A business case for action

Step into a world where authenticity redefines advertising with the Make It shEqual podcast

The Make It shEqual podcast uncovers the remarkable potential of genuine representation in advertising. Your host, Sarah Davidson, interviews industry experts, thought leaders, and trailblazers on the tangible impact of inclusive portrayals on brand loyalty and commercial triumph.
Join us as we cultivate dialogues that envision advertising resonating personally, driving positive cultural shifts. Your seat at the table awaits, where authenticity isn’t just a goal—it’s the heart of progress.

Tune in and become a catalyst for change. Listen to all five episodes on Apple Podcasts, Spotify or Youtube now


Australian consumers want to see their reality reflected back at them – they want to see real people, real bodies, real experiences and real perspectives.

Representing Real People in Ads, Women's Health Victoria and Kantar (2023)

When advertisers connect with their audience in a way that truly resonates, their campaigns are seeing commercial success and lasting brand loyalty.

As cultures shift and new trends pop up, advertisers and marketers are on the front lines of showing how things are evolving. It’s about representing Australians as they really are—keeping it real and genuine, which is pretty darn progressive. And it’s not just about being good for society; brands that nail this approach see a bigger impact, stick in people’s minds, and build a business that’s solid and sustainable for the long haul.

To establish an evidence base for this cause, shEqual worked with Kantar, the world’s leading data, insights, and consulting company, to conduct research on the impact and effectiveness of progressive gender portrayals in Australian advertising.

Our findings confirm that positive, authentic, and diverse representations of women not only enhance campaign effectiveness but also yield a higher return on investment.

When it comes to advertising, achieving better representation involves a journey marked by three crucial steps for marketers:


Read the full report

Want to take action now?

Download our quick guide to the Kantar research with practical tips for creating better representation in ads here

Download the quick guide