30.01.25

Greater Visibility of Women in the Media: EqualVoice Initiative Shows Progress

The Ringier initiative EqualVoice reports progress in the visibility of women in the media. The EqualVoice Factor shows significant improvements across various publications in Switzerland and six other European countries. Additionally, the EqualVoice United network is expanding in Switzerland with new members: Russell Reynolds Associates, FS Parker, and the FRZ Flughafenregion Zürich. A new white paper with Microsoft Switzerland and IMD highlights the challenges of AI bias.

As an international media company, the Ringier Group is committed to gender equality through the EqualVoice initiative, launched in 2019. Thirty-two media brands in seven countries, reaching 50 million people, have joined the EqualVoice initiative. This includes all media brands of Ringier Media Switzerland, Hanza Media in Croatia, Ringier Axel Springer Polska, as well as Ringier Hungary, Ringier Romania, Ringier Serbia, and Ringier Slovakia. Using a semantic algorithm, the EqualVoice Factor determines the visibility of women and men in the online and print editions of all participating media brands.

The EqualVoice Factor comprises two indicators: the Teaser Score, which refers to headlines and images, and the Body Score, which assesses the presence in texts. The results of the EqualVoice Factor 2024 underscore a positive trend in many media brands towards more gender parity in reporting compared to the previous year:

In Switzerland, the Teaser Score in 2024 shows a positive development towards more parity in seven out of a total of ten print products from Ringier Medien Schweiz. A similar dynamic can be seen in the Body Score balance for the print products reviewed.

Among the online editions of Ringier Media Switzerland’s media brands, Beobachter (43.2%), L’illustré (41.1%), and Schweizer Illustrierte (44.18%) particularly stand out for their balanced reporting in the Teaser Score. In terms of Body Score, Beobachter achieved the highest values with 40.6%, followed by L’illustré with 36.3%, and Schweizer Illustrierte with 39.7%, while Landliebe even exceeded the proportion of women with 60.1%.

EqualVoice at WEF 2025 – Second White Paper Presented

At the World Women Foundation at WEF, the EqualVoice initiative, together with Microsoft Switzerland and IMD (International Institute for Management Development), presented the white paper «Mind the Gap: Why Bias in GenAI is a Diversity, Equity, and Inclusion Challenge That Must Be Addressed Now».

Bias in Generative AI (GenAI) poses a risk to businesses and society as a whole, as the technology is set to be integrated almost universally within the next 18 months, according to the World Economic Forum. A white paper by IMD, Microsoft Switzerland, and the EqualVoice Initiative, presented at the World Women Davos Agenda 2025 in Davos, shows how biases in training data, development processes, and outcomes can reinforce sometimes injustices and promote stereotypes and exclusion. The report emphasizes the need to address these risks through governance, inclusive leadership, and continuous training. Failure to reduce bias jeopardizes innovation, ethical standards, and regulatory compliance.

Ann Jameson, Chief Operating Officer, Microsoft Switzerland, stated: «Microsoft is committed to responsible AI and is taking an approach that ensures AI systems are developed and deployed ethically and for the benefit of society. Crucially, responsible AI is not seen as an afterthought filter, but is a fundamental and integral part of the development and implementation process from the outset. Our employees are trained to assess and minimize risks. We are sharing this approach in a white paper and with the public to provide other organizations with guidance for their own responsible AI initiatives.»

There is a need to act now to ensure that GenAI promotes equity and inclusion. Annabella Bassler, CFO of Ringier AG and initiator of the EqualVoice Initiative, appealed: «With GenAI, we are at a critical crossroads. As we increasingly embrace this new technology, we have to ask ourselves whether we want it to simply help us do more – or whether it should help more of us do more. Do we want it to help us create a world in which more of us can compete and contribute on a more equitable basis? If the answer is yes, then leaders and decision-makers must take immediate and decisive action against bias in GenAI.»

Expansion of the EqualVoice United Network in Switzerland

To further advance gender equality, the EqualVoice United network is growing. Since January 28, 2025, the leading boutique agency for brand communication and digital content in Zurich, FS Parker, the FRZ Flughafenregion Zürich, which includes over 800 companies, 14 cities and municipalities, and 30 organizations, and the executive search firm Russell Reynolds Associates have joined EqualVoice United. The network now includes 23 companies working together to promote greater diversity and gender equality in the Swiss economy.

Marc Walder, CEO Ringier AG, remarked: «With the new members, we are gaining further strong partners who are actively committed to gender equality. EqualVoice United offers a platform where companies can learn from each other and achieve visible progress through joint initiatives.»

International Book Release: «The EqualVoice Mindset» Now Available in English

The book «The EqualVoice Mindset» by Stefan Mair, journalist at the Handelszeitung and Head of Newsroom Coaching EqualVoice, and Annabella Bassler, is now available in English. The publication offers practical tools for reducing the gender visibility gap and presents best practices for various departments. With reports from 12 editorial offices and specific tips for journalistic practice, the book is a valuable guide for achieving greater diversity and equality in the media industry. «Das EqualVoice Mindset» was published by Beobachter Verlag.

Conclusion

The EqualVoice initiative shows that substantial progress is being made in the area of gender equality. However, there is still much work to be done in the media and beyond. Further information is available at www.equalvoice.ch.


Links & Downloads
White paper
E-Book «The EqualVoice Mindset»
Beobachter Edition

About EqualVoice
The initiative was launched in November 2019 by CFO Annabella Bassler and is presided over by publisher Michael Ringier and CEO Marc Walder. The aim is to promote gender equality and to make women more visible in the media. At the center of this is the EqualVoice factor, which measures the presence of women and men in the media. This is now used by 32 media brands in seven countries and reaches 50 million users. Other projects of the Ringier initiative include the EqualVoice United network with the diversity partner EDGE and Swiss companies, the list of female experts as an internal Ringier research tool, the EqualPYXX photo challenge for more diverse images, and the «Fit4Media» expert workshop to promote female expertise. www.equalvoice.ch