Ditch the pink promises this IWD, brands need to support girlhood all year round

2023 was the year of the girl: that girls, girl dinner, girlmath, hot girl walks, feral girls, girl shopping, lazy girl jobs, friendship bracelets and a LOT of pink – especially in July when Barbie hit the theaters. There was much less ‘woman’ in the copy, but that’s another opinion piece.

We’ve grown used to this trend, but it wasn’t so long ago we were talking about #Fempowerment with fellow trendspotters at Backslash in 2016 (Remember Lemonade? Or the Icelandic MP breastfeeding her baby during a debate in parliament?). The movement gained momentum when girls and women stepped (back) into their #girlhood, especially on TikTok.

Most companies and brands got blinded by the commercial opportunity and ran one campaign or pink brand activation. Meanwhile, the conversation on social media and in the comments of TikTok went much deeper, what I like to call the pink Era of Girlhood Healing. Some initiatives were short-lived, but many others have found their way into girls’ daily life rituals and shifted their mindset (How Hard Can It Be? Boys Do It).

But the importance of paying attention to women’s rights remains critical – on all levels, every day, in every country - and to date. The gravity is reflected in this year’s official International Women’s Day theme, “Imagining a gender-equal world. A world free of bias, stereotypes, and discrimination. A world that’s diverse, equitable, and inclusive.”

It is a worthy goal, and one brands should demonstrate their commitment to beyond temporary, trend-driven, one-off campaigns. Will they continue their support now that the spotlight of a global trend has dimmed? Will we see performative or profound actions?

When I joined TwentyFirstCenturyBrand, I stepped out of advertising’s day-to-day and campaign dynamic. It gave me a new perspective on time, commitment and impact. Rather than being pressured by “quick wins,” performance campaigns and hopping on the latest internet trend, we have the time to match a brand’s purpose in line with its business ambition, define its cultural leadership roles and even help change consumer behavior. TL;DR: long-term, impactful actions.

While this is far from an absolute science or a perfect answer, I have a few recommendations on how brands can authentically engage with the girlhood movement and support their female audience on an ongoing basis – not only because it’s right and good for business, but also because this audience is more informed and unforgiving than ever. Many of them might seem obvious to you, but we all know how often trade-offs are made daily. Knowing that only 29% of creative director roles and 39% of executive roles are held by women across agencies of all sizes and that women are still underrepresented in leadership positions in general, it felt valuable to put some guiding principles on paper.

The color pink and the reclaimed girlhood will hopefully never go away, but often, the commitment and energy do as the commercial agenda dictates our daily priorities.

This is an invitation and a plea to think beyond a trendy brand activation and celebratory LinkedIn post. Keep acting with long-term and truly societally impactful actions in mind. Because while you might not see it, there are many women-centric issues and needs that need to be addressed (and fundamental rights to be defended). It’s not just more than overdue, but it can be incredibly fulfilling, creatively, commercially and personally.

Check out The Drum’s International Women's Day coverage here.