After March 8th: when a purple logo is not enough

March 8th passed just a few days ago and, as every year, many brands turned their logos purple, shared inspirational messages, and launched campaigns to join the conversation.

And participating is not wrong. When done with intention and consistency, brands can help bring visibility to important issues.

But the same question comes up again: how deep is that commitment, really?

In recent years, a term has even emerged to describe this phenomenon: purple-washing. It is used to refer to brands that adopt messages of equality or campaigns related to March 8th to improve their image, but without any real commitment behind them.

Reports such as the Edelman Trust Barometer 2024 show that a majority of people expect companies to take a stance on social issues, and that 71% believe brands should speak up when facing pressure around matters relevant to society.

In other words, people do not necessarily expect brands to stay silent. What they really question is when the message is not backed by action. When that gap becomes visible, the message loses strength.

In Mexico, women make purchasing decisions in 52% of households for consumer packaged goods. When including shared decision-making, their influence reaches close to 80% of households. Ignoring this is not just a values issue — it is a strategic mistake. Talking about equality also means understanding one of the most influential audiences in the market, which is becoming increasingly critical.

In Mexico, the conversation is also highly visible, both in the streets and on social media. This means people not only listen to brands, but also challenge them. In this context, consistency is no longer a differentiator—it is the minimum expectation.

Every year, some campaigns try to position themselves within the conversation, but when the message is not supported by consistent actions, audiences notice.

Fast-fashion brands, for example, often launch messages about female empowerment while much of their production relies on workers—mostly women—facing long hours and very low wages.

There are also campaigns that end up generating the opposite effect. In 2021, Burger King posted the message “Women belong in the kitchen” on March 8th. The intention was to highlight the lack of women in haute cuisine and promote scholarships for female chefs, but the message triggered global backlash for reinforcing a stereotype on a particularly sensitive date.

There are, however, more consistent examples. Nike, for instance, has developed campaigns and initiatives focused on promoting women’s sports, highlighting Mexican female athletes and encouraging greater participation of girls and women in sports. Beyond a single campaign, the message has been sustained through visible actions.

All of this points to the same thing: the challenge is not whether brands should speak about March 8th or not. The real question is how they do it and what stands behind the message.

Participating in the conversation involves more than launching a campaign. It also means listening, giving space to women’s voices, and recognizing that equality is not built in a single day.

So, what can brands do?

If a company wants to engage in the conversation responsibly, some questions can serve as a starting point:

• Is equality truly part of the internal culture?
• Are women represented in leadership and decision-making roles?
• Are there real opportunities for professional growth for them?
• Does the company support work-life balance?
• Does communication consistently reflect that commitment?

In the end, beyond the color of a logo, what builds credibility is consistency. And perhaps the most important question is not what to post on March 8th, but what your company has done throughout the rest of the year to make that message meaningful.