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MAY 1, 2025 |
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Key stat: 95% of women characters in US ads are portrayed in domestic and family roles, while only 3% are in leadership roles, according to a March 2025 CreativeX report. In worldwide ads, 71% of women characters are portrayed in domestic roles and 20% in leadership roles. |
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Beyond the chart: |
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Only a third of all pharmaceutical and healthcare advertising accurately portrays women, who are key decision makers in 80% of healthcare choices, according to a 2024 report from The Association of National Advertisers’ SeeHer initiative.
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Ads with positive female representation see a 20% lift in choice intent, according to an Ipsos report.
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Women will control
75% of discretionary spending by 2028, Nielsen projects. |
Use this chart: Marketers can use this chart to consider more ways to feature women in their campaigns, better reflecting the diversity of their roles. |
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Related EMARKETER reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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