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.
Like Christmas, Valentine’s Day, Easter, and Father’s Day, International Women’s Day has become an annual calendar event that brands love to get behind.
Is this ok? It’s debatable. But there’s no denying it’s the world – and industry – we live in.
It’s to be accepted as long as, sitting alongside each company’s pretty Instagram post and PR stunt, are meaningful measures to facilitate gender equality.