Thread by @SedaraAma

It's International Women's Day and naturally, my inbox was flooded with coupons and sales "celebrating women". So, here's an article on what not to do as a marketer on women's day.

#IWD is a day dedicated to celebrating the achievements of women. But, without a doubt, it has morphed into something overly commercial. This is in no way saying that paying attention to women's issues and topics is not important.

But when you do that with a pizza coupon once a year, it makes it a cheap and empty gesture. The stark gap between the ideal and the reality of gender equality is never more apparent than on #IWD.

When you look at the marketing efforts of a majority of brands this past week, it's almost as if all the issues that women have, we (only) have during the first week of March. Beyond the 8th of March, the urgency, resources and goodwill seem to go nowhere.

In reality, women aren't going to feel celebrated or valued by a generic "Happy Women's Day" Facebook post from a brand that doesn't employ any women.

If brands want to genuinely celebrate women, they should continue the interest and resources they spend on #IWD beyond the first week of March.

If your brand wants to genuinely celebrate women, here are some things that you can do throughout the year:

1. Hire (more) female employees and have them in positions of power.

2. Have an annual plan on what your brand can do to empower and celebrate female employees and women in the community all year round.

3. When you choose a face for your brand, create a balance between men and women.

4. Next time you need to do a voiceover that needs to sound "strong", choose a woman.

5. Please try not to do "Women's day sales". There's so much you can do that will make a real impact.