Cynicism is the enemy of change. If we are content to roll our eyes at International Women’s Day could it be that we are, in fact, part of the problem we profess to want to solve?

When it comes to International Women’s Day the examples of heavily-branded performative feminism are easy to find. Yet at a time when women’s rights are under unprecedented attack across the globe cynicism is the enemy of progress.

Preliminary data from Major Players reveals that 120,000 less women are now working in the creative industry since 2021. This represents a 5% drop in the number of women in the industry.

While a Census revealed a 19.7% gender pay gap in favour of men over women. The size of the gender pay gap has increased from the 15.2% reported in 2023.

Yet while these data points underline progress towards equality is going backwards, there is a disconnect in attitudes. Research from Ipsos reveals that nearly 1 in 2 Britons (47%) say women’s equality has gone far enough. The research revealed that 60% of Gen Z men across 31 countries think women’s equality discriminates against men. 

In a wider consumer ecosystem in which the danger of believing that equality has gone too far has come before meaningful change has gotten off the ground, we asked industry experts if International Women’s Day has jumped the marketing shark?

In an era where DEI is under fire—budgets slashed, policies reversed, progress dismissed as ‘woke nonsense’— we have a choice: double down or quietly roll back their commitments. If agencies fought for gender equity as hard as they fight for Cannes entries, we might be onto something. Instead, it’s all optics. Big words, no budget. Slick tributes to ‘female leaders’ while the next generation gets stuck at middle management.

And let’s be real—this isn’t just a women’s issue. It’s a leadership issue. A budget issue. A responsibility issue. Because change doesn’t happen when women demand it. It happens when those with power decide to do something about it.

IWD was never meant to be an annual fireside event. It was a protest. A demand for better pay, better rights, better working conditions. But it’s turned into another diary invite and awareness day post, another moment to ‘perform’ progress instead of making it.

So yes, maybe it jumped the shark. But it doesn’t have to. If we treat it as a check-in where we hold ourselves accountable, ask tougher questions, and push for real change then maybe it still has legs.

At Lucky Generals, we’re here for power shifts, not pastel empowerment posts. Retaining and developing female talent, proper reproductive rights covering fertility, miscarriage and periods. Leadership that isn’t a boys’ club. Less noise, more action. Because we don’t need another LinkedIn tribute. We need a seat at the table and change that sticks.

I bloody hope not! But when I saw a recent British survey by King’s Global Institute for Women’s Leadership stating virtually half the British population now think efforts to promote women’s equality have gone far enough and men feel discriminated against... I held my tongue. (We’ll ignore that 59% of these were men with this opinion.)

However, I am increasingly seeing brands rush to get involved with IWD as if a husband is scrambling for a Valentine’s Day card the night before. It starts to feel a bit hollow when brands jump on the bandwagon just to look like they care.  

That said, I’m not here to knock the brands who genuinely use the day to make a real difference, whether that’s raising awareness about gender inequality, donating profits to women’s causes, or shining a light on women-led initiatives. When done with purpose, IWD can still be a powerful tool for advocacy. And if the current rate of progress takes us to 2158 to reach full gender parity, I fully sympathise with this year’s Accelerate Action message, and we mustn’t stop.

The principles of International Women’s Day are worth celebrating and, in many respects, it’s more necessary than ever, with the slow and steady dismantling of rights taking place in many previously ‘liberal’ countries. Given this context, it’s an exceptional shame that many brands and companies still treat IWD like another badging exercise or a ‘let’s show our pink flag for a day’ opportunity without tackling their own - never mind society’s – inherent, long-standing gender biases.

I call BS. Step away from the campaigns and sort out your internal issues first – your pay disparities, insidious gender role reinforcements, the ‘she’s the kind of woman who likes men’ conversations, the de-flexing of work routines. I’d go as far as to say that any brand, or agency that dares to do something on IWD should first do a major audit on their internal workings when it comes to women in their business before dipping a toe into how this might come to life in the consumer world. Is your company paying women and men equally? Are people able to work flexibly to accommodate their lives? What is the female representation at a senior level, and board level specifically? What are the internal narratives that reward or demonise women for certain behaviours?

IWD still has the potential to do a lot of good for women, young girls, society, and the right brands. But please make sure your house is in order. Otherwise, it’s simply a wokewashing, box-ticking exercise, and that’s simply not good enough.

Not at all. It’s so important to have a day where we can reflect on the progress for true equality, and take time to consider the work still to do. 

The empowerment of women doesn’t have a simple fix. The cultural, political and societal landscape is constantly shifting and changing, so must the strategies to ensure women are being given the opportunities to reach their full potential.

On a positive note, from Campaign’s School Report data in April 2024 there is a noticeable improvement in our industry with 48% of top agency positions are held by female employees.

Outside of the industry, societal factors are concerning. We just have to look at the notoriety of voices like Andrew Tate and the echo chamber impact social media provides for such rhetoric to realise this is about a lot more than whether women are becoming CEOs.

Inclusion isn’t something which you turn on and off. It’s a constant state of mind and should be considered daily in the work we do for our clients and the choices we make about future proofing our talent.

Energy wise, I am motivated by the fact that we have a fantastic set of people in our business, who passionately support this agenda and continually hold up the mirror to our decision making to ensure we get better every day.

Businesses need to be less linear in general about how they think about careers. There is a somewhat old-fashioned tendency to see career progression as about taking on more responsibilities, doing more hours or more line management. However, progression could actually be about consolidating knowledge and honing a specialism to support new ideas and smarter ways of working.

I think if the industry leant into this way of thinking, women and businesses would not actually see the messy middle as the messy middle, but an important stage which provides space for new ways of progressing.

So, the more we can platform the struggles, the victories and the amazing role models within our female community the better- and that is why International Women’s Day will always be relevant, and always have work still to do.

International Women’s Day hasn’t jumped the shark, and we must continue to accelerate action to ensure women are safe, empowered and given opportunities to excel.

In recent years, International Women’s Day has started to feel uncomfortably similar to Valentine’s Day—filled with recycled posts, a quote from Cheryl in accounting*, and an overwhelming flood of pink. Now, don’t get me wrong—I love pink in all its glorious shades. But the level of pink-washing we see at this time of year isn’t just tokenistic, it’s patronizing and sexist. It makes me want to wear black all week—my own small act of mourning for what was once a truly powerful movement.

While there have been significant strides since IWD’s inception in 1909, we are still painfully far from where we should be. Just look at what’s happening in the U.S. right now—if we’re being honest, can we really say that those in power (whether in agencies, brands, or governments) are taking gender issues seriously? The fight against systemic sexism and gender inequity is nowhere near over. We need to acknowledge and engage with the true extent of intersectionality. My experience as a Black African woman in advertising is vastly different from the handful of Black British women in this industry. Gender inequality is not monolithic, and we cannot afford to treat it as such.

Now more than ever, we need to do more than pink-wash the brands in our care. So, let’s do better—every single day. Let’s move beyond awareness and into action. Because if we’re not actively working to dismantle the systems that perpetuate gender inequality, we’re only helping them persist.

*Cheryl is great, by the way!

Hot take (but not really): International Women's Day wasn't created so that brands could throw out an empowerment slogan, turn their logo pink, and call it a day. It started as a real rallying cry for real change - a day of activism, protest, and demanding better for women. 

So if a brand chooses to weigh in on IWD - and I say if because, frankly, most shouldn’t unless they’re actually working year-round to support women - then they need to do more than shout ‘girl power!’ and high-five themselves in the mirror. We’ve had our fill of hollow gestures and we’re tired of brands like McDonalds flipping its ‘M’ upside down for IWD, like it somehow dismantles workplace injustice, setting the bar nicely below ground level. 

If companies want to engage with IWD they should educate, inform, or tangibly benefit women - not just use the day as a branding exercise. Take Stabilo’s Highlight the Remarkable campaign, which literally spotlighted women erased from history - rewriting the narrative and exposing bias. Or (of course) Dove’s Real Beauty campaign, which didn’t just sell soap; it actively pushed back against toxic beauty standards and helped countless women feel seen.

So, has IWD jumped the marketing shark? Absolutely - when it’s reduced to shallow PR moves and empty slogans. But if brands actually use IWD as it was meant to be used - as a platform for action that lasts beyond IWD for years to come - then it still has power. 

Otherwise, maaaybe sit this one out.

International Women’s Day tends to be overhyped and under-delivered on by brands. Too often, it’s a marketing exercise that misses the point: real recognition and action. IWD should be more than a one-day event—it’s a chance to highlight the everyday contributions of women and push for actual change.

To rectify this, brands need to stop treating impact like something that only matters when it’s in the spotlight. Real progress happens when women’s contributions are valued year-round. That means making them visible in leadership, mentorship, and across internal communications—not just as a box-ticking exercise, but because their work deserves recognition.

It also means taking tangible action. Mentorship, equal leadership opportunities, pay equity, —these aren’t nice-to-haves, they’re necessities. And if a company is serious about gender equity, it should track progress and share results transparently.

The bottom line is that brands need to move beyond the social posts and panel talks. If they want to be part of the change, they need to commit for the long term.

Quite simply, no it hasn’t! If we ever might have thought IWD had run its course, was tired or had jumped the shark, the past few months have shown us how much we still need a moment to celebrate and focus on women.

One of the things I really like about IWD is that it stays relevant by shifting the theme every year to match the context and needs of our world. Last year was inclusion – For ALL women and girls: Rights. Equality. Empowerment. This year it's Accelerate Action; in the days of Donald Trump, we are going to need this.

There is a bigger risk of brands jumping the marketing shark with IWD than IWD itself. To avoid that, brands need to think carefully about how authentic their IWD activity is. A brand saying it advocates for female equality around IWD while having an all-male leadership team and a gender pay gap is not demonstrating true advocacy for equality. Brands influence how we think and they have the power to amplify the gender equality message – Dove’s work with Drew Barrymore last year urging girls not to use anti-ageing products that will damage their young skin was a great example. As was Pepsi’s campaign championing its female workers in traditionally male-dominated supply chain roles with their images on the side of trucks as well as stories of their career trajectories.

Absolutely not. If anything, this is just the start. The growing involvement of marketers isn’t a sign of dilution—it’s a testament to the power of collective voices rallying around an important cause. When brands flood our feeds, spark conversations, and drive visibility, it only reinforces the impact of the movement.

That said, the real challenge is ensuring this engagement goes beyond surface-level gestures and communications. The most meaningful contributions don’t come from brands posting a well-intentioned meme or a generic message of support—they come from those taking action through developing their products or services in ways that contribute and enable a fairer society, or through their employment policies and paying people equally regardless of gender. 

Looking to the world of entertainment, production companies like Hello Sunshine and Merman Films are reshaping narratives in media through championing not just stories about women, but that are written by, directed and produced by women too. Real impact happens when businesses commit to meaningful initiatives that extend beyond a single day.

So, rather than questioning whether International Women’s Day has “jumped the shark,” we should be asking: Are brands doing enough? The more businesses that take real action and use their marketing influence to drive progress, the better. Let’s not settle for token gestures—let’s push for sustained commitment.

In the past couple of years, it’s certainly started to feel that way. The flood of hashtags, symbolic selfies, and ‘empowering’ products risk reducing IWD to a marketing exercise rather than a movement. Although well-intentioned, these campaigns often overshadow the harsh realities women face worldwide, particularly right now. That said, this year’s lead-up has felt different. There seems to be a shift toward charity-led campaigns and real initiatives rather than just brand activity. Perhaps brands are recognising that if they can’t take meaningful action, it’s better to step back -reducing the noise so those driving real change get the spotlight.

If anything, we need IWD more than ever. Women’s rights are being rolled back globally. The UN reports that the war in Ukraine has undone decades of progress, leaving 6.7 million women in need of humanitarian aid. In the US, abortion rights are being drastically eroded. Closer to home, Pregnant Then Screwed data shows 74,000 women lose their jobs annually due to pregnancy or maternity leave—a 37% rise since 2016. And these figures barely scratch the surface.

For IWD to regain its power, it must be more than a day. It needs to drive real change—workplace policies, funding for women’s initiatives, and real advocacy. Awareness is important, but brands must take action both within their organisations and for women’s causes. With the right focus, IWD can still be a powerful force. Some brands are already leading the way and I’ve no doubt more will follow.

The theme for this year’s IWD is ‘Accelerate Action’, and I think that’s pretty apt for where we are in its portrayal in marketing, too.

It’s like any great campaign process. You need to know your audience inside out, address bias, and plan for behaviour change. The problem is, marketing around IWD can get treated as a tickbox in the content calendar or something brands should do, which often means it meets the world, AKA social media, underbaked.

To be effective, IWD comms have to show commitment - to the craft, to a knotty challenge, and most importantly - to women. Look at the brands who have really got it right; they’ve applied their distinctive approach to craft to challenge genuine tropes, perceptions and biases - in ways that demonstrate action.

Remember, social has levelled the playing field. It used to be that brands were the only ones who could cut through the noise, but that’s just not the case anymore. There are progressive movements happening in all corners of the internet, without the help of brands. Tapping into a conversation isn’t enough - you must add value.

In all honesty, that starts within the four walls of our industry. We’re currently faced with a widening pay gap, maternity discrimination, and a lack of gender parity in leadership positions. Accelerating action is a priority, because it’s even harder to get it right when the call is coming from inside the house. 

'Accelerate Action' is the theme for this year's International Women’s Day, calling for real progress on gender equality at a time when the global gender pay gap remains at 20%.

We've all seen our fair share of performative content from brands around IWD but now more than ever, it's important for brands to commit to gender equality in the long term, given the number of prominent companies we've seen scale back on their diversity, equity and inclusion commitments recently.

This is particularly relevant in influencer marketing, an industry where women make up an estimated 72% of creators, yet men continue to earn more on average.

If brands want to participate in IWD, they must move beyond symbolic gestures and embrace long-term, meaningful change.

Unless they’re willing to commit beyond a single campaign - both by championing women year-round and supporting organisations driving gender equity, one-off partnerships feel transactional at best.

This International Women's Day, brands should focus on transparency, accountability and fair pay- not just towards their employees but also towards the creators and communities they engage with. 

For brands, IWD is an opportunity to foster deep, long-term partnerships with creators who will help them to authentically champion the collective progress of women everywhere.