As the GCC continues to make strides toward gender equality, the role of PR and marketing in shaping public perception has never been more crucial. International Women’s Day (IWD) serves as a reminder that businesses have the power—and responsibility—to drive meaningful change. But beyond one-off campaigns, how can companies genuinely support women and embed gender inclusivity into their long-term PR strategies?
- Amplifying female voices across media and campaigns
Companies should prioritise amplifying female voices across media and campaigns by ensuring that women are actively included in media interviews, panel discussions, and thought leadership articles. Featuring female leaders, experts, and entrepreneurs in corporate storytelling helps challenge traditional narratives. Initiatives such as the Arab Women Media Platform in the UAE provide essential opportunities for female journalists and content creators to shape the media landscape. Companies can leverage such platforms to ensure women’s perspectives are heard and recognised year-round, not just on IWD.
- Supporting women in business through tangible actions
One of the most effective ways companies can genuinely support women is by fostering female entrepreneurship and investing in women-led businesses. Organisations can integrate gender-inclusive procurement policies, prioritising partnerships with women-owned suppliers and startups. Saudi Arabia’s Women’s Business Park in Riyadh, the first all-women business hub in the Kingdom, is an excellent example of how the region is building an ecosystem that supports female entrepreneurs and professionals. PR teams should highlight these initiatives and encourage businesses to take similar steps.
- Creating campaigns that drive real change, not just awareness
Purpose-driven campaigns should go beyond raising awareness and instead focus on delivering lasting change. Brands must design initiatives that address challenges faced by women in their industries and communities. For instance, Expo 2020 Dubai’s Women’s Pavilion elevated gender equality discussions by convening global leaders to address barriers to progress. Companies can replicate this approach by ensuring their campaigns drive policy changes, provide funding, or create mentorship opportunities for women, rather than simply celebrating their achievements.
- Strengthening female leadership and workplace inclusion
Long-term gender inclusivity starts within the workplace. Companies should implement policies that promote equal pay, flexible working conditions, and leadership opportunities for women. The UAE’s mandatory boardroom quota for listed companies, requiring at least one woman on corporate boards, sets a precedent that other companies can follow. PR campaigns can be used to showcase organisations that prioritise gender diversity in leadership, inspiring others to follow suit and creating momentum for industry-wide change.
- Engaging in consistent, year-round advocacy
Gender inclusivity should not be confined to IWD alone. Companies should maintain the conversation year-round through sustained advocacy efforts, from championing female professionals in brand storytelling to integrating gender diversity into their CSR strategies. Saudi Aramco’s Women Development Program, which promotes professional growth for women in STEM fields, is a strong example of how organisations can commit to long-term gender diversity. PR professionals should craft narratives that highlight these ongoing commitments, ensuring they remain top of mind beyond annual observances.
- Building authentic and inclusive brand narratives
Brands must ensure their messaging genuinely represents and respects women’s experiences in the region. Campaigns like Nike Middle East’s celebration of female athletes challenge stereotypes while aligning with cultural values. Companies should avoid tokenism by consulting female stakeholders, hiring diverse creative teams, and collaborating with women influencers and advocates who authentically connect with their audiences. Emirati entrepreneur Sara Al Madani, for example, has used her platform to promote women’s empowerment, showing the impact of meaningful brand partnerships.
- Enhancing women’s representation in media and journalism
To change perceptions and biases, PR agencies should work closely with media outlets to ensure more balanced representation of women in news coverage and storytelling. Initiatives such as the Saudi Women’s Stories Project have played a role in showcasing women’s achievements, yet there is still work to be done. Brands can contribute by offering media training for female spokespeople, funding storytelling initiatives focused on women’s experiences, and encouraging more female representation in leadership roles within media organisations.
- Measuring progress and holding companies accountable
Companies must move beyond promises and measure their gender diversity progress with clear benchmarks and reporting. Transparent reporting on hiring statistics, gender pay gaps, and mentorship initiatives should be shared through corporate communications and annual reports. PR teams can help position these efforts as part of a broader industry shift, fostering a culture of accountability and inspiring others to take action.
PR and marketing are powerful tools in shifting societal perceptions and fostering gender inclusivity. Businesses in the GCC that commit to genuine, long-term strategies—rather than symbolic gestures—will not only enhance their brand reputation but also contribute to a more equitable future. As we recognise International Women’s Day, companies should ensure their efforts extend beyond a single day and become embedded in their core values and operations.
How is your company driving gender inclusivity beyond IWD? Share your initiatives with us!
