IWD: Time to Stop Talking and Take Action

As we celebrate another International Women’s Day (IWD), it’s a good time to reflect on how much traction the day gets, and who is driving the conversation. To get some insight on this, we asked GumGum, the contextual-first advertising technology leader, to use its Mindset Graph technology to scan the open web. They found a total of 261,283 mentions of IWD during the seven day period leading up to the day, with Meghan Markle leading the way among women mentioned with reference to IWD, with 1,491 mentions. She was followed by Clara Zetkin, who died almost 90 years ago, but still features prominently in relation to IWD content thanks to her passionate advocacy for women’s rights throughout her life (1,461). 

In third place was the American actor and film producer, Viola Davis (1,112), followed by Michelle Obama (1,089), and Malala Yousafzai, the female education activist and Nobel Peace Prize laureate (1,033 mentions). Malala became an international symbol of the fight for girls’ education after she was shot in 2012 for opposing Taliban restrictions on female education in Pakistan. 

All five are passionate advocates for women’s and girls’ rights, so it’s perhaps no surprise to see them feature so prominently in the discussions around IWD. At an industry level, we took the pulse of IWD 2025 by speaking to industry rising stars and legends to get their perspective on how things are progressing. The overwhelming consensus? Things are moving, but not fast enough. For all the talk, the gender pay gap still exists. Exorbitant childcare costs still exist. And workplace discrimination based on gender - still exists. As an industry, we need to pull together to break down these barriers and we asked these industry thought leaders to have their say:

Denisia Torrelli, Product Manager, Onetag

"I think that IWD is a celebration of the strength, resilience, and brilliance that women bring to every facet of life. It is a day to honour not just the achievements of women but also the power they have inside. As GD Anderson beautifully puts it, “Feminism isn’t about making women strong. Women are already strong. It’s about changing the way the world perceives that strength.” Let’s honour the strength that women have always had. Let’s change the narrative. Let's team up, because together, we can make the difference!"

Josh White, VP Paid Search, Jellyfish

“What helps drive change is ensuring that all genders, not just females, participate in conversations about gender equity. Collectively, we need to champion and continue to invest in diverse talent through fostering an inclusive working environment, focusing on pay equity, flexible working and zero-tolerance policies on discrimination and harassment.

There are also structural balances which need to continue to be addressed, in particular around inclusive hiring practices and skill-based assessments, to judge candidates on their capability rather than traditional credential reviews.”

Amber O’Neill, Content Manager, The Digital Voice™

“Though an important day for celebration, International Women’s Day serves as a reminder that there’s still work to be done. Whether it be with our friends, families or in the workplace, no one should be judged based on their gender and the fact that many still are, feels so outdated. 

We need to work harder to come together and stand by the idea that a person’s gender should not define who they are or how they’re treated in both a professional setting and beyond.”

Camilla Ray, Planning Director, Nectar360

“This International Women's Day, I'll be running 10k whilst raising funds for women's aid to support the incredible work they do as part of their mission to build a future where domestic abuse is no longer tolerated. Central to accelerate action, for me, is empowering the next generation of young women and girls so that no one is left behind. From a personal perspective, I will continue to mentor and help others unlock their full potential.”

Steph Parry, EVP Client Management, Jellyfish

“I struggle with IWD commentary from women in the industry. Why? There are plenty of women who already speak about this year-round; the stats are clear, and the problems are well-documented. The gender pay gap, a proven business issue that - when closed - drives success and happier teams, is widening, with estimates that it could take 100 years to resolve. This is a business problem, and business problems require collective action. Just over a third of C-suite advertising roles are held by women, despite making up 51% of the population. We cannot fix this alone.

True gender equity will only happen when all genders take accountability. I no longer join gender equality panels unless they are mixed-gender and action-driven. Many, like me, are frustrated by repeating the same discussions with the same people.

This is my call to arms. Be like my Head of Growth, a dad-of-two who is actively driving our internal GPG conversations alongside myself, his female colleague. As he puts it: ‘just because you are a woman, does not mean you carry the responsibility for fixing this.’

Culture isn’t what you say - it’s what you do.”

Cameron Townsley, Creative & Events Director, The Digital Voice™

"Clearly something needs to happen. This year, many people that I have spoken to are at a loss as to how to approach, comment or react and that is a sign that there is fatigue, led by frustration at lack of change, around International Women’s Day. Now more than ever we need to look to each other to collaborate, regardless of gender, and focus on being selfish for ourselves. If something isn’t right for you, don’t be afraid to speak up or make that change; back yourself all the way!."

Barani Sasikaran, Senior CSM Demand UK, Onetag

"International Women’s Day marks a significant celebration of women's achievements, highlighting how far we've come in making women's voices heard, empowering them, and advocating for equal rights alongside their counterparts.

While there has been notable progress in gender equality, the journey is far from over. Women still face countless barriers and constantly have to prove their capabilities in many areas of life. A striking example is the alarming 37% increase in pregnant women being laid off in the UK, simply because they are perceived as costly during pregnancy or maternity leave. Why should women be forced to choose between a) career or b) family? Why is bringing new life into the world – the very generation that will contribute to businesses, society, and the economy – seen as a burden rather than a vital contribution?

The Nordic parental leave system is a powerful example of how state-supported parental policies can create a happier, more balanced society. Imagine if your own mother had to think twice before having you – how different would the world be? No woman should feel that giving birth threatens her career growth, financial security, or personal development.

It’s time to challenge these norms and create a future where women can have both – a thriving career and a family – without compromise."

Nick Fettiplace, Managing Director, Jellyfish UK

“Be Consistent. Gender equality must be as consistent a focus as commercial health. Economic challenges often push DEIB to the back burner, but for real impact, it must remain a non-negotiable part of your company strategy.

This is the ideal time to embed DEIB into your company culture and, specifically, to ensure gender equality and meaningful support for women are foundational to your business.”

Denica Clements, Senior Customer Success Manager, impact.com

“The marketing industry has changed so much over the years, and for many women like myself, it is now such an authentic, positive and elated view to see. There is something therapeutic about seeing someone you can relate to on stage speaking at a huge conference, in a role of leadership at your company, inspiring others not to be afraid to share their voice, or just simply sharing the same space to receive and give the wealth of knowledge we all possess. I look forward to even more years of celebrating women!”

Alison Steele, Partner Executive, Nectar360

“This year for International Women's Day, I'm all about celebrating the amazing women in my life, my mom, my sisters, my friends and my work colleagues, and it's all around the amazing women who inspire me day to day to keep their momentum going throughout the month, I'd be supporting women's voices, women's businesses, and just being there for support for all the women around me.”

Noor Sheikh, Senior Social Media Executive, The Digital Voice™

“International Women's Day is a reminder to celebrate the strength and resilience that exists in every person. I truly believe that strength has no gender;  it’s about unity, support, and the great potential we all share. As Michelle Obama said, "There is no limit to what we, as women, can accomplish." Let’s Accelerate Action and work together to make lasting change in 2025!”

Reading all the above refreshingly honest comments, it’s clear that, for all the talk, we need to do more to ensure equality for women in the workplace and in society. Celebrating women’s achievements once a year won’t cut it. Everyone in the industry – of all genders – needs to put their foot to the floor, accelerate action, and stamp out the old practices and biases that continue to impact women negatively on a day-to-day basis. Let’s make 2025 the year we don’t just talk about it, but actually do it.