Over the last six months, campaigns by big brands have become much more political. This is unsurprising, as everything is getting more political with Brexit and Trump dominating the news space. But it’s also down to the rise of social media.
This year has encompassed #MeToo and #TimesUp, the phasing out of Grid Girls and the publication of gender pay gaps; the battleground of gender equality is constantly gaining momentum. This leaves brands in a quandary, to overlook International Women’s Day looks stuffy, but by engaging with the day they open themselves up to debate on their motivation, and on their methods.