It would seem that for years now, reminders about the true meaning of March 8th — International Women’s Rights Day — have been coming from every direction. Yet some brands still go out with communications wishing women a “happy spring holiday,” telling them to “stay beautiful,” or thanking them for “decorating the team.”
Such messaging reinforces stereotypical ideas about March 8th, slowing down society’s process of moving away from the meanings imposed by the Soviet Union.
So how should a brand that wants to be relevant and conscientious communicate around March 8th?
Don’t abandon brand activations — just adjust the focus
According to an Inweb study, 60% of women expect promotions from brands around March 8th. So there’s no need to drop them entirely — just try to find the right messaging and approach.
A survey of over 64,000 Ukrainian women, conducted by the official Rakuten Viber Ukraine channel, found that almost half of Ukrainian women don’t expect material gifts for March 8th: 24% expect nothing at all, 14% are counting only on verbal or written congratulations, and 13% named a donation to an important cause as the best possible greeting. Only a third of women still hope for gifts from loved ones, and only 15% expect congratulations at work or school.
Among the gifts Ukrainian women say they’d like to receive on March 8th, there isn’t much that’s material. According to Gradus, the breakdown is as follows: flowers (42%), attention (34%), a chance to take a break from household chores (31.8%), a romantic dinner at home (26%), a trip (25.9%), and jewelry (23%).
As you can see, there’s no mixer, frying pan, or vacuum cleaner on this list. So putting together a pink banner with discounts on home appliances isn’t a great idea. It would only reinforce the gender stereotype, creating the impression that the brand is simply trying to cash in on women by piggybacking on a historic holiday. And that’s not what March 8th is about at all.
Avoid formal, generic greetings
Audiences are looking for meaning. So don’t reduce your communication to formal greetings and pretty pictures alone. Remind people of the real significance of International Women’s Day — equality, respect, and women’s rights.
Show through your campaigns that women are diverse, and that their roles aren’t limited to traditional images. Tell the real stories of real women: colleagues, customers, volunteers, servicewomen. Let your communication make women feel seen and respected.
Be sensitive to the wartime context and lead with empathy
Because of the war, Ukrainian women have been forced to become even stronger, facing more challenges every day than before. In these conditions, audiences value sincerity and support.
According to surveys, 27% of Ukrainians explicitly expect empathy from brands, and 18% want to see brands lead by example on positive change. That’s why communication around March 8th should demonstrate an understanding of the real, everyday challenges women face during the war, along with genuine gratitude for their resilience.
Actions always matter more than words
If your budget allows, launch a meaningful special project for March 8th. This could be charitable support for organizations that help women (shelters for survivors, funds for servicewomen, educational projects for girls).
Then turn this into a case study by sharing your initiative publicly. For example, announce that a certain percentage of sales during the first half of March will go toward a specific initiative. As mentioned above, 13% of Ukrainian women said this would be the best possible gift — so a brand that takes this route stands to build real trust and goodwill, not just a one-off campaign moment.
Inspire women
Every day, from every direction, women are bombarded with reminders of how society wants them to be. How they should look, what role they should play in society, what they should work as, how they should feel about children and marriage. Don’t make communication that adds to that list.
Instead, remind women how amazing they are! That in today’s world, they can become anything. Be anyone. Achieve everything at once. Or achieve nothing at all, and just let themselves spend the weekend on the couch with a bag of chips.
Let your brand be a reminder to women that it’s okay (and even necessary!) to exhale.
Do’s & Don’ts:
Don’ts:
- “spring holiday”
- “decoration of the team”
- “women’s day”
- pink discounts
- home appliances
- clichéd greeting cards
- stereotypical roles
Do’s:
- “you can do anything”
- “we’re with you”
- rights and equality
- diverse roles for women
- gratitude and empathy
- stories of real women
- everyday support
To sum up
Every year, Ukrainians move further away from treating March 8th as a “spring holiday,” remembering instead that this day is really about the fight for women’s rights. Brands that adapt faster can do more than just run a promo campaign flooding Ukrainian women with discounts — they can strengthen their audience’s emotional connection to the brand. And in the long run, that matters far more.
So please, communicate responsibly, inspire, and stand on the side of women — not just in words, but in actions too. That way, your brand won’t just avoid mistakes — it will also earn a reputation as modern and progressive.
And if you need help preparing your brand’s communication for March 8th — reach out to the Vivid team!