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.
“What's more important than the numbers is actually representing people in roles that reflect their aspirations and not stereotypes and not roles that we pigeonhole people into.”
Chief Brand Officer, JPMorgan Chase
“We are 70% women in the US, and the women in this company know this is something we're behind, and it's made a difference.”
SVP Omni Media & Creative Solutions, L'Oreal USA
“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
“We made the choice to be authentic and authentically represent military women and military community women.”
Chief Marketing Officer, USAA
“Here I am, a CMO at a Fortune 500 company, and I recently went to buy a car and had the salesperson ask me if I was allowed to buy the car without asking my husband.”
Chief Marketing and Public Relations Officer, Ally Financial
“There's a feeling of momentum. If more of us get involved then we'll have a bigger impact. We want to do as well as say.”
Chief Marketing Officer, Unilever
“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?
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.
The Oscar winner and fierce gender-equality activist is proud to be starring as Carol Danvers in the Disney-owned studio's first female-fronted franchise -- just don't conflate its success with the fate of women in Hollywood: "We have been opening movies since the silent era."
From “A Quiet Place” to “A Star is Born,” studios backed more films with female leads in 2018, according to new research. Out of the top 100-grossing movies, 40 films had women in central roles as either the main character or the co-lead, according to the USC Annenberg Inclusion Initiative.