IWD 2026 Give to Gain: 'When women thrive, we all rise'

International Women’s Day is looming large again this weekend with the theme of ‘Give to Gain’ but the issues women face in the workplace are never far away. Decision Marketing quizzes a number of top females on how the industry is progressing.

First up is Storyblok VP of people and organisation Marisa Pereira, who says that in the tech sector, ‘diversity’ has been a popular topic for a very long time and as a metric to be tracked, yet the sector often overlooks the day-to-day friction that actually prevents women from thriving.

She explains: “If we want to move the needle, we have to stop treating inclusion as an HR initiative and start treating it as a basic requirement of our technology and our culture.

“For many women, particularly those balancing caregiving roles or navigating the ‘double burden’ of domestic and professional life, the wrong tools act as a barrier. When systems are clunky, repetitive, or demand constant ‘always-on’ presence, we are actively draining the joy and creativity out of our most talented people.

“We have to start measuring what we truly value. In business, we track growth and efficiency, but I believe ‘joy’ should be a KPI for every operations and HR leader. A joyful workplace isn’t only about office perks but also about providing the autonomy and the right digital infrastructure so that work fits into life, not the other way around.

“As we look toward the impact of AI and automation, we have an opportunity to redesign the employee experience. We must ensure these tools are used to free women from mundane tasks, allowing them to focus on the high-level, innovative work they were hired to do. My challenge to the industry is to look past the checkboxes. Don’t just ask how many women you have in the building; ask if the systems you’ve built are actually designed for them to lead, to grow and to find genuine satisfaction in their work.”

Over at Adform, commercial partnerships director Jennifer Rose says she has been fortunate to have both an internal and an external senior female mentor during her time in adtech, and that support has made a real difference to her confidence and career.

She adds: “Being surrounded by strong female leaders who are willing to share their experience and perspective is incredibly inspiring.

“IWD is a powerful reminder of how important that kind of support really is. For me, reciprocity in the workplace is about senior leaders actively opening doors, advocating in the rooms where key decisions are made, and creating access to opportunity for others.

“When we shift from simply advising to actively championing others, we accelerate meaningful progress. That kind of intentional support does not just benefit individuals, it strengthens teams and helps build a more inclusive and representative industry.”

Meanwhile, RAAS LAB co-founder Steph Hallam believes progress is never accidental.

She continues: “It happens because women choose to step forward, take risks, and lead with conviction. I see every day how powerful it is when we have the space to build, innovate, and challenge the status quo – and how that relevance shapes industries and societies alike.

“This day is not only about celebrating achievements, but giving to gain, as this year’s theme focuses on. To me, that means creating ecosystems where women founders, creators, and leaders can thrive without barriers. When women rise, industries evolve, communities strengthen, and the future becomes more inclusive for everyone.”

Bauer Media Outdoor programmatic business development manager Zoe Risbridger-Smith agrees. She comments: “Digital and adtech are built on constant evolution, but real progress only happens when the people shaping that change reflect the world we live in. For women working in this industry, that means not just keeping pace with innovation, but actively influencing how the industry grows, who gets access to it and whose voices are heard.

“IWD is a reminder that meaningful change doesn’t happen passively. It happens when opportunities are created early, when knowledge is shared openly and when we’re prepared to invest time in developing future talent. One of the biggest challenges we still face is access, particularly for young people trying to enter digital roles without being given the chance to build experience.

“This year’s theme resonates strongly with me, as progress is about giving to gain: mentoring, collaborating and building pathways that allow diverse voices to thrive. When women are empowered to lead, innovate, and influence change, our industry becomes stronger, more representative and better equipped for the future.”

INCRMNTAL vice-president of marketing science Hadar Telem, meanwhile, believes that too often, incredibly capable women present themselves with hesitation or self-doubt. One of the simplest but most powerful things the industry can do is actively reinforce their strengths and remind them to own their achievements.

She explains: “Throughout my career, I’ve tried to ‘give’ in practical ways: offering mentorship, opening doors where I can, and encouraging women to be more confident in rooms where they absolutely belong. Sometimes what makes the biggest difference is simply giving someone that first real opportunity – and the rest is theirs to build.

“Importantly, this isn’t just altruism; it’s smart business. Organisations that create environments where women are judged on their skills and supported to flourish will always outperform those that don’t. Creating space for women to succeed isn’t a feel-good initiative – it’s a competitive advantage.”

For Herdify senior data scientist Rhiannon Jones, IWD is a chance to celebrate the incredible women shaping the industry – from trailblazing founders to the brilliant marketers and media planners people get to learn from every day.

She adds: “When women’s voices are in the room, the work is better, the ideas are stronger, and campaigns are much more likely to connect.

“This year’s theme really resonates with me. I’ve benefitted hugely from the support I’ve had in my career, and I’m conscious about paying that forward – whether it’s sharing opportunities, offering mentorship, or just amplifying other women. It’s the small actions that make a big difference, especially when not everyone is lucky enough to work in a place where being a woman is seen as a strength.

“IWD is a great moment to pause and reflect, but real progress happens over time. It’s the daily actions, not just the annual celebrations, that create lasting change. When women thrive, we all rise, and that can only happen when giving is the norm, not the exception.”

That said, RTB House head of product marketing Denise Cornelissen, points out that with recent research revealing women make up only around 25% of the global STEM workforce, this IWD serves as a powerful reminder of the need for greater representation in the industry. AI and technology are transforming how businesses operate and grow, and women must feel empowered to step into the limelight, she says.

Cornelissen comments: “The future of technology will be strongest when ambition is matched with opportunity for women across the industry. Employers have a key role to play in encouraging women to build confidence in their expertise and continue developing their skills. This can be supported by active investment in learning opportunities, the creation of supportive cultures and clear pathways to leadership for future generations.

“As AI becomes more embedded within the mechanics of marketing and advertising, the industry needs to draw on the broad range of perspectives that diverse workforces allow for. This will ensure innovation is ethical and inclusive, and can deliver better outcomes for brands and consumers alike.”

The final word goes to Outra head of agency sales Kim Joyce, who says that in media and ad tech, we sit at the centre of how audiences are understood, valued and reached. The data signals we prioritise and the strategies we enable shape whose stories are amplified and whose opportunities expand. With that influence comes responsibility.

Joyce explains: “The UK’s tech sector may be thriving, but women still face barriers to entry and progression into leadership roles. Each year, the economy loses up to £3.5bn as women leave the sector or change roles due to avoidable challenges. That is not just a talent issue, it is an economic one.

“As AI accelerates, this becomes even more urgent. The teams building algorithms and training models are shaping systems that influence what we see and the opportunities we have access to.

“Without diverse voices in those rooms, we risk embedding bias into the foundations of our digital society. Inclusive technology requires diversity by design. Initiatives such as the Women in Tech Taskforce are a positive step, but lasting progress requires sustained commitment. When we give women access, opportunity and support, we all gain – stronger businesses, more innovative technology, and a fairer society.”