Analytics

metrics

Gender Fair rates companies on metrics derived from the Women’s Empowerment Principles (WEPs) to ensure companies meet benchmark investments in gender equality—internally and in the communities they serve.

Launched in 2010 by UN Women & the United Nations Global Compact, the WEPs offer specific, measurable goals for gender equity.

Gender Fair ratings are presented as letter grades and are the total of scores in 4 key areas:

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Leadership

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Employees

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Advertising

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Philanthropy

Leadership Score
We analyze a company’s commitment to advancing female leadership throughout its organizational structure by asking the following:

  • Are there leadership programs for women?
  • Does the percentage of women in the C-Suite or Executive Committee **meet or exceed the current benchmark of 14% (average in Fortune 500)?
  • Does the percentage of women on the Board meet or exceed the current benchmark of 20% (average in Fortune 500)?
  • Does the percentage of women in management meet or exceed the current benchmark of 40% (average according to US Government Accounting Agency)? NB: Management figures are self-reported, and definitions may vary.

**We use the number provided to the SEC of the highest paid executives. For non-US companies where that data is not available we count the executives with the word Chief in their titles, and if that is not applicable, we use the company’s listing of top executives.

Employee Score
We analyze a company’s ability to provide a working environment for employees by asking the following:

  • Does the paid maternity leave meet or exceed the current benchmark of ten weeks?
  • Does the fully paid paternity leave meet or exceed the current benchmark of two weeks?
  • Does the company report employee diversity?
  • Does the company report diversity in its supply chain?
  • Does the company have programs for female employees, such as onsite childcare and lactation rooms?

Advertising Score
We analyze a company’s efforts to portray women in a way that breaks stereotypes in its marketing.

To get this score, we reviewed at least five ads or images for each of the company’s six major brands. The average of this score makes up the Consumer Score.

A brand receives an “A” if any single one of its ads depicts:

a | A man or woman doing an activity that has less than 50% representation of their gender (each grade must come with accompanying stat and source to substantiate).

b | A woman or man dressed in clothing that is not typical or relevant to the activity in the ad. For example, a brand would fail if it portrays a woman in a bathing suit who is not at the beach or near a swimming pool. Or a man in a swimsuit at the grocery store.

c | A woman or man is shown as a victim of any violence.

Philanthropy Score*
We analyze a company’s commitment to philanthropy or social responsibility (CSR) by evaluating the following:

  • Does the company/brand have CSR programs that focus on women specifically?
  • Is this program a one-off campaign or a long-term program?
  • Does the company’s women-focused initiatives address an issue other than breast cancer?
  • Is the company transparent about its CSR or philanthropy? Does the company publish a CSR or philanthropy report, site, or page?
  • Does the company report dollar amounts of all donations?
  • Does the company publish dollar amounts of donations to women’s programs?
  • Does the company publish the financial contributions to its women-focused programs?
  • Does the company have a nationally or internationally-focused CSR/philanthropic program for women?*

* labeled as «other» on the Gender Fair app because of space limitations.

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