Annabella Bassler: "Progress is fragile"

m&k Ms. Bassler, are you familiar with the feminist yodelling choir "Echo vom Eierstock"? It cultivates an age-old tradition and combines it with modern themes such as menopause, gender equality and sexuality. What does the choir's success say about the need for new voices and narratives in our society - and in the media?

Annabella Bassler Yes, this example is extremely exciting because it combines several levels at once. On the one hand, we are looking at a traditional cultural form that has long had strong male connotations and, on the other, at topics that are still given too little space in the public debate. The fact that the choir is so well received shows very clearly that there is an enormous need for identification, for new perspectives and for stories that depict realities of life that have often remained invisible until now. This is a clear signal for the media. If social issues generate so much resonance, they must also be portrayed more strongly in journalistic terms. The media shape which voices are considered relevant - and which are not. This is exactly where EqualVoice comes in.

In your view, is this example more of a marginal phenomenon or a sign of real structural change?

I would say that it is a symptom of change, but not yet proof that it is complete. We see many such initiatives, projects and movements that make it clear that something is changing. At the same time, however, we are also seeing how stubborn old structures are, especially in the media. Real structural change means that diversity no longer depends on the commitment of individuals, but is systematically taken into account. As long as women, especially experts, are underrepresented in certain departments or power contexts, we cannot speak of true equality.

"Many imbalances are not caused by intention, but by habit."

2025 has been dubbed the "gender equality year" in many places. What is your personal assessment?

Our assessment is ambivalent. On the one hand, we experienced a high level of visibility for gender equality issues in 2025: there was intensive discussion, numerous initiatives were launched and social awareness has grown noticeably. Equality is no longer a marginal issue, but is taken seriously, at least at the level of public debate. At the same time, however, we are also experiencing a clear countermovement. Political developments - above all the influence from the USA and the discourse shaped by it - have contributed internationally to equality and diversity issues being increasingly questioned or deliberately pushed back. This dynamic is having an impact far beyond the USA and is also reinforcing a mood in Europe in which equality is once again being portrayed as ideological or dispensable. This shows just how fragile the progress that has been made is. In times of multiple crises, gender equality issues quickly come under pressure. This makes it all the clearer: Equality must not be a project that is prioritized or postponed depending on the political or economic situation. It must be structurally anchored, especially in the media, which have a decisive influence on which perspectives are visible and which are not.

Was there a situation last year in which you thought: This is exactly why we need EqualVoice?

Unfortunately, such moments occur regularly. It is particularly evident in reporting on crises, politics or the economy. As soon as it comes to power, security or global conflicts, women disappear from media visibility - as experts, decision-makers or protagonists. EqualVoice was founded for precisely this reason: to make these patterns visible. And we are now going one step further. With the AI-supported EqualVoice Assistant, we can not only show editors in retrospect where imbalances exist, but also draw their attention to them during the creation process of a text.

The Women's European Football Championship in Switzerland also generated a lot of attention. What did this event contribute to equality - also in the long term?

Such major events are hugely important because they create visibility and produce new role models. Young girls see that sporting success, professionalism and media attention are not a question of gender. In the long term, however, it remains to be seen how sustainable this effect is. The decisive factor is whether women's football also receives regular, serious and equal coverage beyond tournaments. This is precisely where we often see relapses - and this is where data-based tools such as the EqualVoice Factor can help to identify these imbalances at an early stage.

The results of the EqualVoice Factor 2024 showed a positive trend. What do the current figures look like - and are they heading in the same direction?

Basically, yes, we continue to see improvements in many media brands. But the development is not uniform. Some editorial teams are making great progress, others are stagnating. This is particularly clear: Progress happens where responsibility is clearly defined and where data is actively used. The EqualVoice Factor was the first step towards making equality measurable. The EqualVoice Assistant is now the logical next step, because it integrates these findings directly into everyday editorial work and makes them easy to use.

What milestones would you say you have achieved since EqualVoice was founded?

The most important milestone was undoubtedly the introduction of the EqualVoice Factor. It has created a factual, data-based foundation and de-emotionalized the discussion. The second major milestone is the EqualVoice Assistant. With this, we are leaving the pure analysis level and moving into operational support. For the first time, editorial teams have an AI-supported tool that supports them in real time with more conscious reporting.

"In times of multiple crises, gender equality issues quickly come under pressure."

However, parity has not yet been achieved. When do you think this goal will become a reality?

There is no fixed date. Parity is not a sure-fire success. It can only be achieved if we work on it continuously - with clear goals, measurable criteria and suitable tools. But what I can say is this: Without structural support, it will take much longer. This is precisely why we rely on technological solutions such as the EqualVoice Assistant.

There is often talk of a "backlash" in the social debate. Do you share this view?

Yes, we are also feeling this headwind. In politically and economically uncertain times, diversity and equality issues are quickly portrayed as dispensable. This is dangerous because it suggests that equality is a luxury. Yet it is a sign of quality - especially in journalism. Media that portray diversity report more accurately, more relevantly and closer to reality. In business, too, more diversity leads to better discussions and therefore better decisions.

Some companies are also withdrawing from diversity programs. What are the consequences?

This may save costs in the short term, but in the long term it is a clear step backwards. Companies lose innovative strength, credibility and attractiveness. For Europe, this means that we need to be very vigilant in order not to fall behind standards that have already been achieved. Initiatives such as EqualVoice are therefore more important than ever.

Let's move on to AI: you recently opened up the EqualVoice Assistant to external partners. How has the tool been received?

The response has been extremely positive. Many journalists see the EqualVoice Assistant not as a form of control, but as support. It analyzes texts while they are being written, recognizes imbalances in gender distribution, stereotypical attributions or one-sided perspectives - and makes concrete suggestions for improvement. What is important is that the EqualVoice Assistant does not make any decisions. It raises awareness. The editorial responsibility always remains with the person. The EqualVoice Assistant is not only accessible to the media, it can also be used to analyze website texts, social media posts or job advertisements.

What can a tool like the EqualVoice Assistant actually achieve?

It lowers the barrier to entry. Equality does not become an additional task, but part of the normal workflow. This is crucial for sustainable change. It also creates awareness where routines take hold. Many imbalances are not caused by intention, but by habit. This is where the Assistant comes in.

To what extent can AI generally contribute to equality in the media?

AI can recognize patterns that we overlook. It can evaluate data, make trends visible and provide a basis for decision-making. Used correctly, it is a powerful tool for greater fairness and quality. However, the prerequisite is that it is developed responsibly - with clear ethical guidelines.

At the same time, there is a risk that AI will reinforce existing stereotypes. How do you counter this risk?

This danger is real. AI learns from existing data - and that data is not neutral. That's why it was important to us to develop the EqualVoice Assistant on the basis of our own many years of data work and to continuously review it. AI must not simply reproduce, it must scrutinize. This is a question of attitude, but also of technology.

Does the opportunity or the risk ultimately outweigh the risk for you?

Clearly the opportunity - if we actively shape AI. If we leave it to its own devices, the risk outweighs the opportunity. The EqualVoice Assistant shows that AI can be a tool for progress if it is used consciously.

Finally: What are your wishes for the new year and what topics are you focusing on?

I hope that equality will once again be seen more as a shared responsibility - not as an ideological project, but as a quality issue. In terms of content, we will continue to focus on data-based solutions and further develop the EqualVoice Assistant. Our goal is clear: to support companies in not only wanting diversity, but also implementing it.

About Annabella Bassler

Dr. Annabella Bassler has been CFO of Ringier since 2012, where her responsibilities include driving forward the digital transformation of the Ringier Group. The focus is on strategy, M&A activities and financial management. In November 2019, Bassler initiated and launched the Ringier EqualVoice initiative, which aims to make women more visible in media coverage and promote equality between women and men. At the heart of the initiative is the EqualVoice Factor: an algorithm that makes equality measurable.

"EqualVoice United now brings together 23 leading Swiss companies. The collaboration focuses on cooperation, knowledge sharing and data-driven analysis to promote gender equality and empower women and girls."