Brands Win When Everyone Is Seen and Heard in the Story

At Advertising Week in New York City, SeeHer brought together some of the industry’s most influential voices to spotlight a truth that should now be self-evident: accurate representation in media and marketing is not only the right thing to do, it’s a powerful business strategy. For communicators, it was a master class in how authenticity drives trust and fuels measurable growth.

As publisher of CommPRO, I’ve attended countless industry gatherings, but this one stood out for its energy and purpose. The conversations reflected a broader shift happening across communications, one we’ve been championing through our CommPRO platforms and Town Halls, where storytelling, data, and purpose now intersect. SeeHer’s focus on inclusive marketing connects directly with how the next generation of PR and marketing leaders are redefining what effective communication looks like.

One of the key themes of the event was the power of inclusive storytelling. Laura Knebusch, senior vice president of CPG marketing and customer experience at Georgia-Pacific, summed it up best: “When we tell stories that reflect real women and girls, we’re not just doing it to check a box. We’re doing it because it makes our brands stronger and our relationships with consumers deeper.”

Georgia-Pacific’s case study showed how reshaping representation in its marketing is leading to real-world business results. When audiences see themselves reflected authentically, they feel seen and that emotional connection translates directly into loyalty and growth.

The sessions on women’s sports were among the most inspiring moments of the day. Warner Bros. Discovery and MilkPEP made a compelling case that investing in women athletes and telling their stories is one of the biggest growth opportunities in media. The passion of these fan bases is undeniable, and brands that step up will see long-term returns. As one speaker noted, “This isn’t about charity. It’s about business — and the smartest brands know it.”

A panel of creative leaders reinforced the importance of intentionality in casting, storytelling, and representation. Christine Guilfoyle, president of SeeHer, said it best: “Inclusive storytelling isn’t a trend. It’s the new standard. Audiences expect to see themselves on screen, and when brands deliver that authenticity, they earn trust that money alone can’t buy.”

The event also took a global view. In Japan, where gender equality in advertising continues to evolve, data-driven insights are beginning to drive more balanced portrayals. It was a reminder that representation is both a cultural and economic imperative, regardless of geography.

Another fascinating segment explored SeeHer’s research on men in advertising. Many portrayals remain stuck in outdated stereotypes, and updating those narratives can help achieve better balance while unlocking new creative and commercial opportunities.

Authentic partnerships were another highlight. GSK and A+E’s meningitis awareness campaign showed how inclusivity fuels both emotional connection and measurable impact. Freshpet’s collaboration with Terri & Sandy demonstrated how a challenger brand can use data and representation to scale meaningfully. And iMeLife’s call to amplify women in every space underscored that equity is a shared responsibility, not a passing initiative.

For communicators, the takeaway was clear: we’re not just shaping campaigns, we’re shaping culture. Every casting decision, every storyline, every data-driven insight carries weight. Authenticity and inclusivity are now the price of admission for relevance — and the pathway to growth.

I left SeeHer’s Advertising Week session both inspired and energized. We have the insights, the case studies, and the proof points. Now, it’s about application — putting those principles into practice daily and choosing to tell stories that mirror the world around us. When we do, consumers feel valued, brands build trust, and the communications industry fulfills its highest purpose: connecting people through truth, empathy, and creativity.