Inclusive Advertising in Sweden: The Risks of Falling into the Stereotype Trap

A Study of Advertising’s Ability to
Reflect Our Time in the Years 2015-2020

The Geena Davis Institute conducted a study in partnership with Komm, Sveriges Annonsörer (the body for Swedish Advertisers), and Google Sweden. Together, we analyzed representation within top advertising campaigns that were nominated for three prestigious awards over the course of six years (2015-2020), namely the Guldägget, where the most creative advertising is rewarded, 100 Wattaren and YouTube Works where its commercial effect or impact is rewarded. We looked at this in the context of Swedish demographics, while also reviewing the use of stereotypes within these campaigns.

Explore the Study’s Findings

Google’s Sara Mattsson and Pia Ghosh discuss the report and its findings with Madeline Di Nonno, President and CEO of the Geena Davis Institute.

Watch the Interview on YouTube

IF SHE CAN SEE IT, SHE CAN BE IT