How do Women Impact Brand Identity 




As we celebrate Women’s History Month, it’s essential to recognise the profound impact women have had on shaping brand identity. The landscape of the comms industry has evolved significantly, with women playing pivotal roles in driving business growth.  

Here are some important statistics showcasing the progress and impact of women in business: 
  1. Increased Representation in Leadership Roles – According to a report by Catalyst, as of 2020, women held 29% of senior management roles globally, a steady increase from previous years, indicating greater opportunities for women to advance into leadership positions. 
  2. Entrepreneurial Growth – The number of women-owned businesses is steadily rising. According to the 2019 State of Women-Owned Businesses Report, women-owned businesses grew 21% between 2014 and 2019, compared to a 9% increase among all businesses. 
  3. Economic Contribution – Women-owned businesses contribute significantly to the economy. According to the same report, women-owned businesses generate $1.9 trillion in revenue annually and employ nearly 9.4 million people. 
  4. Closing the Gender Pay Gap – While there is still progress to be made, the gender pay gap has been gradually narrowing. According to data from the U.S. Bureau of Labour Statistics, in 2020, women earned about 82 cents for every dollar earned by men, an improvement from previous years. 

These statistics highlight the positive impact of women in business, showcasing their increasing presence, contributions, and influence across various sectors and industries. 


Let’s dive into the importance of inclusion in comms, and how this shapes brand identity and resonance in the market. 

Expanding brand narratives 

In recent years, there has been a growing acknowledgment of the significance of diverse perspectives in shaping brand narratives. Women bring unique insights and experiences to the table, that will resonate with female audience. This enriches the storytelling process and connects brands with audiences on a deeper level. As leaders and strategists, women have been instrumental in challenging traditional norms. As well as amplifying underrepresented voices, and championing inclusivity within the industry. 


Driving innovation and creativity 

Innovation thrives in environments where diverse viewpoints are encouraged and embraced. Women in comms have been driving creative strategies that break through the clutter and resonate authentically with increasingly socially conscious consumers. By fostering an inclusive culture, brands can tap into a wealth of creativity that fuels innovation and sets them apart in competitive markets. 


Promoting gender equity to shape brand identity 

Gender equity is not only a moral imperative but also a strategic imperative for brands looking to connect with today’s conscious consumers. Companies that prioritise gender equity cultivate a more inclusive and supportive work environment. And, they enhance their brand reputation and appeal to a broader audience. You’ll both attract top talent and gain a competitive edge in a rapidly evolving marketplace. Women’s contributions in PR and Marketing serve as catalysts for promoting gender equity. Paving the way for future generations of women leaders in the industry. 


Pushing for diversity in business 

Women in business are often catalysts for social change. They advocate for issues such as gender equality, diversity, and inclusion both within their organisations and in society at large. Beyond its moral imperative, diversity in comms makes good business sense. Research has consistently shown that diverse teams outperform homogenous ones. They drive innovation, creativity, and profitability. Companies with more women in leadership positions often demonstrate better financial performance and innovation. Women’s contributions play a pivotal role in shaping inclusive cultures, driving positive business outcomes and brand success. 


As we commemorate Women’s History Month, it’s imperative to recognise and celebrate the indispensable role of women in shaping brand identity within comms. Their advocacy for gender equity have transformed the industry, driving meaningful connections between brands and consumers. Moving forward, it’s essential for brands to continue championing diversity, both within their organisations and in their external communications. By embracing diverse voices, brands can forge stronger connections, foster authenticity, and ultimately thrive in an ever-changing marketplace. Let’s commit to creating a future where gender equity and inclusivity are the cornerstones of brand identity and success. 

Take a look at our International Women’s Day Report here.