Brand mascots serve as powerful cultural symbols that sit on kitchen tables and living room screens worldwide. Long before children encounter formal media literacy, these commercial icons deliver subtle lessons about authority, humor, domesticity, and social value. Yet while on-screen media representation faces rigorous scrutiny, commercial branding routinely escapes similar examination. Consequently, when J. Walter Thompson NYC hosted the Geena Davis Institute on International Women's Day, industry leaders convened to address a critical question: how do brand mascots shape consumer perception, and what responsibility do brand architects hold in evolving them?
To answer this, the Institute presented its groundbreaking study, Mascots Matter: Gender and Race Representation in Branding, analyzing nearly 1,100 mascots across consumer packaged goods categories. Specifically, by examining gender and race in brand mascots, the research revealed stark imbalances. Male mascots outnumbered female mascots 2 to 1, while characters of color remained severely underrepresented. Disabled characters were completely absent, and persistent gender stereotyping remained widespread. Ultimately, these findings highlight a major gap between modern cultural expectations and commercial branding practices.
Because of these widespread disparities, this salon was designed for creative directors, brand strategists, media executives, and corporate leaders to move beyond presenting static data. Instead, the gathering paired empirical research with candid discussion among agency leaders, storytellers, and executives. By addressing the cultural impact of gender and race in brand mascots, the event established a clear mandate for commercial media: inclusion must extend beyond content and into every single brand touchpoint.
The evening opened with a compelling call to collective agency. First, Marielle Holden, head of the Institute’s New York chapter, set an intentional tone by urging attendees to apply an active gender filter to their daily professional choices. Building on this momentum, Madeline Di Nonno, CEO of the Geena Davis Institute, framed the presentation around self-determination and power. Presenting the new study sponsored by The Jel Sert Company, Di Nonno detailed how commercial imagery shapes early childhood perception. In particular, she outlined data showing how discrepancies in gender and race in brand mascots reinforce societal biases. Male mascots dominate authoritative roles, while female characters remain disproportionately bound to cleaning contexts.
Transitioning from data to dialogue, moderator Tiffanie Darke led a panel through the practical realities of creative decision-making. As a starting point, Global Executive Creative Director Sarah Barclay shared a rewritten manifesto celebrating women navigating male-dominated creative environments. From there, the discussion moved into systemic barriers. TV and publishing veteran Courtney Parker emphasized the necessity of personal authority and authentic storytelling over superficial numerical targets. Expanding on these workplace dynamics, Executive Planning Director Torsten Gross offered a critical perspective by challenging attendees to examine who holds space in decision-making rooms, calling for systemic tools like blind resumes.
Furthermore, the conversation shifted from industry critique to operational change as Laura Treviño, VP of Marketing at The Jel Sert Company, explained why her company sponsored the research. Treviño detailed how legacy brands must actively modernize 50-year-old characters like Otter Pops to reflect modern audiences. Ultimately, the salon concluded with practical commitments, ranging from applying inclusion riders to establishing flexible work structures. As a result, the dialogue reinforced that commercial icons can no longer remain passive relics of past eras.
The salon was hosted and supported by J. Walter Thompson NYC, continuing a four-year strategic partnership with the Geena Davis Institute to examine representation across advertising and brand communication.
Meanwhile, research sponsor The Jel Sert Company played a central role in bringing the study to fruition. By offering its iconic brand portfolio—including Otter Pops—as a case study for modernization, Jel Sert demonstrated how legacy food and beverage manufacturers can practically lead responsible commercial re-branding initiatives.
Ultimately, commercial branding does not exist in a vacuum; it actively shapes culture. When the distribution of gender and race in brand mascots systematically marginalizes female authority, underrepresents people of color, and excludes disabled populations, commercial marketing reinforces structural inequality in everyday life. For this reason, the Geena Davis Institute’s research proves that commercial representation requires the same rigorous standards applied to film and television. In the long run, failing to modernize brand assets alienates increasingly conscious consumers and forfeits market relevance. Therefore, true cultural progress requires brand leaders to audit their visual identity and ensure their commercial icons reflect the diverse world they serve.
Above all, the insights shared at this salon represent the private conversations taking place among leaders shaping global culture. Access to GDI’s proprietary research, high-level roundtables, and executive salons is curated specifically for decision-makers who hold the power to drive real change.
By joining the Geena Davis Institute as a member, you connect directly with a network of influential creators, strategists, and corporate leaders. Furthermore, membership provides access to data-driven insights that inform high-stakes brand decisions long before they reach the public.
