Brands and businesses have long played a role in advancing gender equality, yet many are now hesitating. Some organizations that once championed equity are reassessing their commitments. Others remain uncertain about how to take meaningful action in an era where progress is increasingly met with resistance.
As we recognize Women’s History Month and prepare to celebrate International Women’s Day, it’s an opportune moment to reflect on how far we’ve come—and how far we still have to go. Despite decades of progress, a troubling backlash is emerging. DEI programs are are quietly scaled back, women’s rights face renewed attacks and outdated norms are resurfacing.
Across the world—from Afghanistan, where girls are denied education beyond primary school (according to UNESCO, as reported by PBS, “at least 1.4 million girls have been deliberately denied access to secondary education” since 2023), to parts of the African Continent, where female genital mutilation remains a brutal reality (with over 144 million cases according to Unicef); from human trafficking rings that sell women into slavery to the boardrooms that still fail to elevate women into leadership (as 75% of senior management roles are still held by men according to S&P Global) — gender inequality remains a present-day crisis.
Even in countries where women have gained unprecedented influence in business and politics, progress is met with backlash, as if every step forward must be countered by a pull backward.
Yet, we cannot un-know what we know. We cannot un-experience what we have lived.
The weight of history and the urgency of now
History tells us that progress is rarely linear. It advances. It recedes. It accelerates. It resists. At every turning point, women have refused to be pushed back:
- Cleopatra led in a time when women’s power was an anomaly, proving that strategy and intellect knew no gender.
- Joan of Arc defied expectations and led armies, showing that courage transcends societal norms.
- Susan B. Anthony was a pivotal figure in the women’s suffrage movement, tirelessly advocating for women’s right to vote.
- Margaret Thatcher, both admired and criticized, was a woman who faced intense resistance in a male-dominated political world, demonstrating that leadership knows no gender.
- Madeleine Albright became the first female U.S. Secretary of State, paving the way for women in international
History tells us that progress is rarely linear. It advances, recedes, accelerates, and resists. At every turning point, women have refused to be pushed back:
- Cleopatra led in a time when women’s power was an anomaly, proving strategy and intellect knew no gender.
- Joan of Arc defied expectations, showing courage transcends societal norms.
- Susan B. Anthony tirelessly advocated for women’s right to vote.
- Margaret Thatcher faced intense resistance in a male-dominated political world.
- Madeleine Albright became the first female U.S. Secretary of State.
- Kamala Harris demonstrated the highest offices are within reach.
Women like Marie Curie, Indra Nooyi, Malala Yousafzai, and Wangari Maathai shaped history through science, business, education, and environmental activism. These women—and countless others—did not ask for permission. They shaped the world around them, and today, millions continue to do the same.
Unfortunately, progress is not self-sustaining. It requires constant acceleration. Assuming equality is inevitable—that we simply need to wait—is precisely why it stalls.
The reality of regression: two steps forward, one step back
For every woman who reaches the C-suite, how many more are dismissed as “not leadership material”?
For every brand championing equity, how many quietly scale back their commitments when the political climate shifts?
For every girl dreaming of a future without barriers, countless are denied even the right to learn.
In my own life, my maternal grandmother, who migrated from Turkey, never waited for permission. She balanced work and family with quiet strength and unwavering self-reliance. I was fortunate to have a mother who led by example and a father who reinforced my belief that my sister and I could achieve anything. Yet not every girl receives this foundational belief.
When we stop believing change is possible, we stop striving. Today, many messages subtly discourage ambition and reinforce outdated norms.
The business of equality: a decision, not a debate
In the corporate world, gender equality is not only ethical—it’s a competitive advantage. A study by S&P Global revealed firms with female CEOs and CFOs produced superior stock price performance compared to market averages. Companies with greater gender diversity on their boards aren’t just more inclusive—they’re more profitable. Women don’t just influence purchasing decisions—they drive up to 75% of discretionary spending worldwide. The economic case for gender equality is clear.
Yet many brands still hesitate, likely because inertia is easier than transformation. Some see progress as a threat rather than an opportunity. But the future cannot be built on outdated leadership models.
To thrive, we must abandon the false notion that advancing women leaves men behind—an “either/or” approach—and embrace a “both/and” strategy. Progress involves expanding opportunities for all, requiring 100% participation. The most meaningful change comes through everyday choices by leaders and decision-makers who refuse to accept the status quo, not corporate mandates.
Authentic Allyship: How Brands Can Lead
Allyship is not a campaign. It’s not a seasonal post. And it’s certainly not a hashtag.
To be credible, allyship must be continuous and courageous. It must show up in decisions, in investments, and in the faces of those shaping brand stories—not just those featured in them.
Brands that wish to lead must move beyond performative gestures and:
- Align visible commitments with tangible actions, such as funding women-led businesses and mentorship programs.
- Elevate women’s voices in shaping narratives, from the boardroom to the brief.
- Address persistent investment inequities—acknowledging that women-founded startups receive less than 3% of venture capital despite delivering consistently higher returns.
- Commit to long-term strategies rooted in equity—not momentary PR boosts.
This is how trust is built. Not through optics, but through outcomes. Not through declarations, but through dedication.
We Carry the Responsibility for the Next Generation
Progress is something we inherit and pass down. Rights gained can also be lost. Assuming progress is inevitable risks its unraveling.
As we mark Women’s History Month, we must ask ourselves: Will we be remembered as the generation that pushed forward—or the one that let progress slip away?
Equality isn’t something to look back on—it’s something to build forward: defended, nurtured, accelerated. The future isn’t just ahead; it’s ours to shape—or lose—right now.
After Note:
Image courtesy of the Art Institute of Chicago via Unsplash. I was drawn to this photo because it’s a reminder that progress has always been shaped by women who showed up, often without recognition. The woman’s presence—focused, capable, quietly strong—is a metaphor for many who’ve worked behind the scenes, strengthening economies, communities and families. And, it shares that the fight for equality isn’t new. It’s ongoing…. Asking something of each of us.