By Jade Axford, chief growth officer, Claxon
International Women’s Day 2025 isn’t about soft messaging or empty gestures, it’s about action. This year’s theme – “Accelerate Action for Gender Equality” – is a direct challenge to industries that continue to hide behind well-meaning conversations instead of delivering measurable results.
The Australian marketing industry wields immense power in shaping cultural narratives, but let’s be honest—it hasn’t done enough. For all the glossy campaigns and empowerment slogans, gender disparity remains a stubborn, systemic issue. The World Economic Forum estimates that full gender parity is still over 100 years away—which is nothing short of a joke. How can an industry that prides itself on driving change accept a timeline that is, frankly, unacceptable?
For decades, the marketing and advertising industry has positioned itself as a driver of social movements. In reality, it’s been far more effective at selling the idea of progress than actually making it happen. Empowerment campaigns are important, but they ring hollow when companies don’t back them up with real action.
If brands are serious about accelerating gender equality, I believe they need to start from the inside out. Leaders need to ask the hard questions: are women equally represented in leadership; is there real pay equity at every level; are workplace policies genuinely inclusive, or just ticking boxes?
Jade Axford
These aren’t rhetorical, they should be at the core of every company’s strategy.
Australia’s gender pay gap is still a glaring issue. According to the Workplace Gender Equality Agency (WGEA), women working full-time earn 13% less than men—and in marketing and advertising, that gap only widens at senior levels.
Yes, part of this is due to companies failing to act. But there’s another uncomfortable truth: women are often underpricing themselves, not negotiating their worth, or hesitating to push for what they deserve. That needs to change. Businesses must step up with transparent pay audits and ensure equal pay isn’t just a policy—it’s enforced. At the same time, women in the industry must own their value and demand what they’re worth.
When women are in decision-making roles, companies thrive. Diverse leadership fosters innovation, improves culture, and drives better business outcomes. Yet, the marketing industry still struggles to retain female talent at senior levels. Why? Because workplace structures aren’t built for them.
Too many talented women leave due to outdated expectations around caregiving, rigid work policies, and unconscious bias in promotions. Start with a few tweaks:
• Implement flexible work policies. At Claxon we have implemented a 4-day working week and flexible start times, both of which have been game-changers for our team.
• Ensure equitable parental leave for all genders.
Companies like Unilever and Mars are already setting the standard—proving that inclusivity isn’t just the right thing to do, it’s smart business.
Marketing shapes culture. And for too long, advertising has reinforced outdated gender roles, from glorified housewives to “super mums” – that to be honest just want a break. But times are changing, and brands that champion authentic representation are winning—both culturally and commercially.
Look at Dove’s Real Beauty campaign, which redefined beauty standards. Or Sport England’s This Girl Can, which challenged stereotypes in sports. These weren’t just ad campaigns; they shifted conversations and reshaped industry norms.
It’s time for more brands to step up. If your brand’s marketing doesn’t reflect real, diverse, multi-dimensional women, then I would respectively say, you are part of the problem.
The Australian marketing and advertising industry must stop talking and start acting. Here’s where to begin:
• Ensure Pay Equity – Conduct pay audits and close the gaps.
• Invest in Women Leaders – Create mentorship and sponsorship programs.
• Redefine Workplace Policies – Offer real flexibility and equitable parental leave.
• Champion Authentic Representation – Tell better, more inclusive stories.
Marketing has the power to drive real change—but only if it stops posturing and starts implementing. Leadership teams must set the tone, making gender equality more than a campaign—it needs to be a commitment.
International Women’s Day 2025 is a reminder that passive support isn’t enough. Gender equality must be an urgent priority, not a distant aspiration. The Australian marketing industry has the potential to accelerate progress—not just for women in its workforce, but for society.
The time for words is over. Let’s make gender equality happen in our lifetime.