For some brands, every day is international women's day
As a white female in Canada, International Women’s Day should have a different purpose for me, and it does. While I acknowledge the badassness of my own life and the struggles I’ve overcome to get here, I must also acknowledge the privilege that makes my struggle infinitely less challenging than indigenous women, women of colour, trans women, women and femmes in the LGBTQ community and women in many, many other countries around the world.
I struggle with this day because it’s easy for women like me to celebrate the day (especially online) without much substance behind our posts. This morning I received eight emails from brands “celebrating” IWD with sales and specials. I guess the fact that female genital mutilation still exists in parts of the world means I should get 40% off boots? (Okay, I’m being a tad facetious here...but I really did get an email coupon for 40% off boots to celebrate IWD.)
But this morning I also got an email from THINX (big fan), a brand that embodies what it means to identify as female. They fight for menstrual equality, publish information to shed the shame of women’s health issues and dedicate resources to causes that are good for mother earth.
The email starts, “Hey there, you may have noticed that we’re a little quieter today.”
The email goes on to explain that their staff have spent this week packaging and hand-delivering 1,000 period kits to the Women’s Prison Association and that their single mother CEO is taking the day off to be with her daughter, truly living the #BalanceForBetter theme of this year.
Talk about living your brand. Not only do they observe International Women’s Day, they live and breathe it. This makes the sentiment authentic, believable and REAL.
Kudos to all of us (and all of the brands) who truly embody the importance of this day. I’ll leave this article in the same place Thinx left their email: