The Geena Davis Institute on Gender in Media at Mount Saint Mary’s University works with media and entertainment companies to improve how girls and women are reflected in media. The Institute developed this report to examine ways that the advertising industry has improved representation of women, and where it can do better.

The report includes a section that discusses what agencies and brands can do to address gender representation in advertising:

• Think beyond the short-term – one female-focused ad campaign might generate press, but it won’t ensure representation in the long-term.
• Build women into the process, not just the results – place women in decision-making roles to add new dimensions to outdated gender-based stereotypes.
• Look to the challengers – watch your challenger brands that are filling a niche market to see where the culture is headed.