ANA SeeHer GEM®Lift - Proving The Business Case For Gender Equality In Advertising

SeeHer and IRI Worldwide have partnered once again with the mission of proving gender equality is a force for good and a force for growth. Their annual GEM®Lift study which measures advertiser campaigns to understand the correlation of GEM® scores to sales, has been a highly effective case study in quantifying the consumer reaction to accurate portrayal of women and girls in advertising. SeeHer members who have participated in this study have seen results of 2-5X in sales lift when consumers are exposed to high GEM® scoring ads vs. those that perform below the GEM® baseline, and double-digit percent lifts in sales across consumer segments based on gender, race/ethnicity and language. Always raising the bar, the 2022 GEMLift study focuses on the impact of gender equality in advertising across generations of omnichannel consumers. Join SeeHer and IRI Worldwide for the full results and select marketer case studies and deep dives.

Key takeaways include: