IWD 2025: The role of marketing in advancing gender equity in tech and critical communications

As International Women's Day 2025 approaches, the theme #AccelerateAction is a powerful call to move beyond conversations and take tangible steps toward gender equity. While progress has been made, women, particularly in tech, marketing, and critical communications, can still face barriers to leadership, inclusion, and career progression. Recognition alone is not enough - meaningful action is essential to foster real change.

As a marketing manager at an innovative company in critical communications technology, I recognise how powerful our industry's messaging is in shaping perceptions and advancing gender equity. 

The current landscape

Despite efforts to promote diversity, gender disparity persists, particularly in leadership roles. While marketing is often viewed as a female-dominated field, leadership representation tells a different story. Broader statistics from GOV.UK indicate that women hold only 35% of leadership roles across FTSE 350 companies, highlighting the ongoing challenge of achieving equitable opportunities. Within tech and critical communications, traditionally male-dominated industries, representation remains even lower, making inclusivity efforts all the more crucial.

Real change doesn't come from passive awareness - it comes from deliberate action at every level. So, how can we truly accelerate gender equity in tech-driven industries?

From experience as a marketer in the tech and critical communications space, I know the importance of telling stories that reflect diversity and inclusion. By ensuring that women are represented in the content we produce, we create more pathways for future leaders in these sectors.

Encouraging more women into tech and leadership roles

We need to address the pipeline problem by actively promoting STEM and tech-based careers to young women. Companies can partner with schools and universities to offer mentorship, showcase female role models, and create structured pathways into the industry. Internships, graduate schemes, and return-to-work programs can provide valuable entry points for women looking to enter or re-enter the workforce.

Creating inclusive workplaces that retain talent

Hiring more women is just the start. To truly accelerate action, organisations must foster cultures where women feel valued, heard, and supported. This includes:

• Flexible work policies that accommodate diverse needs, especially post-pandemic, where adaptable environments are key to retention.
• Diverse hiring panels to minimise unconscious bias and create more equitable hiring practices.
• Mentorship and sponsorship programs to support women in their career progression and connect them with influential leaders.
• Safe spaces and open dialogue around workplace challenges to encourage honest discussions and create a culture of trust.

Marketing's role in shaping the narrative

As marketers, we have the power to influence industry perceptions. The stories we tell, the images we use, and the voices we elevate all contribute to shaping a more inclusive landscape. Representation matters. When women see themselves reflected in marketing campaigns, leadership teams, and industry events, it reinforces the idea that they belong and can thrive in these spaces.

Companies should commit to amplifying the voices of women - whether through conference panels, leadership initiatives, or media representation. Challenging outdated norms through diverse and inclusive campaigns helps accelerate progress toward equity across all sectors.

Championing inclusive leadership

One of the most impactful ways to drive change is through inclusive leadership - where leaders actively champion diversity and create workplaces that encourage equal participation. This means:

• Setting clear diversity goals and making them part of performance metrics.
• Encouraging male allies to actively participate in diversity initiatives, mentorship programs, and discussions on gender dynamics.
• Fostering an environment where all voices are heard and valued, ensuring leadership teams reflect the diversity of the workforce.

Beyond performative gestures: taking meaningful action

This International Women's Day, let's move beyond token gestures and focus on real, lasting change. #AccelerateAction isn't just a theme - it's a challenge to organisations, leaders, and individuals to dismantle barriers and propel women into leadership roles. By embracing inclusive practices and championing diversity, we uplift not only women but the entire industry, fostering innovation, collaboration, and long-term success.

The path to gender equity in tech, marketing, and critical communications may still have challenges, but by accelerating our actions today, we lay the foundation for a more inclusive and dynamic industry for future generations.