Eumetra presents its new, proprietary model for assessing the effectiveness of communication in terms of equity, diversity and inclusion (EDI) compliance.
This project arose from the increasing demand to bridge the gap between companies’ declared EDI values and how people perceive their messages. The approach was developed based on the findings of the “Genders and Generations in the Mirror” survey, which was conducted in October 2024 with a representative sample of over 2,000 Italians. The survey highlighted significant differences in perception according to gender and age. Generational and gender differences influence sensitivity, expectations, and attitudes towards gender equality and inclusion issues, directly impacting how corporate communication on these topics is perceived.
People are paying more attention to what companies communicate, and they are no longer satisfied with declarative or symbolic messages. They want consistency between words, actions and values – said Matteo Lucchi, CEO of Eumetra – That’s why we have developed a model that goes beyond measuring the memorability or appreciation of communication content. It analyses its ability to be inclusive, authentic and aligned with the principles of diversity, equity and inclusion. EDI is no longer just an ethical issue; it is also a competitive advantage. Communicating these issues effectively can generate value, trust, reputation and attractiveness.
Family and work: equality remains a distant goal
Data collected by the research shows that equality between men and women in family dynamics is still only partially achieved. Women bear the brunt of domestic tasks: 76% of women surveyed say they are solely responsible for cleaning the house, compared to just 11% of men. Similar gaps can be seen in meal preparation and childcare, areas in which women remain predominantly involved. The differences are only partially mitigated in the management of children’s free time, where men take on more responsibility. Despite bringing new values and visions, the younger generations are still struggling to free themselves from this cultural legacy: gender differences are already evident in adolescence, with girls often self-censoring and tending to ask for less than their male peers, who are normally allowed more. For instance, 76% of boys are given a prepaid card, compared to 68% of girls. Of the remaining 32%, 18% would have liked one but did not dare to ask for it. The same applies to the use of the family car: 64% of boys are allowed to use it, compared to 49% of girls, 30% of whom would have liked to ask for permission but did not dare. Here, the percentage of girls who wanted to ask but did not is even higher at 30% (compared to 18% of boys). Generally, parents tend to be more permissive with their daughters in areas that have less to do with independence, such as getting a tattoo or piercing.
The management of family finances also highlights a cultural imbalance: men tend to be the main decision-makers when it comes to money management and major purchases (55% and 45%, respectively), while women tend to be responsible for day-to-day financial operations. In the workplace, these inequalities are even more pronounced. 51% of women said they had given up work or reduced their hours to care for their family, compared to 29% of men. Furthermore, many women do not ask for promotions or pay rises from the outset, often due to a lack of confidence or discouraging expectations. 35% of women have done so, compared to 27% of men. Unsurprisingly, even among those who do apply, women have a lower success rate.
Women’s professional image is generally associated with characteristics such as sensitivity, helpfulness and interpersonal skills, while men are associated with leadership, decisiveness and technical skills.
This stereotypical view of the potential of women and men helps to perpetuate a mindset that is also reflected in advertising.
Advertising and representation: the gap between image and reality
A key finding of the study is the way people see themselves in advertising. 79% of respondents do not identify with the way advertising portrays their gender, a figure which rises to 81% for age groups. There is a particularly wide gap between young people in Generation Z and Boomers, who are the most critical of the imagery proposed by the media. For Generation Z, advertising often perpetuates stereotypes that do not reflect their authentic and fluid identity. For Boomers, advertising representations seem to ignore the complexity and evolution of their role.
Therefore, 73% of the sample believe that it is urgent to take action to promote greater inclusion in advertising representations.
This discrepancy between how we feel and how we are seen in advertising narratives can generate mistrust, but it can also create opportunities to build new, more authentic and inclusive connections. In fact, 66% of people say they trust brands that avoid clichés more. Stereotyping is widespread across all sectors, including cosmetics, home and personal care, clothing, food, and financial services. Conversely, campaigns that break with stereotypical representations to tell authentic stories about people outside the dominant narrative positively impact brand appeal.
Although companies are the focus of expectations, their commitment still appears to be partial
While the public considers the role of companies in promoting gender equality to be important, concrete commitment still appears limited. Only 7% of surveyed women (compared to 15% of men) believe that companies are actually doing something tangible; meanwhile, 35% of women (compared to 28% of men) view the process as window dressing or marketing. The data highlights that women are more sensitive to the authenticity of corporate commitments.
At the same time, expectations are high: 62% of women and 39% of men would like companies to do more about gender equality, confirming a widespread demand, albeit with varying degrees of intensity. Overall, 54% of respondents say that a credible commitment to the issue improves internal well-being and employee engagement, while 49% say that such a commitment helps create more inclusive and collaborative work environments. Finally, 40% of the women surveyed (29% of the men) recognise that addressing these issues seriously has a direct impact on corporate reputation and societal value.
In terms of communication, people want consistency, real inclusivity, respect, value and empathy. Consistency between stated values and the messages conveyed is the most sought-after quality, as indicated by two-thirds of respondents (66%). This is followed by the need to demonstrate a concrete commitment through visible and credible initiatives (48%), and the request to abandon stereotypes and simplifications in content disseminated to the public definitively (47%).
A model for measuring the effectiveness of inclusive advertising
To address this need, we have developed a new model for evaluating communication in terms of EDI compliance. The model consists of five steps designed to evaluate the attractiveness and effectiveness of communication in line with EDI principles:
- interest: the ability of communication to arouse interest in the target audience.
- Credibility: the credibility of the company with regard to what it intends to communicate and how this aligns with its brand identity.
- Suitability refers to the correctness of the content, forms, language and tone used.
- Emotional closeness: the emotional connection that communication generates with the company.
- Gratitude: the feeling of gratitude that communication generates towards the company for providing ‘value’. The audience feels seen and involved, and is led to return attention and trust to the brand.
With this new approach, Eumetra offers companies a concrete tool with which to design, evaluate and improve their communication in a way that is consistent with contemporary values. After all, simply claiming to be inclusive is not enough; you also need to know how to communicate it effectively.
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