Why this IWD what women want is for men to show up

Founder of industry initiative, Fck The Cupcakes, and CEO of Innocean Australia Jasmin Bedir, asks that this IWD, men look to make a contribution.

Every year, the first quarter of the socially responsible marketing calendar is filled with 50 shades of pink and the ultimate crowd-pleaser of every internal corporate event: cupcakes.


Once the kids are back at school, and Valentine’s Day sales posters are placed in shop fronts, warm feelings and minority groups enter Australian boardrooms at scale. Just before the rainbow-coloured main event of socially conscious marketing (Mardi Gras), we have the much anticipated 24 hours, where highly qualified women speak to other highly qualified women at corporate events filled with baked goods, sometimes goodie bags, and plenty of self-empowerment messages, about issues that don’t really seem to improve much, year on year.

Yes, I’m talking about IWD, International Women’s Day (8 March).

A previous IWD campaign from Taboola

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

"*" indicates required fields

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.