HK marketers on how brands can accelerate action for gender equality this IWD

This year's International Women's Day (IWD) theme is "Accelerate Action," which calls for global efforts to recognise strategies, resources and initiatives that promote women's advancement and support their implementation.

A study conducted by The United Nations Global Solidarity Movement for Gender Equality and TEAM LEWIS, in support of HeForShe, reveals that public awareness of gender inequality has increased, but geopolitical issues have overshadowed the issue. Over 75% believe companies still need to implement policies for women in the workplace. 

One third of women (32%) have reconsidered their employment due to their company’s in-office policy. Of those, 45% say the reason for reconsidering is inflexibility at work. Additionally, only 17% of women received a pay rise in the last year, compared to 24% of men. In leadership, women continue to be underrepresented. The percentage of women in senior management roles declined to 53% this year when compared to 56% in 2023 and 2024. 

The report outlines the actions that can be taken to support equality. Women want men to advocate for equal leadership opportunities (39%) and challenge gender-based discrimination (39%) in the workplace. The research revealed that men are prepared to step up. When questioned, men said they feel most comfortable advocating for equal pay (41%), calling out discrimination (37%) and sharing household or childcare responsibilities (35%).   

While in Hong Kong, awareness of gender equality also surpasses the global average, according to a University of Hong Kong survey compared to the UN Women’s Gender Equality Study. This awareness includes access to quality education, personal property, and safety. Nonetheless, significant perception gaps exist, with men often overestimating how easily women can obtain and control these resources.

In terms of future ideals, most respondents agree that more respect for women's rights is needed across all areas, including more opportunities for women in business, politics, and higher education, as well as equal pay for equal work regardless of gender. However, the percentage of agreement in Hong Kong (90.2%) is slightly lower than the global average (92%). 

While the representation of Asian women has improved,  discussions about fostering long-term inclusivity remain vital. To explore this, MARKETING-INTERACTIVE has reached out to female marketers in Hong Kong to share the changes they want to see in this IWD and the initiatives they are implementing to support women's advancement into leadership roles.

Angela Wong, chief marketing and customer officer, AXA Hong Kong and Macau

IWD is a meaningful occasion to spotlight the challenges women face and inspire positive change. This year, I hope to see a greater emphasis on empowering women to prioritise their mental and physical health and embrace the importance of self-care. 

In Hong Kong, women often shoulder multiple roles, from work responsibilities to caregiving for their families. These demands leave little time for “me time,” with only 24% of women managing to engage in the recommended 150 minutes of moderate-intensity exercise per week. This lack of physical activity is concerning, especially as 34% of women have identified improving their physical health as their “big wish".

Physical health is not just a cornerstone for overall wellbeing—it is deeply connected to mental health. Despite the challenges, it is crucial for women to make time for themselves because when they take care of their health and wellness, they are better equipped to care for their loved ones. 

At AXA, we support women in their journey to prioritise self-care and wellbeing. Through initiatives such as the AXA Better She progromme and Green Power Hike, we aim to promote active lifestyles and create opportunities for women to invest in their health.

This IWD, I hope to see more women reclaiming time for themselves and embracing health and wellness as a foundation for a brighter, more balanced future—for themselves, and their families.   

Challenging gender stereotypes plays an important role in this effort. Raising awareness about the impact of biases and valuing employees for their abilities and contributions, rather than societal assumptions, can make a real difference. Leadership development programmes designed specifically for women can also be highly effective in addressing the barriers that female employees may face. These initiatives provide mentorship, networking opportunities, and skills training, helping women build confidence and prepare for senior roles.

Practical support, such as flexible working arrangements, is another way to help women balance professional and personal responsibilities. At AXA, for instance, we offer a two-day work-from-home policy, which has been beneficial in easing the pressures of caregiving and promoting better mental health. Equal parental leave policies can also play a role in reducing the disproportionate burden of caregiving on women, helping to create a level playing field. 

Ultimately, creating an environment where women can succeed requires long-term commitment and a multi-faceted approach. By challenging stereotypes, fostering inclusivity, investing in leadership development, and providing meaningful support, organisations can empower women to thrive.

Increasing female representation in leadership not only promotes greater gender equality but also builds more innovative, diverse, and successful organisations. 

Ellen Yau, Asia lead of brand strategy, women health, Bayer Healthcare

Today, a conversation with my colleague left me inspired. Her husband recently relocated for work, and although she didn't physically move with him, she orchestrated everything from afar — coordinating the move, managing logistics, and ensuring he settled comfortably into his new environment.

Concurrently, she excelled in her demanding job, handling numerous projects and meeting tight deadlines. Once her husband was settled, she returned to her hometown to continue her professional and family responsibilities. Her story is a testament to the remarkable resilience and capability of women, perfectly illustrating the significance of IWD. 

As we approach this day, it is crucial for brands, especially those for whom women are a primary target audience, to genuinely engage with and support women's aspirations and needs. This commitment should extend beyond superficial acknowledgments or one-off campaigns.

Brands can demonstrate their dedication to gender equality by launching initiatives that support women's empowerment and contribute to eradicating discrimination and stereotypes. This could include funding educational programs, supporting women-led businesses, or creating content that challenges traditional gender roles. Authentic representation in advertising and corporate policies can significantly influence public opinion and help shape a more equitable society. For instance, ensuring women are represented in leadership roles is a critical step.  

As we mark IWD, let us see it as a call to action for ongoing commitment to gender equality. Brands that align themselves with this mission not only forge a stronger connection with their audience but also contribute to a more just and equitable world. This commitment enhances the brand’s integrity and appeal, benefiting both society and the brand in the competitive marketplace. Happy International Women's Day—salute to all powerful women! 

Iris Kan, marketing director, Hong Kong and Macau, L’OCCITANE Group

As we approach IWD, I feel a deep sense of pride in being part of a company and a team that is genuinely committed to empowering women at every level, from sourcing to staff. 

This year, I would love to see even more organisations embrace this commitment and take proactive steps to foster gender equality. It’s inspiring to witness the positive impact that such initiatives can have on society as a whole.

I envision a future where mentorship programmes are not just available but are actively promoted, connecting aspiring female leaders with seasoned professionals who can guide and uplift them. Celebrating women’s achievements should be a year-round endeavour, creating a culture of recognition that inspires all employees to strive for excellence. 

By amplifying women’s voices and contributions, we can create a more inclusive environment that benefits everyone.

In my experience within the FMCG and beauty industries, I have seen the transformative power of strong leadership and a supportive team culture. I am proud to be part of an organisation that prioritises collaboration and open communication, fostering an environment where everyone feels valued and empowered to share their ideas. 

This open feedback culture not only encourages continuous learning and improvement but also strengthens our collective impact.

Industry players can drive meaningful change by investing in leadership development programs specifically designed for women. By equipping women with the skills and confidence to take on leadership roles, we can create a robust pipeline of talent ready to rise to the top. It’s heartening to see companies actively challenging outdated stereotypes and biases, and I am grateful for the positive strides already being made in this direction.

Ultimately, the journey toward gender equality is a shared responsibility. By supporting one another and championing diversity, we can create a brighter, more equitable future for all. This IWD, let’s celebrate the progress we’ve made and reaffirm our commitment to empowering women in every aspect of our industries. Together, we can make a lasting and positive impact on society!

Agnes Lung, executive director and group marketing and digital officer, Uni-China Group

With 25 years of experience in marketing, I feel truly grateful to call Hong Kong home and to be part of Uni-China Group, where female leaders shine brightly. I've witnessed firsthand how the marketing industry thrives on women's unique strengths — the attention to detail, the ability to execute complex tasks efficiently, and multitasking skills. 

Especially, in Chinese culture, we also carry the added responsibility of nurturing and the traditional expectations surrounding a woman’s role. Yet, the true potential of women often goes overlooked, and this is a reality I am passionate about changing.

Real change begins with our social atmosphere. We must collectively recognise that women are not seeking privilege; rather, they are advocating for the fundamental right to be seen as individuals deserving of equity and respect. This journey towards equality should be embraced with open hearts and minds by all of us.

This IWD, let us boldly take a stand to move beyond gender-based judgments.

We must challenge stereotypes and celebrate the diverse contributions women make across all fields. Let’s encourage young girls to embrace their inherent value and power, backing them up to voice out without hesitation.

Regarding how industry players can drive change in their companies so women can rise to the top, what does "top" truly mean? Michelle Obama once said, “There is no limit to what we, as women, can accomplish.” Perhaps it’s not as complex as we think; it might simply mean being treated fairly and receiving the recognition we deserve based on our abilities. It is a concept that each of us must define for ourselves.

As someone who leads a group marketing department that warmly embraces female contributors, I believe it is crucial to engage leadership commitment to ensure that women are considered for managerial roles.

It’s not merely about filling positions; it’s about cultivating an environment where women can truly thrive and be acknowledged for their unique contributions.

Building support networks is essential. Initiatives such as “Yoga Day” can promote connection and wellbeing among employees, creating a space where everyone feels valued and heard. I also envision campaigns that source products from women-owned businesses, empowering our female colleagues and encouraging them to raise their voices, both in the workplace and beyond.

Externally, we can extend our efforts by recruiting local residents and supporting those who remain unrecognised in our communities. Fostering inclusivity within our organisation and in the wider community can help create a culture that uplifts everyone, championing the incredible potential of women everywhere.

Let’s redefine what “TOP” means for us by ensuring that every woman has the opportunity to reach her full potential, supported by a network that values her contributions and celebrates her achievements. The door is wide opened, and now it's our time to shine.

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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