Why Is Everything Pink? Women's Day Gimmicks We Are Tired Of Seeing

Every year on International Women’s Day, the world turns aggressively pink. Suddenly, every brand has discovered feminism. Office inboxes overflow with heartfelt emails about “celebrating the incredible women in our organisation,” usually sent by leadership teams that still look like a boy’s reunion photo.

There are pink cupcakes in the pantry, maybe a panel discussion in the conference room, and definitely a LinkedIn post with soft colours and bold promises. By the next morning, the decorations come down, but the inequality stays put.

It all feels beautifully rehearsed. Brands roll out limited-time offers as if women's rights are a festive clearance sale. 20% off on beauty products. Buy 1, Get 1 Free on handbags. Special Women’s Day hampers dipped in pastel packaging.

The message is clear. Empowerment, but make it purchasable. At the same time, very little is said about the women who work long hours behind the scenes for wages that often do not reflect their labour.

What These Celebrations Carefully Avoid

Let’s begin with job interviews. A nerve-wracking room where your merits are supposed to matter, not your gender.

A 2022 survey by Betterhalf.ai found that 83% of respondents believe asking women about their marital status during interviews is inappropriate. And yet, here we are. Women still get asked, “Are you planning to get married? Will you have children? Who will take care of your family?”

These aren’t cute icebreakers. They are risk assessments that quietly suggest that a woman’s body and personal life are liabilities to a company.

And even after women get hired, safety isn’t guaranteed. Data compiled by HR Acuity shows nearly 40% of women report experiencing workplace harassment. Research cited from the Pew Research Centre places that number even higher in broader lifetime workplace contexts. What’s worse? A large majority does not report it often because they fear retaliation or being labelled “difficult.”

So while companies post Women’s Day quotes about “breaking barriers,” many women are simply trying to get through a workday without being interrogated about their womb or harassed at their desk.

Promotions, Pay Gaps, And The Pink Tax We Pretend Not To See

Even when women outperform, the ladder still pushes them down.

A 2023 study by HiBob found that while 46% of both men and women received pay increases, only 21% of women were promoted compared to 35% of men. Yet 69% of men believed promotions were equal in their companies. That perception gap tells its own story.

Globally, women still earn about 82 cents for every dollar earned by men, according to data referenced in the same study. So we celebrate “women leaders” publicly, but internally, leadership pipelines still leak.

And then comes the pink tax.

Women often pay more for everyday products, from personal care to clothing, simply because they are marketed to women. A 2015 analysis by the New York City Department of Consumer Affairs found that women’s products were priced about 7% higher on average, with personal care items costing around 13% more. 

The same razor with a softer pastel colour comes with a higher price. The same deodorant with a floral packaging suddenly requires extra cost. And it does not stop there. Menstrual products, from tampons to pads, are still heavily taxed and labelled as luxury items in many countries.

How difficult is it to understand that menstrual products are not indulgences or lifestyle upgrades? They are basic biological necessities tied to health, hygiene and dignity.

On top of wage gaps and slower promotions, women are paying more to exist. 

The Real Tribute Is Policy, Not Pastries

At its core, Women's Day began as a labour movement. It was about rights, fair wages, safe working conditions, and political participation. It was never meant to be a marketing theme. If companies truly want to honour women, the most radical thing they can do is make their workplaces fair and safe every single day of the year.

Women do not need a once-a-year reminder that they are strong. They need equal pay, safe offices, unbiased opportunities and respect that does not expire on March 9. Until those basics are met, the pink balloons will continue to feel less like a celebration and more like PR.