Bias is real and is dangerous, and unfortunately, still very much at play in societies around the world – even among young people of all genders. Men are in crisis, women are over-loaded, and gender non-conforming people are in despair. Advertising can (and should) be a catalyst of gender equity for all, using ingenuity to re-imagine what’s possible for people and for society.
International Women’s Day was on 8 March, with UN Women’s theme for the celebrations being: “For ALL Women and Girls: Rights. Equality. Empowerment.” This is a rallying cry for action that can unlock equal rights, power and opportunities for all and a feminist future where no one is left behind.
The marketing industry has an important role to play here. Powerful storytelling, courageous conversations on women’s issues and inspiring role models can all help erase biases and generate empowerment for women and girls. As we celebrate International Women’s Day 2025, it's a perfect moment to reflect on the strides we've made towards gender equity and the vital role advertising plays in driving positive social change.
Mind the Gender Gap
Let's talk about the gender gap. The World Economic Forum provides an annual benchmark of gender parity across four dimensions (Economic Participation and Opportunity, Educational Attainment, Health and Survival, and Political Empowerment), giving us a global perspective on progress.
In places like Western Europe, Canada, Mexico, Argentina, Australia, South Africa, and the Philippines, the gender gap is smallest, and women are more likely to participate in the workforce and enjoy greater equity in legal rights.
Some stand-out findings in the most recent Gender Gap data include the fact that the United States has seen a decline in the WEF’s Gender Gap ranking due to worsening health outcomes and representation in positions of power, while Mexico has improved due to good representation of women in government.
Further to this, despite the progress made on gender equity, nearly half of women told us that they have experienced discrimination in the past year, with gender-based discrimination being twice as common as that experienced by men (Kantar, Brand Inclusion Index 2024).
How can inclusive marketing move the dial – and why should brands care?
Inclusion matters to women and influences our behaviour. Kantar’s research shows that 81% of women worldwide consider diversity and inclusion important at a personal level, and 77% say these values influence their purchase decisions. This is a clear signal for brands to integrate diversity and inclusion throughout their advertising and business practices. It's not just about doing the right thing; it's about connecting with your audience on a deeper level.
Much still needs to change in our industry. Advertising globally still lacks aspirational roles for women, with only 5% of ads featuring women in non-traditional roles, 16% showing women of diverse body sizes, and 75% featuring young women (LINK+ Database Analysis, 2023). Brands must strive to represent women realistically and inclusively, without perpetuating harmful stereotypes. It's time to break the mould and show women in all their diverse glory.
Brands like Dove and Natura are guiding lights here - both excel at representing women of all backgrounds and advocating for self-esteem and body positivity. Dove, with its pledge to depict “Real Beauty”, was celebrated in our Brand Inclusion Index study as the most inclusive brand for women, as well as the most inclusive brand overall in the U.K., The Netherlands, and Canada.
“[Dove] Advertisements represent people like me. Particularly in respect of age, body shape, skin tone & scars UK Woman, 57, who has a disability
The Brazilian brand Natura broadened its marketing strategy to prioritise environmental sustainability, but also diversity and inclusion and positive social change. The personal care brand is committed to race and gender equity and equality, increasing the diversity of its workforce and senior leadership. It has also addressed fair pay, providing a dignified salary to all, and pay parity to women. These efforts saw the brand recognised in our Brand Inclusion Index as the most inclusive brand in Brazil.
“Because I always see information about this brand that is pro-society, promoting representation of ethnicities, diverse bodies, and female empowerment.” — 30-year-old woman with disability
Inclusive advertising is not only the right thing to do but also a smart business strategy. Inclusive advertising drives loyalty and sales, as evidenced by the "Inclusion = Income” study from the Unstereotype Alliance and Saïd Business School published in June last year. This used Kantar’s real-world sales data to evidence that inclusive advertising leads to 3.5% higher short-term sales and 16.3% higher long-term sales, 15% higher loyalty, and 54% higher pricing power.
While the evidence is clear and irrefutable, we must remain vigilant. There are early signs of a worrying trend: Kantar’s analysis of the U.S. Super Bowl 2025 ads found fewer women in leading roles, and fewer ads showed men and women equally. While at the same time, a few brands – Nike, Novartis, and the NFL – stepped forward with a very strong and deliberate message of female empowerment.
Looking ahead, it's crucial to stay committed to inclusive advertising and continue to challenge harmful stereotypes. By staying the course on women’s inclusion, we can create a more equitable world and drive positive social change, as well as have a positive impact in the bottom line. Savvy advertisers understand women’s growing purchasing power, as well as their influence in buying decisions.