International Women’s Day always brings a mix of inspiration and frustration for me. The uplifting stories we share, the collective energy we harness, and the undeniable surge of female empowerment are profoundly motivating. Yet, these feelings are often tempered by recurring challenges: the predictable question, “When is International Men’s Day?” (hint: it’s every day), the reluctance of some organisations to fully engage, and the stark reality of gender disparity:
“At the current rate of progress, it will take until 2158 – roughly five generations from now – to achieve full gender parity.” (World Economic Forum)
This sobering stat underscores the urgency of this year’s theme: “Accelerate Action.”
Rather than dwelling on frustration, I wanted to explore what my industry can do and what I can do. Working in a media agency provides a unique vantage point: we see how brands attempt to tap into or lead culture, and how publishers and broadcasters curate the platforms these brands inhabit. There’s real power in how we tell stories, where we place ads, and who we uplift.
To dig deeper, I spoke with Sarah Jones, Director of Planning at Sky, and Kate Waters, Director of Client Strategy at ITV and former President of WACL for their industry expertise. I asked them two questions:
- What responsibility do brands have in driving gender equity beyond representation in ads?
- What opportunities exist to advance equity through media?
Sarah Jones emphasized the importance of authenticity:
“Fair gender representation is crucial for women to feel acknowledged, but it must transcend tokenism. Brands need to embody authenticity in their casting choices, mirroring the diversity within their own organisations. This transformation needs to start from the bottom up, – cultivating opportunities and support systems that empower women to thrive.”
She highlighted a prime example of this in women’s sports, citing Sky’s investment:
“Our initial commitment to women’s sports was driven by a sense of responsibility – to give women’s sports the stage and the visibility that we give men’s sport. Fast-forward to today and the growth in interest from audiences and advertisers in Women’s sport is exponential. Now Women’s sport is a compelling commercial opportunity and if we can convert the interest into investment, it will strengthen the talent pipeline, attract broader audiences, and drive further investment.”
Kate Waters built on this, asserting that gender equity must extend beyond advertising:
“Brands bear dual responsibilities as employers and advertisers. Achieving equity necessitates internal reforms – structuring leadership and promotional pathways that recognize and nurture women’s potential, rather than solely their prior experience.”
She also pointed out that brands wield influence beyond their own operations:
“Advertisers hold immense power. It’s not just about what they do internally – they also need to challenge their agencies and media partners to prioritize gender equity.”
So, what can brands do in practical terms?
Sarah Jones sees investing in women’s sports as a major opportunity:
“Brands already investing in men’s sports should mirror that commitment to women’s sports. And brands that haven’t considered aligning with sport should consider Women’s sport as a new opportunity that has its own distinctive qualities with the potential to engage more diverse audiences.
I do though have one big watchout – like IWD, Women’s sport doesn’t just happen once a year in a big international tournaments – female athletes are training and competing week-in, week-out from grass-roots to professional levels so we would love to see long term, consistent investment which will benefit the brands and the sport.
Investing in Women’s sports isn’t just good for equity – it’s good for business.”
Kate Waters expanded on this idea, drawing inspiration from Formula One: Drive to Survive:
“That series captivated new audiences by focusing on compelling narratives beyond racing’s technical aspects. If you tell great stories, people will show up. Brands should ask themselves: How can we engage underserved audiences in innovative and meaningful ways?”
The shift from ‘responsibility’ to ‘opportunity’ felt like a smack in the face for me – it should have been obvious, but I’d been thinking about representation all wrong. Sarah’s point about Sky’s investment in women’s sports becoming a commercial success drives this home. Equity isn’t just the right thing to do – it’s a business advantage.
Kate reinforced that opportunity exists further up the pipeline:
“Marketing isn’t just about featuring women in ads. It begins with product development – rethinking how brands design, position, and communicate to ensure inclusivity.”
Talking to Sarah and Kate reminded me that International Women’s Day isn’t just a calendar event – it’s a call to action.
Globally, progress on gender equity is stalling. Women remain underrepresented in leadership, still earn less than men, and are still expected to prove their worth in ways men rarely have to. I won’t get into the atrocities to women’s rights (we’d be here all day).
This context means that every brand decision matters. Whether it’s rethinking media investments, using data for accountability, or pushing for better internal policies, the opportunity is there – we just need to make sure we don’t miss it.
So this IWD, to accelerate action, I will turn my frustrations into a new focus and approach. As Medialab’s Partnerships Director, I’ll be looking for the moments that allow our clients to speak to new audiences through diverse storytelling and formats. 2025 is a bumper year for quick win opportunities, but (as pointed out above) I’ll be pushing for these to be the launch pad for long term investments and strategies. Let’s go.
