NEW YORK--(BUSINESS WIRE)--SheKnows Media, a leading women's media company with 81 million unique visitors a month* and 302 million social media fans and followers, today announced that it will reveal new, proprietary research on #Femvertising during its Sept. 26 panel titled, “The Key to Next-Generation #Femvertising: Ever-More Authentic Portrayals of Humans.”
The survey, fielded online in September 2016, examines attitudes toward the pro-female advertising movement in which brands are increasingly building gender-equality messages and images into ads that target women. Responses were compared to SheKnows Media’s original #Femvertising study, which was revealed at Advertising Week in 2014. This year, however, nearly 4,000 people took the survey compared to just over 600 in 2014. In addition, SheKnows Media opened the #Femvertising survey up to men.
A first look at the findings show that while an overwhelming majority of women (97%) and men (90%) think advertising has an impact on how society views women, just 65% of men believe portraying women as sex symbols in ads is harmful. Among women, that statistic jumps up to 90%. The full set of data from the 2016 #Femvertising survey will be revealed during the Sept. 26th panel, moderated by Samantha Skey, President and Chief Revenue Officer at SheKnows Media and featuring the following high-profile panel of speakers:
- Jodi Harris, Head of Consumer Insights, Anheuser Busch
- Madonna Badger, Chief Creative Officer/Founder, Badger and Winters
- Jamia Wilson, Executive Director of Women, Action and the Media
- Angelique Roche, Vice President, External Affairs, Ms. Foundation for Women
The panel will explore how successful pro-female campaigns have enabled brands to build deeper, more meaningful connections with women – arguably the most important consumer demographic, controlling 85% of purchasing decisions and heavily influencing the rest. In addition, the panelists will consider how #Femvertising must evolve to push brands to present portrayals of all people, challenging stereotypes of women and men alike.
“#Femvertising continues to be a powerful force in the advertising industry, propelled by award-winning ads like Always’ #LikeAGirl, Dove’s wildly successful Real Beauty campaign, as well as a focus on feminist issues like the gender pay gap and the monumental first of having a woman running for president,” Skey said. “But our work is far from done. #Femvertising must continue to evolve by becoming more inclusive, and by pushing modern portrayals of all people in order to help advance the fight for gender parity. I look forward to discussing this issue at Advertising Week 2016 with such an esteemed panel of speakers.”
SheKnows Media to Honor Winners of the 2016 #Femvertising Awards at Advertising Week
In addition to sharing results of its brand-new #Femvertising survey, SheKnows Media will honor winners of its second-annual #Femvertising Awards at Advertising Week 2016. The winning campaigns, chosen from the following list of finalists, were ultimately determined by nearly 7,000 votes from the public:
Humor
- Bud Light: Equal Pay
- Lyft: Riding is the New Driving
- Organic Valley: Real Morning Report
Inspiring
- Brawny: Strength Has No Gender
- The Limited: What Does Leading Look Like?
- Under Armour: Rule Yourself - US Women’s Gymnastics
Next Generation
- Girls Who Code: Why Girls Can’t Code
- Dear Kate: First Time
- Microsoft: What Will You Make?
Social Impact
- Axosoft: It Never Was A Dress
- #WomenNotObjects: We Are #WomenNotObjects
- JCPenney: Here I Am
Dadvertising
- Nissan: With Dad
- Pantene: Dad-Do
- Quaker: The Recital
In addition to voting for their favorite campaigns across the four award categories, individuals had the opportunity to submit the name of an empowering pro-female ad via the People’s Choice award. The #Femvertising Awards also give children a voice; teens and tweens who belong to Hatch, SheKnows Media’s innovative digital storytelling and media literacy program for kids, voted for the campaign that most resonated with them. Finally, SheKnows Media executives and editors will award a brand that is making strides to change the conversation about the way women are marketed to. The People’s Choice, Hatch Kids and Wildfire award winners will also be announced during SheKnows Media’s Next-Generation #Femvertising panel at Advertising Week 2016.
“We launched the #Femvertising Awards last year to pay tribute to advertising campaigns that reject unattainable beauty standards and gender stereotypes in an effort to do the right thing by women and girls,” Skey said. “Congratulations to each one of our 2016 #Femvertising Awards finalists – we are thrilled to feature such a powerful roster of campaigns that are proving advertising can be used for good, while also having a positive impact on brand awareness and the bottom line.”
For more information about the panel or to request the full set of #Femvertising survey results, contact femvertising@sheknows.com. Learn more about SheKnows Media at http://www.sheknowsmedia.com/.
* comScore, Media Metrix, Multiplatform Key Measures Report, Lifestyles Category, August 2016, U.S
About SheKnows Media
SheKnows Media is the number-one women’s lifestyle digital media company with 81 million unique visitors per month (comScore, Media Metrix, Multiplatform Key Measures Report, Lifestyles Category, August 2016, U.S.) and 302 million social media fans and followers. The company operates a family of leading media properties that include SheKnows.com, BlogHer.com, STYLECASTER.com and HelloFlo.com. SheKnows Media also organizes the conference #BlogHer16: Experts Among Us, the largest annual celebration of women online content creators, social media influencers and brand executives, taking place in Los Angeles, August 4-6, 2016. With a mission of women inspiring women, SheKnows Media is revolutionizing the publishing industry by forging a new kind of model that seamlessly integrates users, editors and content creators onto a single platform designed to empower all women to discover, share and create. Whether it’s parenting or pop culture, fashion or food, DIY or décor, our award-winning editorial team, Experts, bloggers and social media influencers produce authentic and on-trend content every day. We dig deep to learn what makes our audience tick, revealing unexpected insights on women and digital media. Our robust, end-to-end suite of premium branded content and influencer marketing solutions generate more than 2 billion ad impressions per month (sources: DFP), allowing brands to distribute authentic content and integrated advertising at scale.
SheKnows Media is based in New York and Scottsdale, Ariz., with offices in Los Angeles and Chicago. We also operate internationally in Canada, Australia and the United Kingdom.
