How Brands Can Meaningfully Support Women on International Women’s Day (8th March) and Beyond

6th March 2025

International Women’s Day (IWD) has become a prominent occasion for brands to celebrate women’s achievements, express solidarity, and showcase their commitment to gender equality. Yet, for many, this moment often feels more like a performative checkbox than a genuine commitment to change. While sharing empowering hashtags and highlighting women’s achievements within a business may seem like a step forward, it’s not nearly enough. To be truly impactful, brands need to show up for women in ways that go far beyond the Instagram post, embracing meaningful, systemic change within their business and beyond.

Cultural Relevance: Beyond Surface-Level Celebrations

Women today are looking for authenticity and commitment. A hashtag or a curated image isn’t going to cut it anymore. Consumers are more attuned than ever to whether a brand’s actions align with its messaging. 66% of consumers believe that brands should take a stand on social issues, including gender equality, suggesting that consumers expect brands to actively support these causes, not just perform for a day (Source: Cone Communications CSR Study). They’re paying attention to how brands show up for women, not just on IWD, but every day.

The Case for Systemic Change

Brands can make a real impact by championing women’s rights and equality throughout their business practices, policies, and long-term initiatives. This begins with asking, “What are we doing and why are we doing it?”

For brands to genuinely support women, they need to focus on tangible, structural changes. It’s not enough to highlight the five women in leadership positions on IWD and call it a win. True commitment to gender equality demands that brands focus on areas like equal pay, employee retention post-maternity, menopause awareness, and more. These are areas that need ongoing, consistent attention, where brands can make a real difference.

For example, companies with higher levels of gender diversity are 15% more likely to outperform their competitors in terms of profitability (Source: McKinsey & Company - Diversity Wins Report). Supporting women through structural changes not only helps foster a positive workplace but also leads to better financial performance.

Education on issues like the gender pay gap or providing resources for employees navigating menopause can go a long way in creating an inclusive environment. This type of policy shift isn’t just about PR; it’s about embedding feminist values into the fabric of the company. Brands need to reflect these values both externally and internally.

The Importance of Women on Boards

Representation at the top levels of leadership is key to gender equality. Research shows that diverse boards make more effective decisions and outperform their competitors. But troubling statistics reveal setbacks: in the UK, the percentage of women on FTSE 100 boards decreased from 38.6% in 2022 to 37.7% in 2023, marking the first drop in gender diversity in nearly a decade (Source: The Hampton-Alexander Review). Furthermore, only 15% of executive director positions on FTSE 350 boards are held by women, revealing a significant gap in leadership roles. These setbacks underscore the urgent need to accelerate efforts to place women in positions of power.

Education and Representation

Representation is crucial, but not the sole measure of success. Women want brands that reflect their lives and experiences across all areas, from diverse representation in product development to ensuring women’s voices are heard in decision-making. Diverse teams are 35% more likely to have better financial returns and make better decisions (Source: McKinsey & Company). For brands to thrive in a competitive market, diverse representation is essential—not just for optics but for smarter business decisions and better outcomes.

It’s also vital for brands to create opportunities for women to gain new skills, professionally and personally. By providing learning opportunities, brands can play a meaningful role in closing the gender gap in industries where women are underrepresented.

The Importance of Long-Term Commitment

IWD is a reminder to celebrate women’s achievements, but it’s equally important to do the hard work to ensure women are consistently supported, not just once a year. To show up meaningfully for women, brands need to commit to systemic change long-term. This involves cultivating a culture that prioritizes gender equality, not just for optics, but because it’s the right thing to do.

73% of consumers are more likely to purchase from companies that support gender equality initiatives, especially when these brands demonstrate commitment to promoting women’s rights both in the workplace and through their marketing (Source: Edelman Trust Barometer). Brand partnerships, content, and campaigns should consistently focus on uplifting women, aligning with the brand’s values, and backed by authentic action. If a brand promises to champion women’s rights, it should show how it is actively addressing issues such as gender pay disparity, flexible working options, and opportunities for advancement.

Creativity in the Pursuit of Change

Supporting women and making these systemic changes doesn’t have to be dull. Brands can harness creativity and resources to make this important work engaging and transformative. Whether through innovative storytelling, partnerships with women-led organisations, or creating products addressing women's needs, brands have the power to drive meaningful change while captivating their audiences.

The key is understanding the why behind these actions. When brands align their missions with real-world issues affecting women, they create an authentic, lasting connection with their audience.

The Bottom Line

The brands that thoughtfully answer these questions and act on them will stand out. They will not only shape the conversation on IWD but also have a lasting impact on gender equality’s cultural landscape.

Only 20% of companies are actively creating initiatives for gender equality, despite 60% of women reporting having faced gender bias at work (Source: World Economic Forum's Global Gender Gap Report 2020). This gap presents a key opportunity for brands to make meaningful change.

Brands are uniquely positioned to move beyond hashtags and create real, transformative change. By addressing systemic issues, embracing inclusive representation, and committing to long-term solutions, brands can authentically support women, not just on IWD, but every day. And that’s how brands will build lasting relationships with women while advancing the conversation on gender equality.

Did You Know?

• Companies with more women in leadership roles are 15% more likely to outperform their competitors in terms of profitability (Source: McKinsey & Company)

• Diverse teams are 35% more likely to have better financial returns and are proven to make better decisions (Source: McKinsey & Company)

• Companies in the top quartile for gender diversity are 21% more likely to experience above-average profitability (Source: McKinsey & Company, 2020)

• Women-led businesses see 35% higher returns on investments than those led by men (Source: BCG Study, 2020)

But here's the flip side...

• Only 37.7% of FTSE 100 board positions are held by women, with a decline in gender diversity for the first time in nearly a decade (Source: The Hampton-Alexander Review, 2023)

• Women hold just 15% of executive director positions in FTSE 350 companies (Source: The Hampton-Alexander Review, 2023)

• Women still earn 16.4% less than men in the UK (Source: ONS, 2023)

• Over 50% of women in the UK have experienced workplace discrimination due to their gender (Source: CIPD, 2023)

• Only 20% of companies have active gender equality initiatives, despite 60% of women reporting gender bias at work (Source: World Economic Forum, 2020)