Achieving and Winning with Accurate Portrayals of Women and Girls in Media

The 2021 GEM® Lift Study, produced in partnership between IRI and the Association of National Advertisers’ SeeHer movement, reveals the positive sales lift when women see themselves accurately and positively portrayed in advertising. Jennifer Pelino, executive vice president of IRI’s Global Media Solutions, and Latha Sarathy, executive vice president of Analytics, Insights & Measurement at ANA/SeeHer, share how doing the right thing in advertising can boost the bottom line.