IWD proved the need for authenticity over tokenism in public relations

All too often, agency teams are briefed to create “really fun pieces of content” for International Women’s Day (IWD) and in-house teams are briefed last minute by their CEOs to write all-staff memos talking about how much the organisation values women. 

This year’s hoopla was interesting to watch as the faceless organisation International Women’s Day peddled their own theme of ‘Inspire Inclusion’ with an insipid suggestion of everyone using heart emojis in solidarity – leading to many high-profile people and brands not realising the UN’s theme was actually ‘Invest in Women: Accelerating Progress’, which of course requires genuine and long-term commitment vs a clever social media post.

Disappointingly, many brands tasked their in-house or agency teams with creating content off the back of the very serious issue of economic empowerment. Even more disappointing is that PR teams seem to be complicit in this; disappointing because, as we already know, despite 60% of PR professionals being women, just 46% are directors. Oh, the cruel irony of it all. 

In recent years, we've witnessed a surge in performative activism, where brands prioritise optics over substance, using IWD as an opportunity for self-promotion rather than genuine advocacy. This not only trivialises the issues but also risks alienating consumers who are increasingly discerning about the authenticity of corporate messaging.

As the desire to outwardly mark IWD continues every year, it is essential for PR teams to remember that authenticity remains supreme and recognise their power in being able to hold brands and organisations accountable. Beyond crafting clever campaigns that attract attention, PR teams need to work harder to ensure their clients’ IWD efforts are genuine, impactful and aligned with the values of gender equality. Here’s how:

Authenticity as the foundation

PR professionals must emphasise the importance of authenticity from the outset. This means helping clients identify genuine connections between their brand values and the principles of gender equality. Authenticity cannot be manufactured; it must stem from a sincere commitment to driving positive change.

Education and awareness

Many brands may be eager to participate in IWD but lack a nuanced understanding of the issues at hand. PR companies can serve as educators, providing clients with insights into the history of IWD, current challenges facing women worldwide, and the most effective ways to contribute to meaningful progress.

Inclusivity and intersectionality

Authenticity in IWD campaigns goes beyond surface-level gestures. PR professionals should encourage clients to embrace inclusivity and intersectionality, recognising that women's experiences vary widely based on factors such as race, ethnicity, sexuality, and socioeconomic status. Campaigns should amplify diverse voices and highlight the interconnected nature of gender equality issues.

Transparency and accountability

PR companies play a crucial role in holding their clients accountable for their actions. This means promoting transparency in campaign messaging, acknowledging past shortcomings, and making concrete commitments to ongoing efforts towards gender equality. Authenticity requires a willingness to be vulnerable and a dedication to continuous improvement.

Long-term engagement

True advocacy for gender equality extends far beyond a single day or campaign. PR professionals should encourage clients to view IWD as an opportunity to kickstart long-term initiatives that promote gender diversity, inclusion, and empowerment within their organisations and communities. Sustainable change requires ongoing dedication and investment.

By prioritising authenticity and responsibility in their IWD campaigns, PR teams can help their clients and brands foster genuine connections with consumers, build trust, and drive meaningful progress towards gender equality.

Now is the time to start thinking about what our brands and clients are going to be doing to mark International Women’s Day 2025 because the kind of actions we need to see taking place need to start today, not a couple of weeks before the performative hoopla rolls round again. 

Shilpa Saul is the inclusive communications director at The Unmistakables and one of the ‘founding mothers’ on the board of PR Mums – the pioneering hybrid recruitment company, community hub and events platform.