As International Women’s Day approaches, there’s a growing recognition that progress towards gender equality can feel painfully slow, with many in the industry questioning whether things are truly improving or, in some cases, deteriorating. Reflecting on previous evaluations of gender representation in the design world, 2026 brings new insights and calls to action for brands and agencies to make meaningful changes.
Rowenna Prest, chief strategy officer at Joint, emphasizes the importance of authenticity in branding. She argues that brands must move beyond superficial representations of gender equality. “There shouldn’t be even a whiff of tokenism. It’s not just about how it looks, but about the processes behind it,” she asserts. Prest notes that genuine change requires systemic HR programs focused on equal pay and promotional opportunities, along with a commitment to fostering an inclusive company culture.
This culture should celebrate diversity and promote understanding of language, which has often excluded significant portions of the workforce. Prest highlights the necessity of flexibility in work arrangements to support those with caregiving responsibilities, a burden that disproportionately falls on women.
Sue Daun, executive creative director at Interbrand, echoes these sentiments by referencing the staggering statistics that show women are significantly underrepresented in leadership positions across various sectors. Despite brands flooding social media with empowerment messages on March 8, many revert to their usual practices the very next day. She urges brands to treat gender inequality as a crisis requiring urgent structural action rather than a mere background issue.
Daun outlines a transformative approach to gender equality that begins with honest introspection and measurable accountability. This method evolves from early seeds of change, where women are placed into decision-making roles, to long-term integration of gender equity into business metrics.
Highlighting success stories, Daun references brands such as Channel 4, which has developed menopause guidelines, and Diageo’s policies on women’s health, showcasing that prioritizing women’s advancement is both a moral imperative and a practical business strategy.
Polly Hopkins, UK managing director at Elmwood, emphasizes that true credibility with women cannot be claimed; it must be earned through consistent, authentic brand experiences. The reality of how a brand treats its female customers often speaks louder than any announcement made on International Women’s Day.
In summary, this year’s discussions surrounding International Women’s Day urge brands and agencies to commit to genuine systemic changes in pursuit of gender equality in the workplace. By fostering inclusive work cultures and prioritizing women’s advancement, financial and social benefits can be realized, ensuring that the strides made resonate well beyond a single day of awareness.