International Women’s Day might be over for another year but the job of equality is a 365 day a year push. The reality is  that women are employees, consumers and most importantly people all year round. Remaining persistent about progress will be a harsh wake-up call for the companies who do nothing but flash-in-the-pan PR initiatives and make empty promises.

Beyond performative activism, the official  UN’s International Women’s Day theme was ‘Invest in women: Accelerate progress.’ A focus which reflects the importance of using the landmark day to measure progress, hold companies to account and renew priorities in pushing forward equality. At the IPA’s Stepping into the Spotlight event, industry leaders underlined the importance of this theme. With leaders reinforcing the notion that the only way to truly make strides to close gender pay gaps and elevate women is to fully invest in tangible change all year round.

Double down, don’t backpedal

“2024 will no doubt be a tough and challenging year for inclusion,” explained Leila Siddiqi, Director of D&I at The IPA. With over 70 elections globally, conflicts and hate crimes on the rise, harsh economic conditions and budget cuts, diversity and inclusion efforts are being dragged into culture wars and sacrificed for profit. Yet against this bleak backdrop, Siddiqi urges companies not to be discouraged. “We encourage all our allies to not give up on all the progress this work has made. We need to double down on our efforts, not back peddle,” she says.

For the IPA, talent and diversity is an important pillar of President Josh Krichefski's People First Agenda. For Siddiqi, this means not forgetting that intersectionality is key. “It encourages us to think about the experiences of those unlike ourselves and take time to ask ourselves who is not in the room - after all the party is only as good as the person who is having the worst time” she says.

Understanding the problem to make progress

Research shows that the gender pay gap is globally much wider than previously thought,  with the World Bank Group reporting that globally, women earn just 77 cents for every dollar paid to men. Understanding the challenges behind this persistent inequality is essential to finding solutions.

Tabitha Morton, Executive Director at UN Women UK stressed that the world is at a crossroads for gender equality. She explained: “The  one thing no one can take away is the hope of a different world.” Adding: “We need to understand how bad things are to see the things that could change and supercharge equality.”

Pointing to humanitarian crises across the globe, Morton underlined the importance of the work of UN Women and the need to look at crisis through a gendered lens. “Often women are the first to lose income, lose jobs,” she said, adding: “UN women make sure they are in those environments to make a change and ensure that things are practical. Things like where the toilets are. We are there for the duration. When you rebuild communities you need women to be at the center.”

Closer to home, Morton shares that in the UK women account for 69% of low-paid and insecure jobs and are often the ‘shock absorbers’ of poverty. In 2023 29% of parents skipped meals, or reduced portion sizes so their children would have enough to eat. With political polarization pushing a ‘you win I lose’ mindset, she calls for thorough investment into structures that benefit all. “When you invest in women they are five times more likely to give back to their community, employ locally, spend locally and procure locally,” says Morton.

Creating political structures where women can have their voices heard in society will lead to more inclusive decisions. To do this Morton says that intersectionality and representation are key, building around those most marginalised to create real economic solutions to make sure everyone thrives. For example, investing in quality care services could create 300 million jobs by 2025.

“Yes we are at a crossroads but when it feels toughest we can make the biggest change, find allies and find ways to invest in women and accelerate progress,” says Morton.

Starting with you

Before we can dismantle decades-old structures, tackling outdated mindsets and individual challenges will lead to the cultural shifts that contribute to change. A panel discussion chaired by Nicola Kemp, Editorial Director at Creativebrief, featuring Zoe Eagle, Creative Agency Co-Chief at Accenture Song, Polly McMorrow, CEO at McCann, Belinda Surjadi, Client Service Director at We are Futures, explored charisma in female leadership. With a focus on challenging societal stereotypes and gendered leadership traits. 

McMorrow shared that more so than ever, we must stop thinking of certain traits such as empathy as feminine and assertiveness as masculine. She explained: “Charisma and great leadership can be presented in any human.”. While Surjadi urged the audience to break the cycle of creating stereotypes at a young age asking: “How damaging will this be if we don't dismantle stereotypes, how are we challenging that in the workplace and are we personally carrying any of those more limiting stereotypes?”

For female leaders, self-promotion is a muscle which needs to be built. A commitment which is hard to maintain when the need to speak up is sometimes met with disdain. However, representation within leadership is so important for inclusion and tackling the challenge is essential. Eagle explains that as a leader you must find your voice. “Your judgement, vision, decisions, and personality is judged constantly so confidence to put yourself out there is really important,” she says.

While McMorrow encourages female leaders to meet disdain head on, if negative feedback is given. She explains:  “Don't be frightened to challenge language and ask what things mean. Make them explain it.”

Lifting one another up as leaders to progress together and increase representation will help to create a workplace where the next generation feels the sharp edges of these challenges a little less.

Investing into new structures, allowing leaders the time and space to find their voice and investing in building more inclusive environments is the only way that companies can prove they truly value women all year round.