Worldwide Ladies’s Day finds a brand new spin for 2024


It’s simple to bitch about Worldwide Ladies’s Day. It’s been hijacked by commercialism and is now simply one other date on the company comms calendar that’s about noise, not activism.

Helen Mirren has been decreased to saying that she counts a brand new (one-off) Barbie doppelganger as an achievement that ranks with an Oscar and a Damehood. And the ASA has put out particular tips to assist enterprise “keep away from dangerous or offensive stereotypes” at this troublesome time of 12 months for advertisers.

However in 2024, it looks as if the main target has shifted in a constructive approach in the direction of celebrating ladies in enterprise and inspiring funding at a grass roots degree. John Lewis is main the way in which with a “John Lewis & Sisters” marketing campaign inviting designers, producers and women-led manufacturers to pitch their merchandise with a watch to being stocked at Christmas.

Saatchi & Saatchi has additionally created a vibrant marketing campaign that celebrates the ladies who’ve formed John Lewis for the final 160 years, together with make up entrepreneur Charlotte Tilbury, artist Barbara Hepworth – and Mrs John Lewis.

Liverpool FC can also be in on the act with a marketing campaign in collaboration with VIstaPrint that options gamers studying how you can make Italian pasta from scratch at an area female-run enterprise. Disgrace that it’s solely the ladies gamers within the kitchen.

It’s a busy time of 12 months what with World Guide Day, Worldwide Ladies’s Day and Mom’s Day in the identical week. Who can blame retailers for utilizing these golden alternatives to flog flowers, meals, garments and books?

Sweaty Betty – one other feminine discovered enterprise – has taken the second to launch what it calls a “daring new visible identification” that would solely be distinguished from the earlier iteration by an skilled. The marketing campaign is stuffed with Instagram knowledge, giving ladies permission to “really feel nice” as an alternative of “look nice”, “be your self” as an alternative of “rework your self” and “do you” relatively than “be that lady.”

There’s all the time the @PayGapApp bot to maintain it actual. It detects self-satisfied #IWD social media posts and reposts them with statistics on the corporate’s pay hole. Fascinating to see that the Labour Get together has achieved equal pay this 12 months, having closed its 2023 hole of 4.1% simply in time for the election.


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