Accelerate Action part 2

Accelerate Action: International Women's Day 2025 Part 2

Accelerating action means pushing beyond promises to tangible change. It’s about dismantling systemic barriers, challenging ingrained biases, and creating a world where opportunity is not dictated by gender. It requires swift, decisive, and collective action from individuals, organisations, and industries.

We asked industry leaders to share their vision of a world free from bias, stereotypes, and discrimination and the vital role marketing plays in bringing that vision to life. Through their insights, we hope to spark conversations and inspire actions that help speed up the pace of progress.

Read Part 1

 

---

 

 

For me, a world free of bias is one where opportunity, representation, and success are driven by talent, ambition, and the ability to do the job - not predefined by gender, race, or background. It’s a world where diverse voices are not just heard but actually sought out and valued, and where outdated perceptions no longer dictate who gets a seat at the table.

As a solo female founder navigating the challenges of raising investment in a tough economic climate, I’ve seen first-hand how bias (often unconscious but not always!) shapes the opportunities available to different groups. Securing capital as a woman in tech, where only a fraction of venture funding goes to female-led businesses, meant overcoming some deep-seated stereotypes about leadership, risk, and capability. Time and time again, I was asked whether I was a mother, something I doubt my male counterparts were ever questioned about, as if raising two children while building a business somehow made me less capable of leading a high-growth company. It meant not just proving the viability of my business, Fabric Academy, but also challenging outdated perceptions of who can build and lead successful companies.

The role marketing can play..

I’ve always believed that marketing plays a crucial role in tackling some of the world’s biggest challenges, including bias. By its very nature, it shapes narratives, influences perceptions, and decides what and who gets seen. It’s why I’ve always been so passionate about the unique power of marketing. While in the past, brands, media, and advertising campaigns have reinforced stereotypes, they also have the power to break them. Every campaign, message, and piece of content is an opportunity to challenge the status quo and reshape the way we see the world.

As marketers, we have a responsibility to create messaging that is inclusive, authentic, and genuinely representative. That means moving beyond tokenism to showcase real, diverse experiences that challenge outdated stereotypes, and we should be holding brands accountable for the impact of their messaging to ensure representation isn’t just a box-ticking exercise but a core part of their values.

At Fabric, we equip marketers with the skills to think strategically and build campaigns that drive real impact. But beyond tactics and techniques, we work hard to instil a sense of responsibility because marketing isn’t just about selling products; it’s about shaping culture. And if we’re intentional in the way we use our platforms, we can all help create a world where bias and discrimination no longer dictate the opportunities people receive.

Making this a reality…

But of course, this change doesn’t happen in silos or overnight, it requires a consistent and collective effort from us all.

As someone who’s navigated these barriers (and is still navigating them) but also built a business designed to empower the next generation of marketers, I believe that change starts with visibility, representation, and action. That’s why I dedicate so much of my time speaking in schools, universities, and businesses, sharing my journey to show young people what’s possible (even against all the odds). I want them to see that their future really doesn’t need to be dictated by outdated norms, that it can be shaped by their ambition, talent, and determination to succeed.

 

- Lisa Eaton, Founder and CEO of Fabric Academy

 

 

 

For me it is a world where everyone is valued for who they are, not who they are expected to be, where we are not forced into rigid boxes defined by outdated norms, but instead assessed by fair, transparent, and inclusive standards that reflect our strengths, talents, and contributions rather than biases about gender, race, or background.  A world where we are free to thrive based on performance, innovation, and energy levels, rather than rigid structures. 

Unfortunately, the modern workplace was built for a reality that no longer exists. For decades, the workforce was designed around a “homemaker-breadwinner model”, where one person worked outside the home while the other handled family responsibilities. Today, when both parents seek to be breadwinners, they experience a workplace that was never designed for this reality. The system has not adapted. It rewards visibility over results, long hours over efficiency, and rigid structures over flexibility. 

The reality is that women, who still bear a disproportionate share of caregiving responsibilities globally, are forced to navigate a workplace that demands they operate as if those responsibilities don’t exist. This is also for other societal institutions, such as schools that have high expectations of mothers to attend a high amount of activities during working hours.

Marketing has the power to shape attitudes, influence behavior, redefine societal norms and shape culture. Several brands have already taken the lead, proving that challenging outdated norms resonates deeply with audiences. Campaigns like Always’s “Like a Girl”, Dove’s “Real Beauty”, and Tide’s “Share the Load” sparked global conversations about gender roles and bias, self-confidence, and shared responsibilities at home. The virality of these campaigns proves that there is a demand, an appreciation, and a readiness for change. People want to see a world where gender is no longer a barrier to success, confidence, or equality. 

Marketers have a responsibility to move away from reinforcing outdated expectations and instead empower, inspire, and pave the way for a more inclusive and fair world. By challenging biases in advertising, storytelling, and brand positioning, marketers can help consumers live more harmoniously, with greater confidence and well-being. 

 

- Nada Sayarh, Head of ESG Dubai, Mumbai Singapore, Sydney,  Sp Jain School of Global Management

 

 

As a brand marketing leader raising two young boys, I believe a world free of bias exists in all the small moments – like when my sons burst into Team calls and see their mother leading meetings without questioning if that's 'normal' for women. Or when vulnerability is seen as courage, and where empathy is recognized as every team member feels truly seen and heard. For me, it’s about showing that female leadership at its most powerful comes not from authority but from the ability to connect, understand, and lift others up.

And with that in mind, an equal world isn't just aspirational anymore; it's where bringing your whole self to work becomes your true superpower, where the wisdom and resilience gained during overnight feedings actually enriches boardroom decisions, and where maternity leave is recognized as leadership development in its purest form.

And the beauty is that marketing then becomes one of the many platforms that help to shape this reality through every story we tell – because we don't just sell products; we validate experiences, normalize new possibilities, and reimagine what belonging truly looks like.

When I'm racing from strategic presentations to nursery pickups, I'm not just juggling roles – I'm showing my sons and every young woman watching that we don't need to choose between career & motherhood and that we need a world that honours how beautifully they intertwine. Each time we create campaigns that celebrate this exact truth, we're not just connecting with people– we're crafting permission for generations of women to lead authentically, without apology or compromise. Because the secret that working mothers have always known is this: women can do everything, and actually do it remarkably well – not by compartmentalizing our lives, but by bringing the richness of our full experience to every challenge we face.

 

- Lara Mansour, Vice President, Brand, ADNOC Group

 

 

 

A world where every individual has the opportunity to thrive regardless of their background, culture, identity, religion or even their beliefs. It’s a world where diversity is celebrated, equality is upheld, and inclusivity is included in every aspect of society naturally. This can’t be achieved alone, it is through a collective effort from all people across organizations, businesses, and sectors of different industries. A conscious effort to commit to continuous education, open dialogue & conversation with enforced policies that remove the discriminatory structures. In addition, empowering the unheard voices to ensure that there is diverse representation in all spheres of influence would be crucial steps toward achieving this common vision.

 

Why does marketing play a crucial role in this journey?

Marketing plays a crucial role in shaping perceptions and influencing behavior. It has the power to either continue stereotypes or challenge them. By consciously choosing inclusivity and diversity in advertising campaigns, marketers can help normalize the visibility of all societal groups, thereby reducing biases. It can also educate and inspire by highlighting stories of empowerment and resilience from diverse communities. As marketers, we have the responsibility to use our platforms to promote values of equality and inclusion, making a substantial impact on societal norms and helping pave the way towards a world free of discrimination.

 

- Nidhi Sehgal, General Manager- Strategy & Growth,  FLC Marketing Group

 

 

 

The Future We Must Create

Bias is not always loud. Sometimes, it’s as subtle as a lower paycheck for the same job. Other times, it’s a missed promotion disguised as “you’re not ready yet.” And too often, it’s the unspoken assumption that a man’s career matters more because he has a family to support, while a woman’s job is just “extra.”

For years, workplaces—especially in the Middle East—have been shaped by this unspoken rule. Men were the breadwinners, women the supporting act. But thankfully, this is changing.

More women are breaking barriers, leading industries, and stepping into roles once reserved for men. Yet, challenges remain—especially in leadership.

Progress isn’t about simply putting more women on boards to check a box. It’s about ensuring they belong there. True equality means creating environments where women are promoted because they are qualified, not just to meet a quota. It’s about dismantling the idea that leadership looks a certain way—strong, assertive, and, historically, male.

At the same time, there’s another bias at play—the assumption that certain industries, like marketing, belong to women.

Marketing is often seen as a “female-friendly” field, a profession that’s creative, communicative, and, therefore, not as serious as finance or strategy. But marketing is not just about aesthetics and storytelling—it’s a powerful force that shapes culture, influences perceptions, and drives business. And yet, despite the high number of women in the industry, many top leadership roles still go to men. Perception

Marketing has a responsibility beyond selling—it reinforces or challenges what society believes. For years, it told us who should sit at the head of the table, who belongs where, and what success should look like.

But marketing also has the power to rewrite those narratives.

It can show a world where leadership is not defined by gender. A world where a woman leading a Fortune 500 company is unremarkable because it’s simply the norm. A world where women are in the room—not because they were placed there, but because they earned it.

So, What Does a World Without Bias Look Like?

It’s not about favouring one gender over the other. It’s about recognizing talent over tradition, skill over stereotypes. It’s about erasing the limits placed on people before they even walk through the door.

It’s a world where success is earned, not assumed.

We are already building this world. Now, we need to accelerate it

 

- Rasha Hamzeh, Managing Director, The Inhouse

 

 

 

Good for Society, Good for Business

A world free of bias, stereotypes, and discrimination is an accessible world—one where everyone has the ability to fully participate, engage, and contribute without limitations. It is strongly related to design, which is the process of creating products, services, and environments that can be used by people with the widest range of abilities. In other words, it is making the experiences seamless and frictionless for everyone to enjoy.

 

Why Accessibility Matters

Accessibility is not just a consideration for a minority—it is more prevalent than we think. Over 1.3 billion people globally live with some form of disability, and only a small percentage are born with it. The reality is that disability affects us all at some stage in life because as we age, our vision, hearing, and mobility decline, and our ability to interact with the world around us changes. In addition, 70% of disabilities are not visible, and they include conditions such as depression, dyslexia, and colour blindness.

The regulatory environment has evolved significantly in recent years, recognizing that accessibility is a major societal issue requiring legislative oversight. The Americans with Disabilities Act (ADA) of 1990 was one of the first significant legal steps toward accessibility, requiring that public spaces such as hospitals, schools, and cinemas provide accommodations for people with disabilities. With the rise of digital commerce and the internet becoming the world's largest marketplace, new regulations such as Section 504 and Section 508 of the Rehabilitation Act in the US were introduced to ensure equal access to digital content for all users.

In the UK, the Equality Act and the more recent 2019 Public Sector Websites and Mobile Applications Regulation push businesses toward compliance. The financial sector in the EU mandates that financial documents, such as KIIDs (Key Investor Information Documents), be written in plain language, allowing investors to make informed choices. In the US, the Plain Writing Act of 2010 requires federal agencies to write “clear government communication that the public can understand and use.”

The latest development is the European Accessibility Act (EAA), which will come into effect in June 2025. The EAA aims to improve the accessibility of products and services across the EU, including e-commerce, banking, public transport, and digital content, ensuring greater inclusivity for people with disabilities.

But accessibility is not just about legal compliance—it is about inclusion and business growth. One in five people require content adaptation to access digital services. That equates to 18 million people in the UK and 57 million people in the US. Companies failing to address accessibility are not just violating regulations—they are ignoring a significant market segment.

The cost of digital discrimination is high. Netflix, Disney, Target, the NBA, Apple, have faced multi-million-dollar lawsuits due to poor website accessibility. However, the real cost is likely much higher due to lost customers and reputational damage. If your website or product fail to meet basic compliance, you’re essentially saying, ‘No thanks’ to hundreds of thousands of dollars every year. By disregarding accessibility, brands are turning away every fifth potential customer.

 

The Role of Marketers

Complying with regulations is one thing, but limiting your offer to only a specific group of users means limiting the market. A world free of bias, stereotypes, and discrimination is not just good for society—it is good for business. And marketing is the key to making that vision a reality.

Here is what marketers can do:

• Testing for Inclusion: Do you remember the infamous soap dispenser story? It only worked for people with lighter skin tones. UX and product design must be tested with diverse user groups to ensure inclusivity.
• Creating Accessible Brand Experiences: Every touchpoint—from websites and mobile apps to video content—must be designed with accessibility in mind. Do all videos have captions? Do colour contrasts meet readability standards? Are AI-driven voice assistants adapted for users with disabilities? Compliance with WCAG (Web Content Accessibility Guidelines) and other standards ensures content is usable for all.
• Language Matters: Accessibility starts with language. Did you know that out of 5,000 languages in the world, only 1,000 are digitised? This means that many communities are excluded from the digital economy and global conversation. This is why organizations like Translation Commons, where I served on the board, partnered with UNESCO’s International Year of Indigenous Languages to create standards for digitisation—tapping into the Next Billion Users that brands are eager to reach.
• Cultural Adaptation: Many companies spend significant resources creating the perfect copy in English while neglecting localisation for other markets. Transcreation and cultural adaptation are essential. Test your language and cultural references with native speakers, not just bilingual users, as their proficiency in other language might influence their linguistic choices.
• Designing Accessible Products: Accessibility extends to every aspect of life. Did you know that: 20% of gamers are disabled—yet, how many games are truly adapted for people who are colour blind or who cannot see flashing images due to epilepsy? Why should accessible fashion be ugly? The accessible fashion market is worth $400 million, and thanks to innovation, more brands are embracing inclusive designs that is both functional and stylish. Services that adapt someone’s favourite clothes for new needs are also gaining traction.
• A Creative Challenge: Accessibility presents an opportunity to innovate and improve design. Consider Siri—originally created for people who couldn’t see, but now widely used by millions in various applications. As Apple’s CEO, Tim Cook, famously said: “When we work on making our devices accessible by the blind, I don't consider the bloody ROI.” Apple remains successful because it delights customers and builds long-term loyalty.

 

The Future is Inclusive

Marketers have the power to shape a more inclusive world. By embracing accessibility, we not only comply with regulations but also unlock an untapped market, foster brand loyalty, and, most importantly, serve our customers better. By removing barriers that make interaction difficult, inefficient, or even impossible for people with different abilities, we create better user experiences for everyone. By addressing “the exaggerated concerns of people at the margins,” we develop products that are more delightful for all. At the end of the day, it is the customer who controls the buying journey, and only brands that prioritise excellent customer experience will stand out in the market.

 

- Sabina Jasinska, Chief Marketing Officer, Team Internet Group

 

 

As we watch with dread DE&I being systematically dismantled in the USA, it’s dismaying to see many significant brands ‘recalibrating’ their related activity and spiking communications around said activity. Amazon, Meta, Ford, McDonald's– the list is long and expanding. We’re seeing permission being given at the highest levels to deprioritise DE&I and to lean into a dangerous rhetoric that risks our individual and collective freedoms. What’s also terrible about this moment in time is that it feels chaotic, not measured, and certainly not purposeful. As comedian John Mulaney says in his brilliant skit I’m sure you’ve seen by now on social media, there is a horse loose in the hospital.

These DE&I roll-backs, and I’m just going to say what I honestly feel here, are not only dangerous from a basic human standpoint, but they represent extremely poor business judgment. In the context of International Women’s Day, but this clearly isn’t limited to gender diversity and inclusion, many corporations are also getting rid of their hiring quotas and board diversity. Whichever way you look at these decisions, they are short-sighted. I’m not going to list or link to the frankly 100s upon 100s of stats and reports – they are easy to find – that draw a direct line between diversity and innovation, diversity and top- and bottom-line growth, and diversity and stability. Some of these companies are saying this isn’t about stopping DE&I activity at all; it’s about embedding it into everyday operations rather than pointed standalone initiatives. Wouldn’t that be lovely if it were true? It’s not.

So, what does this mean for us as marketers? Unwavering credibility, commitment and creativity. Backed up with data. Make the case to your frightened clients that inclusivity is an enabler of growth. tell them that, even though there are a lot of noisy people saying otherwise, their audiences – customers and employees –are still looking for authentic messaging and want them to do ‘the right thing. ’ Focus on research to back up approaches and ensure the right voices are heard at the right times, as it’s crucial not to put anything out that feels tone deaf. And not every brand is scurrying into a dark corner. Some, like Hyundi, are leaning in to renewed commitments to DE&I, including in marketing campaigns: “In terms of the creative that we’re doing and the work that we’re doing with Culture Brands (Hyundai’s African-American marketing agency), it’s born from a recognition that it drives sales, drives bottom line for the company,” said Erik Thomas, Director of Experiential and Multicultural Marketing.

 

As a final thought, ultimately, I believe that although we feel lost in the almost hourly bad news pinging on our phones, nothing that’s happening is irreversible, even if reversing it will take time.

 

- Rowan Morrison, Co-founder and Managing Director, Rationale

---

If you’re a Member and you are interested in contributing content, please find our guidelines here