March 8, International Women’s Day, has historically been a day of reflection, struggle, and advocacy for gender equity.
However, in recent times, the sociopolitical climate has changed. The growing anti-woke reaction has created an environment where many companies face challenges in addressing 8M without polarizing their audience or being accused of “corporate activism.”
In this context, how can organizations authentically and effectively commemorate 8M without resorting to empty rhetoric or generating backlash? What role does internal communication play in this transformation?
The challenge of inclusive storytelling in a divided world
In a scenario where certain sectors question diversity and inclusion initiatives, companies must redefine their communication strategies to avoid being caught between silence and controversy. The key lies in consistency: it’s not about adopting a stance as a trend but aligning with the organization’s values and actions.
8M new challenges
Companies that have consistently worked on gender equity policies have greater legitimacy to speak about 8M without their message being perceived as opportunistic. On the other hand, those that seek to jump into the conversation without real backing risk being accused of “performative feminism” or “pink washing.”
March 8, International Women’s Day, is a key date to reflect on progress and challenges in gender equity.
Current landscape of gender equity in the corporate world
Gender inequality figures remain alarming.
According to the World Economic Forum, globally, women represent 42% of the workforce and hold 31.7% of senior positions. Meanwhile, they make up 50% of entry-level positions, but only 25% of executive roles are in their hands.
In Latin America and the Caribbean, according to a report by the Inter-American Development Bank, the situation is even more challenging: women hold only 15% of executive positions and own just 14% of businesses.
These figures highlight a significant gap in female representation in leadership positions, underscoring the need to implement effective gender equity policies in the corporate environment.
The impact of the anti-woke movement on corporate policies
In recent years, as a result of political changes in various countries, a backlash against diversity, equity, and inclusion (DEI) initiatives has emerged in the corporate world. Companies like META, Ford, and Harley Davidson have begun to limit or eliminate equality and diversity policies, influenced by the political and social climate.
This trend poses challenges for organizations seeking to promote gender equity, as they must balance their internal efforts with external perceptions and potential criticism.
Trends and opportunities in DEI
However, according to a study by consulting firm Paradigm, 42% of leaders plan to make substantial changes to their diversity, equity, and inclusion programs by 2025.
Building more representative teams, implementing fairer practices, and fostering more inclusive cultures are initiatives supported by the majority of Americans.
Internal communication: The engine of real change
The impact of internal communication on gender equity is crucial. It’s not just about publishing inspiring messages on social media but about fostering an organizational culture that reflects this commitment daily.
To achieve this, companies can implement strategies such as:
- Active listening and participation: creating safe spaces where women within the organization can share their experiences and challenges.
- Concrete actions: beyond communication, companies must support their message with clear policies, such as equitable career development plans, performance-based promotions, work-life balance measures, and anti-harassment protocols.
- Strategic allies: i Including the entire organization in the conversation, promoting the role of men as allies in gender equity.
- Data and transparency: sharing progress on diversity and inclusion with clear metrics that lend credibility to the company’s commitment.
8M in brand strategy: Authenticity and commitment
The challenge for 2025 will be to find a balance between an inspiring message and a sustainable business strategy. The key is to build communication that demonstrates gender equity is not a trend but a strategic pillar of the company.
Some key points for brands to commit:
- Avoid empty rhetoric: Instead of generic messages, it’s better to share real stories of women within the organization, showcasing concrete progress.
- Innovate in formats: Interactive content, such as internal podcasts or discussion forums, generates more impact than traditional institutional statements.
- Stand firm in values: Despite the anti-woke climate, brands must uphold their identity and values without falling into lukewarm messaging or complacency.
A commitment that goes beyond 8M
8M should not be an isolated date on the corporate agenda. For the message to be legitimate, actions must be continuous and sustainable.
In a world where companies are increasingly evaluated based on their social impact, internal communication plays a key role in building more equitable organizational cultures.
In 2025, companies have the opportunity to redefine their role in the fight for gender equity, navigating authentically in a polarized environment. The key is not to avoid the debate but to lead it with actions and real commitment.
