Brand managers walk a fine line on International Women’s Day

Many are sharing colorful digital banners and inspirational quotes on multiple channels, but some see the marketing messages as inauthentic and ineffective. What were the best tactics?

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For International Women’s Day, social media managers had their banners ready.

Many had prepared relevant quotations and historical firsts for a showcase online. Brightly colored banners accompanied black-and-white photos of women breaking the mold.

However, not everyone was buying the messages from businesses and marketers.

Authenticity has become ever more important for brand managers and marketers—and many organizations don’t have a strong background of equality for women. Just this week, Google ended up in hot water over the pay gap between male and female engineers.

One writer for The New York Times had a humorous take on marketing messages for the day:

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