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What is GEM®?

To help benchmark success, in 2016 SeeHer developed the Gender Equality Measure (GEM®), the first research methodology that quantifies gender bias in ads and programming. GEM® has become the global measurement standard, measuring 300,000+ ads, representing 87 percent of worldwide ad spend.

  • Ads with positive GEM® scores drive purchase intent by 42% among total and female consumers.

  • Higher GEM® scores equal a 56% increase in brand reputation.

  • Positive ROI tied to high GEM® scores increase sales by 2 to 5x.

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Join a coalition of marketing and media leaders passionately driving accurate representation of women and girls. It's good for society and it's good for business.

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