{"id":8036,"date":"2025-03-06T15:17:14","date_gmt":"2025-03-06T20:17:14","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/03\/06\/put-your-money-where-your-mouth-is-beyond-just-international-womens-day\/"},"modified":"2025-03-07T13:20:51","modified_gmt":"2025-03-07T18:20:51","slug":"put-your-money-where-your-mouth-is-beyond-just-international-womens-day","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/put-your-money-where-your-mouth-is-beyond-just-international-womens-day\/8036\/","title":{"rendered":"Put Your Money Where Your Mouth Is Beyond Just International Women\u2019s Day"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By R. Larsson, Advertising Week<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The theme of this year\u2019s International Women\u2019s Day, #AccelerateAction, calls for urgent and tangible steps to break systemic barriers to gender equality. While many brands and agencies champion diversity, equity, and inclusion (DEI), real progress often falls short of the promises made. And the ongoing debate around performative versus meaningful action has never been more pressing.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So what could, and should, brands and agencies be doing to go beyond symbolic gestures and truly invest in advancing women\u2019s empowerment? We spoke with three senior leaders across adland to get their thoughts.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Shelby Hawker, Senior Partner, Lippincott<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Despite the celebratory nature of International Women\u2019s Day, the reality for many women today is far from ideal. Economic uncertainty, rising costs, limited reproductive rights, and the rollback of workplace DEI initiatives are making it harder\u2014not easier\u2014to thrive.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For brands that seek to engage women as customers, employees, and leaders, the starting point isn\u2019t a marketing campaign\u2014it\u2019s recognizing and reinforcing the conditions that enable their success. That means looking inward, identifying where their brand has real influence, and making tangible commitments that go beyond symbolism.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The best brands already lead by example. American Express backs its commitment with robust parental leave policies for all genders and thought leadership on workplace equity. Adobe fosters real career growth through its women\u2019s network and integrates gender equity into its brand strategy, recognizing the creative contributions women make every day.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Now is the moment for brands to move from messaging to action. In a crowded marketplace, those that invest in real change\u2014not just recognition\u2014will be the ones that truly stand out.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Hannah Penn and Harriet Knight, Joint Managing Directors, Pablo London<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Brands have most commonly used International Women\u2019s Day to spotlight female achievements and challenge stereotypes. But awareness and talk isn\u2019t enough\u2014especially when gender equality is regressing. Between 2019 and 2023, nearly 40% of countries stagnated or declined on gender equality, and over 850 million women and girls live in nations rated \u201cvery poor\u201d for gender rights. The power of brands and agencies is that they can do so much more than just talk, businesses must back their words with investment and action to create lasting impact. Awareness alone won\u2019t drive progress.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">At Pablo we introduced our gender neutral parental policy because we believe one of the best ways for us to accelerate the removal of gender inequality in the workplace is to stop the motherhood tax \u2013 the reality that for a certain phase of a woman\u2019s career she is seen as risky or flighty because she\u2019s likely to be in and out of work on maternity leave. Gender-neutral parental policies offer the same enhanced parental leave to fathers and mothers, the hope being this reframes parenting in the eyes of business not as a female responsibility but a human one, and the more men who we can support in being actively involved in the home, the better women will be supported in their work.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Jenn Szekely, President, Coley Porter Bell <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">What I\u2019ve become passionate about in recent years and something I think more brands, agencies and women need to be doing is paying it forward to the next generation of women. This year\u2019s IWD theme is \u201cFor All Women and Girls\u201d and there is so much more we can do to inspire, empower and instil confidence in the next generation of women \u2013 especially in places most in need of reshaping gender stereotypes, in our country and around the globe.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I recently had the opportunity to get to know some amazing young women in rural New York who had no idea that agency jobs like ours in the branding industry and marketing overall existed. The jobs they were being guided towards in school were nursing or teaching, because those are the main jobs that exist for women in their community. I have the utmost respect for teachers and nurses, but it broke my heart to learn that girls are not being brought up or supported to believe they can do anything. Brands should be sharing inspiration all year round \u2013 but particularly around International Women&#8217;s Day \u2013 through campaigns or agency initiatives that empower and enlighten women.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What could, and should, brands and agencies be doing to go beyond symbolic gestures and truly invest in advancing women\u2019s empowerment? We spoke with three senior leaders across adland to get their thoughts.<\/p>\n","protected":false},"author":7,"featured_media":8037,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-8036","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Put Your Money Where Your Mouth Is Beyond Just International Women\u2019s Day | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/put-your-money-where-your-mouth-is-beyond-just-international-womens-day\/8036\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Put Your Money Where Your Mouth Is Beyond Just International Women\u2019s Day\" \/>\n<meta property=\"og:description\" content=\"What could, and should, brands and agencies be doing to go beyond symbolic gestures and truly invest in advancing women\u2019s empowerment? 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