Strive for More 2.0: The Female Portrayal Guide for Growth-Obsessed Marketers

She matters — bottom line.

Women are not just a target audience; they are economic powerhouses, decision-makers, and purchase influencers. As marketers, you have an unprecedented growth opportunity — and responsibility — to strive for more in your advertising. In SeeHer and Ipsos’ latest report, discover our new findings about how women want to be depicted in advertising in 2025 and how accurate portrayal will drive better business outcomes and long-term impact. 

Download Whitepaper

About this research

Our initial "Strive for More" research established a clear link between accurate portrayals of women in advertising and measurable business outcomes through the GEM® index. Developed by SeeHer and Advertising Benchmark Index, GEM® (Gender Equality Measure) is the global standard for measuring creative effectiveness through the lens of human portrayals. High GEM® scores strongly correlated with both short-term sales lifts and long-term brand equity.

Among the key pillars, "Presented" and "Role Model" were most impactful, showing that complex, multidimensional female roles drive stronger consumer engagement. However, too few brands were tapping into this opportunity.

Strive for More 2.0 validates previous findings and builds on our understanding of what drives high GEM® scores by exploring:

1. The continued strength of the link between female portrayals and business growth
2. How well current ads meet evolving consumer expectations
3. Specific tactics to enhance the "Presented" and "Role Model" pillars