Last month's ABX Advisory post, "Positive Portrayals of Females in Ads leads to Financial Gain," announced the major leaps forward advertisers are making in the respectful portrayal of women in advertising. A 2019 ABX longitudinal survey showed an increase in the presence of women in ads, an increase in understanding as to what makes an ad "appropriate," and a decrease in tolerance for ads that are "inappropriate." Even more exciting, ABX research shows it is possible to increase sales to women by 45% by depicting females properly in advertising. Today, we will look at top ABX Gender Equality Index ads in the UK, Germany, Japan and the US to see what is working in each.
