Unifying and Strengthening Brands for International Women’s Day

While Frances McDormand’s Academy Awards acceptance speech was a punctuating push toward gender-equality, the drive to include women in business is on-going. March 8 is International Women’s Day #IWD2018. Individuals and companies alike are progressing toward a gender-balanced workforce and embracing the “Press for Progress” theme of this year’s celebration.

#IWD2018

For female entrepreneurs interested in selling their food industry products, Williams Sonoma announced today a new website that propels the inclusion mission. Women entrepreneurs are invited to log their information into the company’s database to be connected to a local store. This will provide female entrepreneurs the opportunity to sell directly to customers.

Williams Sonoma

As part of a transformative event for women and families around the world, today, the Starbucks Foundation and the Malala Fund announced their shared vision to increase access to economic opportunities, create a better livelihood, and become leaders in their communities. The goal is to empower 250,000 women and families in coffee, tea, and cocoa growing communities by 2025. “Looking ahead, we want to ensure our partnerships connect women with education and leadership opportunities needed to create healthy homes and sustainable livelihoods – for themselves, their families, and future generations,” stated Virginia Tenpenny, executive director for The Starbucks Foundation and vice president.

Starbucks Foundation and Malala Fund

Other companies are making a small, yet impactful change to support the Celebration’s initiative. For Google, International Women’s Day is an opportunity to trademark the day with its on-trend Google Doodle, a visual narrative from 12 female artists. Via Twitter, #NobelPrize cited that in 2009, it was the first time that a scientific prize had been awarded to two women. “Elizabeth Blackburn and Carol Greider were awarded the Medicine Prize, alongside Jack Szostak, for discovering telomeres – and the enzyme that forms them – telomerase. #IWD2018.” Other brands are using the opportunity to differentiate their products as ones signifying unity and strength. Brawny’s Strength Has No Gender campaign cleverly plays off the theme while effectively highlighting a unique selling point of its brand. With only 30% female subscribership, the Economist is repositioning itself to gain women readership via its online hub which features women, such as Maye Musk (mother of Elon Musk), Zaha Hadid, and Betty Friedan, activist.

See insightful ways that brands are highlighting today’s International Women’s Day Celebration? Need help strengthening and unifying your brand message? Let’s work together.

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Sharon Gee is a consultant and marketer who specializes in helping global companies, start-ups, and small businesses thrive. A strategic thinker, Sharon supports CEOs and business leaders reach their goals through research, innovation, customer analysis, communication, and social media prowess.