Feminism or Trend? How Brand’s Approach International Women’s Day With Commercialization in Mind
March 8th isn’t a day to use feminist quotes and historical women figures to sell your products. It stands as an annual global observance, originating from the early XXth century with a mission – to champion women’s rights and address gender inequalities.
International Women’s Day (IWD) started as a day to advocate for women’s rights, suffrage, and equal opportunities. However, as the years have passed, there has been an increase behind the commercialization of this day. Many corporations seem to have taken upon the occasion not just for a day of genuine activism, but rather as a strategic maneuver for boosting sales and enhancing brand images.
How did a day like IWD become so engrained in marketing tactics?
The Historical Context of International Women’s Day
International Women’s Day is rooted in the early XXth century activism, a period marked by feminist movements and demands for change. The foundation of IWD can be traced back to the labor and socialist movements of the early 1900’s, with the first National Women’s Day observed in the United States in 1909.
During the International Conference of Working Women in Copenhagen in 1910, Clara Zetkin, a German socialist, proposed the idea of an international day to advocate for women’s rights and universal suffrage. The suggestion gained widespread support, leading to the establishment of IWD on March 8th.
The early objectives were clear: it was a day dedicated to addressing the systemic inequalities women face in various aspects of life, including the workplace, in the political sphere, and at home. Today, the battles for women's rights have evolved and now include advocating for reproductive rights, violence against women, and economic disparities. IWD was never intended to be a symbolic gesture, but a call to action aimed at dismantling barriers that often hinder women’s progress and freedom.
It’s important to understand the intentions with which IWD was founded, as the contemporary thought behind it has now been overshadowed by commercial interests and diluted messages by brands and corporations.
It’s Evolution and Where It Ends Up Wrong
Any holiday marked by a social justice cause undergoes a natural evolution and adapts to the changing mindset. IWD naturally evolved beyond suffrage and workplace issues, and now reflects the multifaceted challenges of what women face at a global scale.
Throughout the XXth century, women used the day to raise their voices against the persistent and evolving gender inequalities that are ingrained and evolve silently in societal structures. In the latter part of the century, it became a day to recognize the contributions of women in science, politics, arts, and more. It became a day to celebrate and raise awareness around women’s rights. With the spread of social media, it’s been easier than ever before to address these issues.
However, as celebration has expanded, there has been an ever growing risk of dilution holidays that address social issues. They have led to what feels like token gestures rather than action. This shift, a day originally a symbol for activism, has sadly become susceptible to commercial interest. Brands want to show how they’ve advanced their workplace rights, have hit that 50/50 quota (often with a false sense of equality and a selective approach to listening to women), and use their social media to post the trendiest feminist quote. Not only, many companies invest in politicians that hinder progress for many of these rights they advertise, supporting politicians and legislations that hinder the progress that women have made for the past century.
As a woman, if you can’t tell, I’m a bit salty about it.
Every day should be IWD.
Commercialization of a Day Intended To Raise Awareness
Every year, like clockwork, corporations use this day for their marketing strategies. Many companies, in pursuit to stand out and build a positive brand image, use this day as an opportunity to slap on feminist quotes on products, come up with offensive tweets you wonder got past the team meeting, and show off their performative activism. The goal behind IWD is to address systemic issues behind gender equality… but it often finds itself taking a backseat to marketing tactics that merely pay lip service to the cause.
In 2021, Burger King tweeted how “Women belong in the kitchen.” A mindset that dates back to the 1950’s when women’s role was intended to stay at home and be the caregiver. Sharing tweets with Maya Angelou quotes can only take you so far, as oftentimes businesses use the day to share promotion deals but don’t want to address the gender pay gap that exists within their companies. In 2019, The Body Shop hosted a “female empowerment” pop up event in Shoreditch with free massages, skincare, and so much more that actually addresses women’s rights…
You’re getting the false marketing tactics, right?
And the frustration that women face when marketed with these ploys in a world that seems to be going backwards with our rights at a global scale.
Many argue that this trend takes away the meaningful activism it was intended for into a consumer-driven spectacle, diverting attention from the core issues faced by women worldwide. These marketing-driven initiatives underscore the need to reassess the true intent behind corporate involvement in IWD… and for those that need to be called out on their false ploys.
A Call for Genuine Advocacy
While some companies genuinely align themselves with the values of gender equaltiy, others risk falling into the trap of performative activism, where symbolic gestures overshadow substantive contributions.
Individuals and corporations alike must rise to the occasion by:
1. Moving beyond token gestures and advocating for women’s rights all year long.
Rather than relying on superficial campaigns or limited-edition products, companies can demonstrate genuine support by incorporating gender equality into their values and business practices. Use and demonstrate reports to show that you’re actually aligning with these viewpoints.
2. Invest in Women’s Causes
Contributions to organizations and initiatives to support women’s rights are essential. Financial support, mentorship programs, equal parent-leave, and inhouse educational initiatives can have a lasting impact on your organization.
3. Amplify diverse voices
Behind women’s voices, there is so much diversity and we can’t just have a narrow representation of what it means to be a woman. Companies should actively work on amplifying the voices of women from various backgrounds, their hiring practices, and ensure that all narratives are heard and respected.
4. Advocating for systematic change
And it should first start inhouse. They should relook at policies and revise them to make sure pay equity is addressed, diverse leadership and opportunities for promotions, and address gender sensitivity and leadership development trainings. It shows commitment to the cause, and goes beyond slapping quotes on products and social media videos.
5. Transparency
Companies should be transparent about their corporate practices, and should openly report on their diversity metrics and gender-related initiatives. If their authentic in their advocacy, not only does it make people want to buy more from them but it also makes their employees happy.
It is through actual intention for change and action that brands can make a change of this important day.
Conclusion
Companies need to start moving away from tokenism. They need to start embracing initiatives that promote equality within their structures and contribute willfully to women’s causes globally. It’s about advocacy, not superficial tactics.
And why don’t we have an International Men’s Day?
The ever witty question from men who view IWD as a fake holiday and a “crazy feminist day”.
IWD does not seek to diminish the value of men – it’s about addressing the challenges faced by women. However, there is an International Men’s Day celebrated on November 19th, dedicated to promoting positive aspects of masculinity, discussing men’s health, and addressing issues such as mental health.
The patriarchy has negative results that affect both genders.
