Women Drive the Economy. But Are Still Overlooked in Advertising.

The 2025 Gender in Advertising Report reveals ongoing question marks over women’s representation in advertising. 

By 2028, women will control 75% of discretionary spending, making them the most powerful consumer group worldwide. Yet, 91% of women feel that brands don’t understand them. This disconnect isn’t just a missed opportunity—it’s a business risk. Inclusive advertising isn’t solely about representation but driving brand performance and consumer trust.

Our 2025 Gender in Advertising Report, based on 940,000 ads and $5.9 billion in media spend, reveals that progress in female representation in advertising has stalled or in some cases regressed. From outdated stereotypes to racial disparities in ad spend, the industry still has work to do. 

→ Download the 2025 Gender in Advertising Report in Full

Key Findings: Where Progress Is Stalling

• Women are still cast in traditional roles: 71% of women in ads were shown in domestic or family settings, while only 20% appeared in professional or leadership roles.
• Older women are disappearing from ads: 94% of women over 60 were depicted in domestic roles, with just 6% in professional settings. 
• Ad spend prioritizes lighter skin tones: Women with the lightest skin tones received 4.6X more ad investment than those with the darkest. No women with darker skin were cast in leadership roles. 
• The U.S. lags in inclusivity: In the US market, 95% of women were shown in domestic roles. 

Why It Matters: Connecting Representation to Business Impact

Inclusivity in advertising has been shown to drive positive impacts on commercial outcomes.

Research shows that ads with progressive female representation drive 20% more brand choice. Meanwhile, 78% of consumers consider a brand’s diversity efforts when making purchasing decisions. 

But without insights into the current state of play brands cannot benchmark themselves and set targets for progress. Our latest analysis reveals that social media ads still overwhelmingly depict women in traditional, domestic roles, presenting an opportunity for brands to improve representation and drive business impact. 

→ Download the 2025 Gender in Advertising Report and see where the industry stands.