International Women’s Day (IWD) rolls around every year, sparking a familiar debate: Do women really need a designated day for celebration?

On one hand, it’s a chance to amplify feminist voices, raise awareness about gender inequality, and celebrate the incredible achievements of women throughout history.  But on the other hand, there’s a growing skepticism of performative activism by brands.  Here’s a deeper look at both sides:

Why Women’s Day Matters

• A Day of Focus: In our fast-paced world, IWD serves as a dedicated time to spotlight ongoing issues faced by women. From the gender pay gap to violence against women, these issues can easily get pushed aside.
• Celebrating Achievements: IWD is a chance to honor the remarkable contributions women have made across all fields – science, art, technology, politics, and more. It’s a day to inspire future generations.
• Promoting Equality: IWD can be a springboard for discussions about gender equality. Social media campaigns and events can raise awareness and encourage action towards a more equitable future.

The Brand Backlash

• Shallow Showmanship:  Many criticize the inauthenticity of brands jumping on the IWD bandwagon.  Pink-washing products and posting generic #GirlBoss messages ring hollow without concrete action on gender parity within their own companies.  For example, take BrewDog’s “beer for girls,” a pink IPA aimed at raising awareness for the gender pay gap.  While the proceeds went to charity, the overtly pink branding and discounted price were seen by many as condescending and ultimately unhelpful.

BrewDog’s Pink IPA for International Women’s Day celebration.

• Focus on Consumption:  Cynics argue that IWD becomes another marketing opportunity, pushing products aimed at women instead of genuine progress.  Imagine a company like McDonald’s simply flipping their logo for IWD without addressing their record on employee wages and working conditions. This was seen as a cheap attempt to capitalize on the day without any real commitment to women’s empowerment.

Many found McDonald’s Women’s Day Campaign hypocritical due to their unfair employee wages.

So, Do We Ditch IWD?

Not necessarily. Here’s how to make IWD meaningful:

• Demand Action, Not Slogans: Hold brands accountable. Look beyond their performative social media posts and research their gender diversity record. Support companies that demonstrably empower women in their workforce.
  
  
• Shift the Narrative: Let’s celebrate the women who are making a difference every day, not just the airbrushed celebrities brands trot out. Amplify the voices of women working on the ground in under-represented fields.
  
  
• Make it Intersectional: Feminism isn’t one-size-fits-all. Recognize the experiences of all women, be it color, race or their diverse socioeconomic backgrounds.
  
  

Ultimately, IWD can be a powerful tool. But its true value lies not in empty gestures, but in using it as a springboard for year-round action towards a more equitable world for all women.