Unstereotype Metric 2020: Key Findings

The Unstereotype Alliance and Kantar measured over 3,500 advertisements across 56 countries, 1,100 brands and 29 categories between 2019-2020 and found that progressive advertising is more powerful, distinctive, resonant and is linked with a higher intention to purchase.

The global data was captured by the Unstereotype Alliance’s 'Unstereotype Metric’ (UM), an open-access tool that measures how well a piece of advertising presents a progressive or regressive image of the female and/or male character(s).

The UM is a single measure question that can be applied to advertising creative at any stage of the process through to completion. Advertisers are encouraged to apply the UM and test creative early to shape the final campaign and reap benefits.