Beyond the Buzz: What Needs to Change in the Industry by Next International Women’s Day

By R. Larsson, Advertising Week

Each year, International Women’s Day sparks important conversations about progress, equality and representation. But real change isn’t about one-day campaigns – it’s about sustained action. So, as the industry reflects on its achievements, we asked industry leaders one key question: What’s the one thing you hope will be different by this time next year?

From closing the pay gap, to increasing female leadership and tacking performative allyship, here’s what industry voices believe must shift – and how we can make it happen.

Preeti Croke, Vice President, EMEA Regional Lead, Analytic Partners

One critical shift we need to see in the next year is greater accountability in closing the gender pay gap. While awareness has grown, progress remains too slow. Marketers and business leaders must move beyond broad commitments and take measurable action — like regular pay equity audits, greater transparency in salary bands, and clear accountability for closing disparities. Additionally, we need to rethink flexibility not just as a perk, but as a standard. Asynchronous work options and policies that better support parents and caregivers — regardless of gender — will create a more inclusive and equitable workforce. Real change happens outside of awareness days; it requires year-round action. We hope to see the industry step up with concrete, lasting improvements.

Georgina Kelly, Marketing & PR Executive at Imagination

We don’t need another ‘day’ to celebrate (and I definitely don’t need another ‘exclusive’ IWD discount code landing in my inbox). We need more women in senior leadership if we want real change by the time the next IWD rolls around.

As a Gen Z woman early in my career, I know progress has been made – I’ve heard plenty of “Back in my day…” conversations – but better isn’t the same as equal, and complacency isn’t an option.

Women in leadership don’t just fill seats, they shape cultures, and policies and feed the confidence of those of us coming up behind them. Research has consistently shown that female leaders foster inclusivity, champion work-life balance, and drive diverse decision-making. You wouldn’t ask your designer to manage your legal contracts – so why expect men alone to lead systemic change for women? The more we see it, the more we believe it, and the more workplaces evolve into spaces where we all belong, at every stage of our careers.

Representation isn’t just symbolic; it’s a catalyst for transformation, but we know this already.

Monica Conway, COO at Fuse

There are many areas the industry could improve between this IWD and the next, however, a change in work-life balance expectations is an area that would make the working week easier for women both in and out of the office.

Women often face societal expectations to prioritise family and caregiving duties, which can clash with the demanding nature of some roles in agencies, especially client-facing roles. The lack of flexible working hours or remote work options can make these industries seem less accessible to women.

By offering flexible work arrangements, such as shared maternity/paternity leave, return to work support and creating a culture where work-life balance is valued, handling the pressures of personal and professional life is in the hands of women. Ensuring that career progression is not hindered by caregiving responsibilities.