Unilever has unveiled a new global alliance as it bids to wipe out stereotypical portrayals of gender in all advertising and brand-led content.

Alongside gender equality advocates UN Women, the Unstereotype Alliance has been set up to unite leaders across business, technology and the creative industries to rally against stereotypical gender portrayals such as women being presented as cooks in family adverts. It will meet for the first time at the Cannes Lions Festival on Thursday (22 June).

Members of the alliance include Facebook, Google, Alibaba, Mars and WPP, as well as advertising industry bodies such as the UK-based IPA and the US-based ANA.

According to Unilever’s chief marketing and communications Officer Keith Weed, progressive ads are 25% more effective and deliver “better branded impact”. Subsequently, he says it’s time for the new alliance to lead a “sustained transformation”.

“We’ve seen true progress…