Has International Women’s Day turned into performative BS?
Impact driver vs. corporate theatre
International Women’s Day (IWD) takes place every year on 8th March.
Historically, and largely driven by the United Nations, it’s been a way to raise awareness of gender inequality and push for equity between genders.
But in more recent years, it’s been co-opted by corporates.
A new opportunity to sell. To plug your brand. And to dilute the meaning of the day.
So much so that the official theme of IWD each year isn’t even really set by the UN anymore.
They still have one. But when you search for the theme of the year, the one that comes up most prominently (and is cited by many as if it is the UN theme) is created by internationalwomensday.com.
An organisation unrelated to the UN, listed as a not-for-profit, with multiple big corporate partners (EY, bp), and no clearly published public record of charitable contributions in recent years.1
Last year’s themes:
“For ALL women and girls: Rights. Equality. Empowerment.” (UN)
“Accelerate Action” (internationalwomensday.com)
This year’s themes:
“Rights. Justice. Action. For ALL Women and Girls” (UN)
“Give To Gain” (internationalwomensday.com)
Obviously, no one “owns” IWD. But when the loudest driver of it is a website selling merch and campaign packs, it’s fair to question whether the day has lost its meaning and become a performative, tick-box exercise instead.
When participation becomes something you can buy, package and move on from, the focus shifts from impact to optics.
In this week’s deep dive, we’re getting into:
Does the UN just need better PR?
Should corporates get involved with IWD?
Why corporates need to put their money where their mouth is
Why we’re talking to men this IWD
Who’s getting it right
