An organization aiming to improve the position of women in business says a new measurement metric can do the same for women in advertising.
In October, Extreme Reach partnered with The Female Quotient to launch a new measure called RX, or Representation Index, aiming to improve how inclusivity is measured in media.
“If you can’t see what you’re doing wrong, you can’t fix it,” said Shelley Zalis, CEO of The Female Quotient, in this video interview with Beet.TV.
The RX score measures five dimensions of inclusivity, including gender representation, accessibility, authority, age, skin tone, and body image. The new metric is an evolution of the gender equality measure (GEM) brought by #SeeHer, which focuses on how girls and women are portrayed in media.
“If you can’t see what you’re doing wrong, you can’t fix it,” Zalis said. “This just, right in front of your face, gives you such a simple tool to see where you …