Happy International Women’s Day!

This holiday has been designated for many years, but it seems to be receiving much more attention this year in the midst of #MeToo, women’s marches, Time’s Up, and a general mobilization of female activism.

To celebrate this year, McDonald’s has flipped its arches for the first time in history and will be featuring upside-down arches (to form a W instead of an M) on all of its digital platforms. While it is sure to garner media attention, it seems a bit off-brand to me. McDonald’s isn’t a particularly female-oriented business and it seems a stretch to make such a statement about one segment of the population.

Mattel, on the other hand, tied into International Women’s Day to launch a new line of diverse Barbie dolls representing 11 countries. This is far more aligned with the holiday and their customer base and, in my opinion, was a fitting release date.

Other businesses are just trying to capitalize on the momentum around the day and the women’s movement by offering an array of “women-themed” products. This, too, seems to be commercially motivated rather than genuinely relevant to the event.

There are literally holidays for every day of the year and a plethora of causes that could link to your marketing efforts. Think carefully before you jump on the “brand-wagon” and alter your products or messaging because of them. Authenticity drives revenue in the long term.

About the Author leadership dots by dr. beth triplett

Dr. beth triplett is the owner of leadership dots, offering coaching, training and consulting for new supervisors. She also shares daily lessons on her leadershipdots blog. Her work is based on the leadership dots philosophy that change happens through the intentional connecting of small steps in the short term to the big picture in the long term.

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