceived as 70% equal to men across various dimensions, including political empowerment, workforce advancement, educational attainment, health, and societal perceptions. Undervaluing female economic power and portrayals of women continue to be perpetuated by stereotypes across advertising and media.

Given this, consumers believe that media and brands have an influential role in advancing women’s stature. Advertising and media have immense power in challenging stereotypes and shaping gender roles. SeeHer and Dentsu’s Global Perceptions of Progress on Gender Equality1 report found that globally, adults see women being most often portrayed as caretakers versus leaders and in supporting roles versus leading roles, with the highest variances n the U.S., UK, and Japan.

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