PepsiCo is using the #SeeHer Gender Equality Measure as both a qualitative and quantitative tool to more accurately portray girls and women and help validate some of its budget and media decisions. \u201cWe\u2019ve been using it much, much more the last two years across our organization and across a wide variety of brands,\u201d says Global VP Ciara Dilley.<\/p>\n

\u201cBecause we do believe that the need to depict women positively is not just incumbent on our female focused brands, but it\u2019s important that all of our brands show up in the right way.\u201d<\/p>\n

Launched<\/a> by the Association of National Advertisers in 2016, #SeeHer and GEM have prompted \u201ca heightened level of awareness and much more sincere conversations around the quality of our communications,\u201d Dilley explains in this interview with Beet.TV.<\/p>\n

Dilley, who is responsible for PepsiCo\u2019s<\/a> Better For You & Premium Brands, says that shoppers are basing their brand decisions in part on strong diversity messages and positive depictions of females. Moreover, diversity pays dividends.<\/p>\n

\u201cThose businesses that are invested in diversity perform better, and the statistics show that now,\u201d she says. \u201cI think also we know that the GEM score drives better business results, so that\u2019s incredibly important, particularly when you\u2019re speaking to the finance director.\u201d<\/p>\n

Dilley<\/a> has found that GEM helps PepsiCo have wider communications about the depiction of females in its communications. It can also act as a prompt to \u201cget the right message across\u201d and avoid making mistakes.<\/p>\n

In addition, #SeeHer has fostered more constructive collaborations with the company\u2019s agency partners. \u201cIn the last few months, I\u2019ve been personally involved with a number of my brands and as we\u2019ve developed new creative starting off with the conversation that #SeeHer has enabled us to have and putting that front and foremost as a critical factor of success within creative development,\u201d Dilley says.<\/p>\n

You are watching Gender Equality Means Business, a Beet.TV<\/a> series presented by Meredith Corporation in partnership with #SeeHer. For additional videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

PepsiCo is using the #SeeHer Gender Equality Measure as both a qualitative and quantitative tool to more accurately portray girls and women and help validate some of its budget and media decisions. \u201cWe\u2019ve been using it much, much more the last two years across our organization and across a wide variety of brands,\u201d says Global […]<\/p>\n","protected":false},"author":17,"featured_media":56817,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7572],"tags":[5961,6181,7567,7579,7581,7582],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/56815"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=56815"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/56815\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/56817"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=56815"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=56815"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=56815"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}