Google Plays Up Gender Equality-Related Searches for International Women’s Day

Here’s one: Sexual harassment queries are up 99% from last year

Google's ad uses a image from the Oscar-nominated film The Florida Project. - Credit by Google
Headshot of Lauren Johnson

Google—which has notoriously struggled with its own sexual harassment issues—is trying to turn the narrative around gender equality today with a campaign that leans on search data.

Google released a slew of Google Trends data showing the uptick in searches specific to gender equality. Google’s data is indexed to 100, which represents the maximum number of searches. As the chart below shows, March 2017 represents 100 percent because that’s when searches about gender equality spiked the most. Since then, the interest in gender equality has varied from 40 to 87.

In terms of questions Googled about gender equality, here are the top five queries, all of which are tactical queries about how to fix the gender gap.

  • How to help gender equality
  • How to support gender equality
  • How to measure gender equality
  • How to improve gender equality
  • How to talk about gender equality

Another set of data points from Google Trends digs into queries about specific equality issues. Searches for sexual harassment, for example, are up 99 percent from March 2017. Searches for the #MeToo movement have taken place in 196 countries.

Google then turned its data into a new 60-second commercial that ends with the line, “To everyone seeking a more equal future, search on.”

Google also asked a handful of celebrities to film themselves answering search queries about themselves using its recently launched Stories format, which are 10-second vertical videos that resemble Snapchat Stories and Instagram Stories. Misty Copeland, for instance, talks about her proudest career moment while fashion designer Diane von Furstenberg talks about what it means to be a strong woman.

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.