International Women’s Day demands deeds not words

I hope so. But I do rather fear that my feed tomorrow will be full of the usual deluge of content from organisations that I never normally hear a peep from on gender equality. But of course, the truth is that if you only do something to support a cause on a single day per year, then you shouldn’t be doing it.

I do have more hope for the future. Many brands are taking the younger generations seriously, because they have identified this group as a future source of commercial growth.

And this generation, more than any other, expect to see action from brands, not just words. A recent Ernst & Young study, for example, found that 92% of Gen Z-ers value authenticity above all other brand values.

It’s sad to say but the reality is that if genuine action around causes like gender equality starts to drive better business results, we might finally start to see brands embracing that change.

And in light of that, IWD presents a pivotal opportunity for brands to not only communicate their commitment to gender equality through demonstration, but also to help attract younger generations to choose them.