With International Women’s Day (IWD) just over a week away, many companies have their celebratory social posts scheduled and pink cupcakes on pre-order. Others will simply be keeping their heads down in an effort to avoid accusations of superficial support (also known as IWDwashing). Then there are also teams still wondering which is the right approach to take…
From employees and candidates to customers and clients, people want to see companies making a genuine commitment to gender equity. As such, the simple answer for those wondering what to do on IWD is to recognize the day — but don’t fall into the dangerous trap of IWDwashing.
- 85% of people want to know what companies are doing to maintain or reduce their gender pay gap
- 86% of people want to know what companies are actually doing to drive diversity, equity, and inclusion (DEI)
- This is a 5% year-on-year increase in interest, which increases further for the younger workforce.
(Find the full stats and more in our What Women Want Report 2024)
What do we mean by IWDwashing?
IWD washing refers to superficial or insincere displays of support for International Women’s Day without genuine commitment to advancing gender equity. Here are few common examples:
- Brands releasing “empowering” products without ensuring equitable treatment of women in their workforce
- Companies launching employer branding campaigns around the women in their organization, despite a lack of action plan to tackle their gender pay gap
- Employers hosting one-time IWD events without implementing long-term strategies for gender equality
The dangers of IWDwashing
International Women’s Day (IWD) is here to further drive gender equity by shining the light on women in the workplace — and recognizing the need for further progress. Taking part in it indicates a company recognizing the importance of this day. But beware of making surface-level statements, as employers are increasingly called out for being all talk and no action.
For example, in today’s social media-savvy world, companies can be publicly shamed for any signs of tokenism in an instant. Most notably, since 2022, an X account (formally Twitter) called the Gender Pay Gap Bot (@PayGapApp) has been automatically re-sharing the IWD posts from employers — alongside the median hourly pay between men and women at that organization. And rumor has it that it’s coming to Australia.
So, what should employers be doing to recognize this important day?
1. Do recognize the day with proof of your commitment to progress
To avoid sincere celebrations of the women in your workplace being tarred with accusations of tokenism, we recommend making sure your communications;
✅ Recognise gender disparity as an ongoing issue;
✅ Demonstrate your company’s commitment so far;
✅ And/or your planned commitments over the next year.
This approach is particularly important for companies with poor gender pay gaps who are looking to hire and retain women in 2024. Because despite a poor gender pay gap being undoubtedly off-putting, over half of What Women Want Survey respondents said they would still apply — if the company could prove its commitment to improvement.
Not sure what steps your company can actually take to improve? The best place to start is by understanding the issues causing a disparity in your organization, a task we’ve made easier with our free pre-action plan checklist.
💡 Top tip for our Endorsed Employers for All Women
Remember, your endorsement badge is a trusted sign of a workplace committed to the careers of all women. Be sure to show it off!
2. Do harness this opportunity to educate, inspire, and bring everyone on board
Similar to the negative impact of surface-level social media posts, internal International Women’s Day events can be received as box-ticking exercises that do more damage than good.
For example, with gender pay gaps public in both the UK and Australia, celebrations of women within your organization may seem superficial to many employees — especially if the company has failed to share any steps to closing the gap. Such days can also fuel sentiments of “special treatment” for women and marginalized groups, further building the barriers IWD is here to help break.
However, IWD events with real purpose can be a powerful tool for uniting teams and progressing your gender equality efforts. For example, hosting panel discussions, workshops, Employee Resources Group (ERG) events, or even hosting a fireside talk from DEI leaders within your team.
Whatever type of event you choose to run, we recommend:
✅ Setting clear expectations: Let attendees know that while sharing personal experiences is welcome, it’s not required, and participation is voluntary.
✅ Promote education and awareness: Prioritize educational sessions that focus on raising awareness of systemic issues and providing actionable strategies for allyship and advocacy.
✅ Facilitate safe spaces: Designate specific areas or times during the event for attendees to engage in smaller group discussions or seek support if needed.
✅ Practice active listening: Encourage active listening and empathy among participants. Remind attendees to respect others’ boundaries and refrain from pressuring anyone to share more than they’re comfortable with.
✅ Make sure these are a safe space for people to be curious, ask questions, and even raise concerns. One example to facilitate this would be the provision of a platform for anonymous questions to be submitted during and in advance, so that people can truly gain the information they want from the day.
💡 Want to make sure you’re prepared for potentially difficult discussions around the gender pay gap? Check out our guide, Does the gender pay gap even exist?
✅ Remember to raise the voices of those you’re serving: Events, policies, programs, and initiatives should not be formulated or implemented without the direct involvement and input of the people they are meant to serve. So be sure to include a diverse representation of women within your plans and execution of the day.
⚠️ Be aware that asking marginalized individuals to represent and/or guide on DEI initiatives can pose additional burdens of pressure and responsibility.
So while it’s important to seek such representation, it’s crucial to do so in a way that respects their time, boundaries, and well-being.
Here are three tips to do just that:
1. Recognize their contributions with a fair offer of compensation and other accommodations (such as ensuring their manager reduces their workload and takes their participation into consideration when assessing any performance that month)
2. Respect their autonomy in timing, format, and level of involvement, allowing them to choose their preferred role or participation method. Ensure active moderation and intervention if needed to address issues.
3. Offer Follow-Up Support and build long-term relationships (for example, prioritizing their ongoing involvement and contributions to diversity and inclusion efforts within the company.)
3. Do continue to prove your commitment after the day
Ultimately, IWD is just 24 hours. The proof behind your commitment to gender equity needs to be demonstrated throughout the year with clear initiatives that drive real change in your organization. And then, this time next year, you’ll have even more progress to celebrate.
Helpful resources to help you have a meaningful impact in 2024
From flexible working to sexual harassment, discover the policies that will help attract and retain women at your workplace — and ultimately reduce your gender pay gap.
Take 60 minutes to find out how other teams are understanding and addressing their gender pay gap, from leading employers making real progress.
Use our free checklist to identify the causes of gender inequity in your workplace, so you can create an action plan that has a real impact.
Want to know how our proven process, endorsement, and support can help your company drive diversity, equity, and inclusion in your workplace?
