Is ‘Give to Gain’ the ROI strategy we need right now?

Opinion

Put away the pink cupcakes, and instead, use IWD 2026 as a chance to ask: how can we give others space to build a stronger, fairer industry?

In 2026, the International Women’s Day theme is “Give to Gain,” and honestly, I was on the fence.

For decades, ‘giving’ in this industry has felt like a one-way street. Women have given the emotional labour, the ‘office housework,’ the double shifts at home, and the exhausting effort of ‘leaning in’ until we’re nearly falling over.

Is “Give to Gain” – creating space and opportunities for women to thrive at work – the ROI strategy we need, or just another slogan?

The IWD trap of good (but empty) intentions

International Women’s Day has always been a bit of a mixed bag for me. On one hand, I’ve been part of brilliantly empowering events and cultures that spark genuine dialogue and actually move the needle for women at work.

On the other hand, I’ve watched pink cupcakes being handed out with a ‘job done’ attitude and an unspoken (and sometimes spoken!) expectation of gratitude. Topped with thick icing of zero action, and a heavy sprinkle of gaslighting across the rest of the year, showing that the real ‘recipe’ hasn’t changed at all.

But this year, at least one thing is different: the data is finally catching up to the talk.

For the first time, women hold 40.8% of C-suite positions. However, given that women represent 55.9% of our industry, the math remains simple: we are the majority of the workforce, yet we remain the minority in leadership.

So, pink cupcakes aside, IWD 2026 is a chance to ask: how can we give others space to build a stronger, fairer industry?

The 40.8% reality: We’ve hit critical mass

The 2026 IPA Agency Census gave us a milestone: women in C-suite roles have officially tipped over the 40% mark. In sociology, 30% is the ‘tipping point,’ but 40% is ‘Critical Mass.’ We are no longer guests; we are nearly half the room.

But – and it’s a big ‘but’ – there is still a gap between the C-suite and the CEO’s office.

This is why ambitions like WACL’s (Women in Advertising and Communications Leadership) goal of 50% female CEOs are still vital. Now that we’re on the right side of 40% (finally!), a 50% target is not just achievable – it’s the next logical business step.

So how do we ensure we stay on that side and keep building towards an equal industry where we can all thrive?

Making space – loudly and proudly

Leadership shouldn’t be a solo sport. The smartest leaders know when to lean in and when to make room. Giving to gain means sponsoring that rising star, shouting out their wins publicly, or nudging them toward the stretch project you were eyeing for yourself.

Sometimes, the most powerful leadership move is to simply step aside and watch someone else shine.

Small decisions like these have massive ripple effects. They unlock creativity and amplify the voices of those who have historically been silenced. ‘Give to Gain’ isn’t just a catchy phrase; it’s a strategy for smarter business. Every time we create space, the whole ecosystem benefits. This is leadership in action – taking practical steps toward the “Rights, Justice, and Action” called for by UN Women.

Giving doesn’t mean losing out

We have to dismantle the fear of the ‘zero-sum game’ pitting men against women. Gender equality isn’t a (pink) cake where a slice for ‘her’ is a slice away from ‘him.’ It’s a bigger, tastier cake for us all.

Men gain from workplace flexibility because they want to see their kids, too. And when male leaders role-model flexibility, they build inclusive cultures that benefit everyone. 

They gain from inclusive health policies because they also deserve a workplace that prioritises well-being over burnout. By levelling the playing field, we aren’t pulling men down; we’re raising the standard for everyone. 

Future building: from principles to progress

International Women’s Day is a moment to reflect, but more importantly, to act. Practical change beats ‘intent’ every single time. Policies, sponsorship, allyship, and inclusive practices aren’t optional extras; they are the tools required to build the culture we claim to want.

Let’s all ask the questions the 2026 theme invites: Where can I give space? Who can I lift up? What can I change for the better? That’s how we turn ideas into impact and leadership into something that reflects the actual talent and creativity our industry depends on.

So, this IWD, keep the cupcake and the inspirational photo walls. Don’t ask us to work for free in exchange for ‘exposure.’ 

Instead, look at your succession plans for gender bias. Develop your menopause and fertility policies. Review your flexible workplace credentials. Ensure you are building and maintaining a safe and positive work culture. 

The industry has everything to gain by giving women a level playing field. Stronger teams, sharper ideas, and a leadership culture that finally looks like the people it serves.

Let’s keep this momentum going, so we aren’t just hitting targets in the coming years – we’re making 50% the baseline for how we do business.

Lianre Robinson is WACL (Women in Advertising and Communications, Leadership) campaigning co-chair and CEO of The Marketing Academy Foundation. Read her regular column for The Media Leader on the first Friday of every month.