International Women’s Day (IWD) traces its roots back to 1910 when activist Clara Zetkin proposed it as a way for women across the world to champion for their rights. Over a century later, the day is celebrated globally with themes, campaigns, and corporate initiatives. Yet, as the calendar flips past March 8, the momentum often fades, and the hard truths of gender inequality—unequal pay, underrepresentation in leadership, and inadequate support for working mothers—remain stubbornly unchanged.
While brands and organizations seize the opportunity to launch promotions, host events, and post heartfelt tributes on social media, the real question is whether these efforts lead to meaningful change. Public Relations (PR) plays a crucial role in shaping corporate messaging, but it must go beyond surface-level gestures. A beautifully crafted campaign without genuine action risks not only falling flat but also eroding trust and credibility.
The disconnect between outward celebrations and internal realities is hard to ignore. Many organizations that proudly celebrate IWD still struggle with systemic issues like gender pay gaps, a lack of women in leadership roles, and insufficient maternity and childcare policies. When corporate messaging doesn’t align with actual practices, it invites scrutiny and backlash. Today’s consumers are more aware and discerning—empty declarations of empowerment are quickly called out.
Meaningful change requires more than a one-day effort. A Women’s Day discount or a panel discussion on gender equality, while well-intentioned, rings hollow if not backed by concrete policies that promote inclusivity. PR teams have a responsibility to guide organizations toward actionable commitments—leadership training for women, mentorship programs, and workplace cultures that truly nurture equality.
This year’s IWD theme, “Accelerate Action,” is a call to move beyond words and take tangible steps toward gender equality. Companies must invest in long-term initiatives like equal pay policies, transparent hiring practices, parental leave for all employees, and robust workplace safety measures. Success stories of female employees should be celebrated not just as annual highlights but as part of an ongoing commitment to diversity and inclusion.
PR professionals must push organizations to move beyond symbolic gestures and embrace meaningful change. This includes advocating for:
• Gender-neutral hiring and promotion policies
• Paid maternity and paternity leave
• Support for post-maternity career reintegration
• Flexible work arrangements for all employees
• Strong policies against workplace harassment
• Investment in women-led initiatives and leadership development
True progress happens when gender equality is woven into the fabric of a company’s culture, not just highlighted in campaigns. When brands commit to continuous advocacy, they not only foster a more inclusive industry but also create a ripple effect that extends far beyond their walls.
PR teams have the power to shape narratives that reflect authenticity and accountability. They must ensure that a brand’s messaging aligns with its actions and that IWD is not just a moment of publicity but a catalyst for long-term transformation.
As John F. Kennedy once said, “The highest appreciation is not to utter words, but to live by them.” For brands and PR professionals, this means ensuring that commitments to gender equality extend well beyond March 8 and translate into real, lasting change.
(The article is solely the opinion of the author. The views expressed here are solely personal and not in any way connected to any organisation or any political party.)
(The writer is a Director at Life’s Purple, a Guwahati-based PR and Reputation Management consultancy. She may be reached at rooplin@lifespurple.com)