RX (Representation Index) is the prescription for inclusivity measurement.
More Inclusivity. Better Results.
Charity/Non-Profit
Retail
Food & Beverage
Business & Finance
Beauty
Automotive
RX scores measure inclusivity, including age, gender expression, skin tone, body type and more, enabling actionable insights that help brands better align their content with representation goals, while driving greater resonance and marketing ROI.
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Launched by XR and The Female Quotient, the Representation Index (RX) scores creative content across industries, giving brands the data they need to align with their inclusivity goals, track progress, inform optimizations and measure against category benchmarks. Powered by advanced AI models, RX by XR has the global scale to analyze content across more than 140 countries, measuring inclusivity across key dimensions such as age, gender expression, body type, skin tone, and accessibility, with authority coming soon.
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The Only Real-Time, AI-Powered Metric for Representation in Advertising and Creative Content
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A New Metric for Representation in Advertising
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Powered by advanced AI models, RX by XR has the global scale to analyze content across more than 140 countries, delivering insights to brands across any industry and market.
RX by XR empowers brands to measure inclusivity in advertising and provides intelligence to embrace diversity globally. RX your content to instantly evaluate representation across age, gender expression, body type, skin tone, accessibility, authority, and more.
The New Industry Metric for Representation in Advertising and Creative Content
RX Score Over Time
Jan '23 – July '24
100
0
Age
Body Type
Gender Expression
Skin Tone
RX Score
Key Diversity Dimensions
Low Inclusivity
HIGH Inclusivity
18
Avg. of all industries
24
35
39
44
28
25
30
32
Women are responsible for 60-85%* of car purchases and spend over $200 million** annually in the automotive category. RX provides real-time analysis of advertising assets, producing scores at multiple levels—by industry vertical, brand, campaign, and down to individual assets. It allows marketers to track progress against industry benchmarks and identify opportunities to optimize their content for true inclusivity.
RX Score: 30
Avg. of All Industries: 32
Launched by XR and The Female Quotient, the Representation Index (RX) scores creative content across industries, giving brands the data they need to align with their inclusivity goals, track progress, inform optimizations and measure against category benchmarks. Powered by advanced AI models, RX by XR has the global scale to analyze content across more than 140 countries, measuring inclusivity across key dimensions such as age, gender expression, body type, skin tone, accessibility — and soon authority.
The Only Real-time, AI-Powered Metric for Representation in Advertising and Creative Content
Auto
Charity / Non-Profit
*Auto Alliance, Who Drives a Household’s Buying Decisions? **She-conomy
The beauty industry has taken significant steps toward comprehensive diversity, equity, and inclusion, but the journey is ongoing, requiring brands—large and small—to continually assess and elevate their practices. RX enables beauty brands to take that step, delivering real-time representation scores across industry, brand, campaign, and individual assets. With RX, marketers can benchmark their inclusivity progress, optimize content, and create authentic connections with diverse audiences.
RX Score: 37
12
80
37
A study from professors at The Wharton School and Olin School found that ads with higher minority representation significantly boost consumer response in the business & finance industry. In the mortgage market, for example, increasing minority representation in ads from 15% to 25% led to a 14% rise in advertising elasticity*—a measure of an ad’s effectiveness in driving sales. RX empowers marketers with real-time representation scores across industry, brand, campaign, and individual assets, helping them benchmark inclusivity and optimize content.
RX Score: 33
36
41
31
33
*Kim, Donggwan and Jiang, Zhenling and Thomadsen, Raphael, TV Advertising Effectiveness with Racial Minority Representation: Evidence from the Mortgage Market, July, 2023
Auto Alliance, Who Drive a Household’s Buying Decisions?* & She-conomy**
XR delivers real-time RX scores across industry verticals, brands, campaigns, and even down to individual assets. With 75%* of consumers indicating that a brand’s inclusivity impacts their purchase decisions, XR empowers food and beverage marketers to benchmark progress and identify ways to create content that authentically reflects diverse audiences. Studies also show that inclusive campaigns can increase sales effectiveness by up to 16%**, underscoring how inclusivity drives campaign success and better business outcomes.
RX Score: 32
23
34
42
29
*Kantar Brand Inclusion Index 2024 **The Business Case for Inclusive Advertising, Unstereotype Alliance, 2024
Creative is a key driver of performance, accounting for nearly 49%* of sales. By pairing impactful creative with the right balance of inclusivity, brands can see a marked increase in sales and customer loyalty. RX provides retail marketers with real-time analysis of advertising assets, delivering scores by industry, brand, campaign, and down to individual assets. This enables them to benchmark against industry standards and pinpoint opportunities to optimize content for inclusivity, resonating more effectively with diverse audiences and drive impactful business results.
22
49
*NCSolutions, Five Keys to Advertising Effectiveness 2023
Kantar Brand Inclusion Index 2024* & The Business Case for Inclusive Advertising, Unstereotype Alliance, 2024**
Impactful creative is essential for driving awareness and engagement, playing a central role in inspiring donations and fostering trust for charities and non-profit organizations. RX provides a real-time analysis of content, generating inclusivity scores across specific campaigns, brand assets, and broader industry benchmarks. This allows marketers to track inclusivity progress and identify opportunities to enhance representation in their messaging, helping them resonate more effectively with diverse audiences.
RX Score: 42
57
Creative is a key driver of performance, accounting for nearly 49%* of sales. By pairing impactful creative with the right balance of inclusivity, brands can see a marked increase in sales and customer loyalty. RX provides retail marketers with real-time analysis of advertising assets, delivering scores by industry, brand, campaign, and down to individual assets. This enables them to benchmark against industry standards and pinpoint opportunities to optimize content for inclusivity, resonating more effectively with diverse audiences and driver impactful business results.
