Every year on March 8th, people around the world observe International Women's Day, which serves as a significant occasion in the fight for women's rights. This day draws attention to various issues, including gender equality, reproductive rights, and violence and abuse against women. International Women's Day is celebrated in diverse ways globally, with some countries declaring it as a public holiday, while others observe it locally or socially to recognize and champion the accomplishments of women.
Behavioral Audience:
IWD is a good marketing opportunity and an important chance to support young women. International Women’s Day has become an increasingly popular and important day for marketers. A chance to raise awareness for women’s rights, to discuss issues facing women, and to celebrate women in business.
In recent years, there has been a growing awareness and support for International Women's Day in the United States. Many organizations, businesses, and individuals now observe this day by organizing events, marches, and discussions to promote women's rights and gender equality. Social media campaigns and hashtags related to International Women's Day have also gained popularity in the US, with people sharing stories and messages to raise awareness of issues affecting women.
Market Research:
Women/Feminists/Social Activist: Women of all ages and backgrounds who believe in gender equality, advocate for women's rights, are committed to breaking down gender barriers, have experienced gender-based discrimination or violence, are interested in feminist history and culture, or want to celebrate the women in their lives are likely to celebrate. IWD is also widely embraced by younger generations, including millennials and Gen Z, who are more likely to identify as feminists. Hence, it is imperative to involve them in your International Women's Day initiatives. During this period, younger demographics will be particularly vigilant regarding brand communications. The proportion of customers anticipating their preferred brands to tackle diversity and inclusivity concerns rises considerably as you go down the generational ladder - from 63% for Gen X to 76% for Gen Z. It’s a great opportunity for brands to join in the celebration of the social, economic, cultural, and political achievements of women. Brands can seize the chance to exhibit their efforts toward advancing gender equality and position themselves as agents of positive change by actively engaging in the cause. Therefore, it is important to ensure that International Women's Day promotions are genuine, aligned with one’s brand principles, and effectively resonate with their target audience.
Organizations/Businesses: organizations and businesses may choose to mark International Women's Day by making donations to charities or causes related to women's rights. Additionally, some events or activities related to International Women's Day may require tickets or registration fees, which could involve spending money. On IWD, with the right planning and content, brands can grab attention and shine. A chance to spread a message, to do some good, to raise awareness of your brand or product. One way to mark International Women's Day (IWD) is by creating content such as social media posts, website content, or customized ads. However, instead of appearing to use IWD as a publicity stunt, brands that truly succeed are those that invest genuine time, effort, and resources into making a meaningful impact. It's not just limited to big corporations either. Anyone can achieve this by planning, being creative, and having a genuine desire to add value, not just on March 8th, but throughout the year. Some ideas on how organizations can effectively use marketing to celebrate and target their audience on International Women's Day, and create meaningful connections with their customers and stakeholders, involve:
Align marketing efforts with the theme of International Women's Day: Ensure that marketing materials and messaging are in line with the theme of the day. This could include promoting gender equality, celebrating women's achievements, or raising awareness of issues affecting women.
Use social media to share inspiring stories and quotes: Social media is a great platform to celebrate the day and showcase inspiring stories and quotes of women who have made an impact in your organization or the world at large.
Partner with women's organizations: Partner with reputable women's organizations to create joint initiatives that celebrate women and promote gender equality. This could include organizing events, fundraising, or volunteering.
Use targeted messaging: Marketing messaging should speak directly to women and the challenges they face. Use language and messaging that resonates with them and is easy to understand.
Amplify the voices of women: Give a platform for women to speak out and share their stories. This could include hosting panels, webinars, or podcasts featuring women in your organization or industry.