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Given that Women’s History Month and International Day of the Girl take place every year, I often doubt the DEI commitment of companies that start asking about events and solutions that “engage women” a month or two before those moments.
True DEI champions are currently talking about plans with clear repercussions for 2034; true leaders see inclusion as table stakes for future-proofing their business, not as an altruistic, performative marketing campaign.
As the lead of The Collective, a women’s advocacy group in sports and music, March and October always seem to be the busiest months between speaking engagements, opinion pieces and general celebrations of women and girls. But all too often, it’s only those months. And that’s an intersectionally relatable issue.
Gone are the days when “let’s go, girls” was just a rallying cry. The entire Western world’s economy is shifting to women being the current and future wealth holders. Gen Z women—the most powerful economic generation yet—are not only steering purchase decisions but will own two-thirds of the wealth in the U.S. by 2030. Additionally, they, along with Gen Z men, believe in and will spend on companies that authentically make the world a better place.
Oh, and they care about equality and equity beyond March and October. And they remember if that’s the only time you talked to them about it.
To truly win their hearts, a brand must build credibility first and foremost; that means intersectionality and supporting inclusion outwardly as well as celebrating it internally. Only when your own house is in order can you think about being a trusted advisor to consumers dipping their toe into inclusion or monetizing your brand’s position on it.
Commitment demands long-term structure
80% of Gen Z consumers expect companies today to help solve the world’s biggest issues, and 92% will reward them with purchases. Still, for many companies, even those already prioritizing inclusion, evolving from a product- or service-focused marketing history to one that regularly wraps in their worldviews can be a daunting proposition. That’s why brands often fall into the trap of performative support.
