While women have been a mainstay in advertising since its beginnings, they aren’t well represented across all industries. According to a survey by Engine Insights most of the progress with women in advertising happens in brands targeted at women: Covergirl, L’Oreal, Maybelline, Dove, and alcohol brands represent some of the most conservative in the sample. Most people have higher trust rates for women in advertising in predictable areas: baby products, household cleaning, and clothing. Distrust is most apparent in financial services industries like credit cards, insurance, and investment products. While these notions of gender are archaic there are some promising results as there is growth in trust in areas like automobiles, technology, and home improvement. A vast majority of consumers want to see more women empowerment in ads (73%) and even more believe these depictions have a positive impact.