Beyond Pinkwashing: How to make International Women’s Day meaningful

International Women’s Day (IWD) is fast approaching, and with it comes the flood of well-intentioned but often superficial corporate gestures.

Think pink logos, vague social media statements, and one-off panel discussions that barely scratch the surface of gender inequality.

While organisations may be eager to show their support, many fall into the trap of performative activism rather than driving real change.

If your organisation is planning an event or supporting IWD this year, here are key ways to move beyond lip service and make a tangible impact.

1. Let Women speak and actually be heard

Too many IWD events claim to support women but fail at the most fundamental level: giving women the space to speak.

Panels and discussions should feature women as the primary voices – this is not the time for men to dominate the conversation. Male allies should take an active role in elevating and amplifying the voices of women around them, putting forward talented women they work with to be recognised and heard. If your event doesn’t centre the voices of women, it’s missing the point entirely.

2. Pay women speakers, don’t expect free labour

Women are already grossly underpaid, and the gender pay gap persists across industries. In Australia, the national gender pay gap sits at 13% as of 2023, meaning women earn, on average, $253.50 less per week than men in full-time roles (Workplace Gender Equality Agency).

For women of colour, the pay gap is even wider.

Asking women to share their expertise for free only reinforces these disparities. If your organisation is hosting an IWD event, budget for speaker fees. Understandably, many startups and social enterprises may not have the same resources as larger companies, but they are often doing their best to advocate for women in meaningful ways. If financial compensation isn’t possible, offer meaningful in-kind remuneration such as promotional opportunities, professional services, or other forms of tangible value.

3. Champion intersectionality

Representation matters, and it’s crucial that IWD events reflect the diverse realities of women’s experiences. This means actively including women of colour, LGBTQ+ women, women with disabilities, and other underrepresented groups.

Women from minority backgrounds face compounded barriers, including higher wage gaps and fewer leadership opportunities. If your panel or event lacks racial and cultural diversity, it’s time to re-evaluate and intentionally seek out more inclusive representation.

4. Invite men along

Men play a critical role in closing gender disparities, but IWD is about centring women. Rather than giving men speaking slots at IWD events, invite them to listen, learn, and support.

Encourage male leaders to attend events, publicly endorse women-led initiatives, and take actionable steps within their organisations to advocate for equity beyond just one day a year. Supporting, amplifying, and advocating for women’s voices should be an ongoing commitment, not a once-a-year performance.

5. Recognise women who often go unseen

IWD shouldn’t only celebrate high-profile executives and industry leaders – it should also spotlight the women in your workplace and industry who are making significant contributions but rarely get recognised.

This is particularly important in male-dominated fields, where women are often overlooked despite their expertise and leadership.

Use this occasion to elevate new talent, highlight unsung heroes, and ensure that recognition goes beyond the usual suspects.

6. One Roof’s approach to IWD

At One Roof, it might seem counter-intuitive, but we often choose not to host large-scale events around IWD.

The reality is, there’s already a lot of noise, and for us, every day is IWD. Instead, our national team of Ambassadors will be hosting local meetups to foster in-person connection and meaningful conversations.

While we fully support the importance of IWD events, this approach aligns with our commitment to long-term, sustained action rather than one-off gestures.

More than just one day

Ultimately, the principles behind these recommendations shouldn’t be confined to a single day in March.

True commitment to gender equity requires ongoing effort. If your organisation is serious about supporting women, start embedding these practices into everyday business operations such as paying women fairly, elevating diverse voices, and recognising contributions year-round.

International Women’s Day should be a catalyst for lasting change, not just another corporate PR exercise. Let’s do better, beyond the pink logos and hashtags.