Honouring the True Meaning of Women's Day: A Call for Authenticity in Brand Celebrations

As we celebrate Women's Day today in South Africa, it’s essential to pause and reflect on its true origins and significance. Too often, we see brands jump on the bandwagon of celebrating calendar days—whether it's Women's Day, Christmas, Pride Month, Eid, or Easter—without fully understanding or respecting the history and meaning behind them. This can dilute the importance of these days and, in some cases, do a disservice to the very causes they aim to support.

Women's Day in South Africa is about so much more than simply celebrating women. It commemorates the 1956 march of approximately 20,000 women to the Union Buildings in Pretoria, protesting against the pass laws that were a cornerstone of the apartheid regime. These brave women stood against oppression, demanding equality and justice. Their courage and determination have paved the way for future generations, but the struggle they fought is far from over.

Today, we still face significant challenges - but especially women - period poverty, pay inequality, gender-based violence, and other forms of discrimination. Women's Day is a reminder of the ongoing fight for equality, not just a moment to recognise the existence of women. It's about honouring those who fought for our rights and recognising that the battle for true equality continues. It’s not just a day to celebrate women, and it certainly isn’t a day to be trivialised by offering discounts or special promotions. Such gestures can risk diminishing the gravity of the issues at hand.

At The Collective, a company rooted in creating marketing campaigns that resonate, we applaud brands that acknowledge and celebrate these important days. But we applaud a little louder when they do so with a deep understanding of their origins and a commitment to upholding their integrity. Celebrations should not be about marketing opportunities but about recognising and respecting the struggles, achievements, and ongoing efforts associated with these days.

As we honour Women's Day, we want to ensure that future generations of South Africans understand its true significance. We stand by the women who marched in 1956 and the countless others who continue to fight for equality today.

We also want to help brands walk this same path—navigating the complicated landscape of "celebration days" with authenticity and respect. By doing so, brands can truly connect with their audiences and contribute meaningfully to the causes they choose to support.

Let’s celebrate, but let’s also remember, honour, and act. 

Jacki McEwen-Powell, Founding member of The Collective 

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