Unstereotype Alliance Creates a Free Tool to Eliminate Gendered Stereotypes in Ads

The global metric launched on International Women's Day


The Unstereotype Alliance, the industry’s cross-organization initiative led by the United Nations’ UN Women, has unveiled a simple tool on International Women’s Day that makes it easier for marketers worldwide to check for gendered stereotypes that may unintentionally work their way into ads.

The tool, called the Unstereotype Metric, is free for any brand or agency to use across the world. It currently consists of a five-point question (which may be tweaked in the future) addressing how both male and female characters are represented in ads, with the goal of ensuring that they are portrayed as positive role models to all audiences.

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