We hear the language of equality every day. But every March 8, as the world marks International Women’s Day, the gap between performative gestures and meaningful action becomes hardest to ignore.
With campaigns launched left and right to advocate for women’s rights or celebrate those breaking glass ceilings, scrutiny is rising, especially in Southeast Asia, where conservative traditions can sit uneasily alongside sharp social and political awareness. For many brands, aligning messaging with actions that honor how far we’ve come and acknowledge how far there is left to go is critical for reputation management.
At Vero, that alignment is something we think about every day. And so, for this year’s International Women’s Day, we asked our women leaders—who hold 65% of senior roles across the region—to share their candid perspectives on brand communications and gender equality in their respective markets. The insights below dive into what brands get wrong, what they can do better, and what real progress can look like on the ground.
Pak Krairiksh
Account Director, Pixel, Thailand
In Thailand and across Southeast Asia, cultural nuance matters. Empowerment does not look the same everywhere, so it’s important to localize messages to reflect real, local experiences rather than imported global narratives. Assuming progress follows a single, universal path can make campaigns feel disconnected from the realities women navigate.
That misstep often leads to performative storytelling where brands celebrate women in campaigns but not behind the scenes. In these campaigns, women are also often reduced to a single narrative: either the flawless superwoman or the constant victim. But today’s audiences are incredibly perceptive, and questions about authenticity are sure to follow.
For me, the solution begins with alignment. Communications should reflect what is genuinely happening within the organization, from leadership opportunities to inclusive policies. Listening to women within the company and community before shaping the message also makes a difference.
I would love to see more brands consistently champion everyday leadership and diverse definitions of success. From my own experience stepping into leadership roles, real support has always meant more than visibility. It is about trust, opportunity, and being given space to lead without having to overprove yourself. It means not just celebrating women once a year, but showcasing them in decision-making roles, technical fields, and community leadership in ways that feel natural, ongoing, and real.
Alyssa Rogier
Vice President, Strategy+, ASEAN
Across Southeast Asia, brands still too often default to safe, stereotypical portrayals of women as mothers, caregivers, or symbolic figures rather than as leaders, decision-makers, and experts. Token representation may tick a box, but it rarely shifts narratives or delivers meaningful change. After all, the reality across markets in Southeast Asia is far more nuanced. Women are running SMEs, managing supply chains, leading community enterprises, driving innovation, and shaping local economies. Yet these realities are underrepresented in mainstream brand storytelling.
Authentic communication requires cultural sensitivity and consultation with women from the communities being portrayed. It means avoiding paternalistic messaging and ensuring diverse female voices across seniority levels and backgrounds. Representation should not be exceptional. Rather, it should normalize women in power across industries and leadership spaces. This results in relatable storytelling grounded in lived experience—resonating far more than aspirational imagery that feels disconnected from everyday life.
Umaporn Whittaker-Thompson
Chief Commercial Officer, ASEAN
Personally, I believe brands today are becoming more thoughtful in how they approach gender representation. Compared to the past, we’re seeing encouraging progress—more inclusive storytelling, more balanced and respectful portrayals across genders, and narratives that reflect collaboration and shared progress.
That said, one persistent challenge is when gender equality becomes a moment rather than a mindset. The conversation often intensifies during awareness periods like International Women’s Day, but doesn’t always translate into sustained narrative choices throughout the year.
I would love to see brands report back on the commitments they shared in previous International Women’s Day campaigns or gender equality initiatives. Sharing progress—even small, tangible steps—builds trust and demonstrates that the work goes beyond a single campaign moment. I’d also welcome more inclusive, cross-gender participation in these conversations. When people of different genders actively contribute their voices and support, it reinforces the fact that gender equality is not a women-only issue, but a shared journey and a collective opportunity to celebrate women together.
Yen Tran
PR Account Director, Vietnam
As audiences evolve, brands that rely on outdated gender portrayals risk losing relevance—particularly among younger generations. Campaigns promoting cooking or home cleaning products, for instance, often still portray women as solely responsible for home tasks to “win” a man’s approval. Parenting communications can fall into a similar pattern, focusing almost entirely on the role of mothers while overlooking the role of fathers.
These portrayals no longer reflect how many families actually function today. Younger audiences in particular are highly attuned to questions of equality, and brands that continue relying on stereotypical gender roles risk feeling out of step with the people they hope to reach.
For PR practitioners and brand managers, there is an opportunity to present more balanced and realistic representations of modern life showing both men and women participating equally in family, professional, and social roles. At the same time, women’s empowerment and gender equality should not only appear in campaigns around occasions like International Women’s Day. These values need to be embedded in always-on communications, making inclusion part of a brand’s long-term commitment rather than a one-off message.
Diah Andrini Dewi
Executive Account Director, Indonesia
Over the years, I’ve come to believe that the most meaningful brand communications around women and gender equality are the ones rooted in sincerity and long-term commitment. It’s easy to participate in the moment—especially around occasions like International Women’s Day—but real impact comes when initiatives are grounded in issues that genuinely need attention, intention, and thoughtful solutions. When brands take the time to understand the lived realities of women in their communities and within their own organizations, their efforts naturally become more relevant and credible.
Lasting change requires more than a strong message; it requires structural commitment. The “why” behind an initiative should be clear and supported by credible data or insights, allowing progress to be measured over time. Just as importantly, women should not only be the subject of campaigns, but also active participants in shaping them.
For me, authentic communication happens when external storytelling reflects internal values, when brands align their words with real action, transparent goals, and sustained effort. When done with integrity and empathy, brand communications can go beyond awareness and contribute to meaningful, long-term progress. That, to me, is where true leadership begins.
Nattabhorn Buamahakul
Managing Partner, Vero Advocacy
As a woman in consultancy, I’ve learned that progress on gender equality often comes from everyday workplace culture. In my own career, the most meaningful support came from colleagues and mentors who trusted my perspective and created space for me to lead. Gender equality should not be seen as a women-only issue. Everyone has a role in building inclusive teams and equitable opportunities.
In Southeast Asia, even small but intentional changes in how organizations support career growth, flexibility, and leadership development can make a real difference. I would like to see more organizations focus on creating environments where diverse voices are genuinely valued and supported.
Lisa San Buenaventura
Senior Account Manager, Reputation+, the Philippines
Some brand communications tend to miss the mark by treating women as one audience or using empowerment language without the actions to support it—both of which can come off as hollow. The better approach is to really listen, reflect women’s lived experiences more honestly, and make sure that what you say aligns with what you actually do as a brand.
In the Philippines, PR practitioners need to stay close to local culture and communities because global narratives do not always land the same way here. It helps to lead with care and context and to avoid token gestures or one-off campaigns tied only to key dates.
That said, I would love to see more brands commit to long-term support and storytelling that shows real progress and shared responsibility over time.
Rachel
Account Director, Indonesia
For too long, products targeting women have often been created about them, not with them—developed primarily through male perspectives, then given to women at the marketing stage. That approach no longer resonates with today’s generation, who expect authenticity and empowerment not as slogans, but as the standard.
Brands must rethink the process by involving women in product design, decision-making, and storytelling from the start. Authentic representation doesn’t begin in the campaign deck, but rather in the boardroom and the product development process. Communications teams play an important role in embedding women’s perspectives early on—grounded and intentional from day one.
Nguyen Truong Yen Phi
Sr. IMC Account Manager, Vietnam
One common mistake I see in brand communications around women and gender equality is treating it as a calendar moment rather than a sustained commitment. An International Women’s Day campaign may generate short term engagement, but it rarely shifts long-term perception if the message only appears once a year.
In our work with elis Vietnam, for example, we try to approach empowerment differently. Instead of portraying women as “extraordinary” only on a specific occasion, we integrate the brand into the everyday realities of women’s lives to normalize conversations around menstrual health and self-care as part of daily wellbeing.
This approach allows the brand to support women in a more authentic and relatable way, rather than putting pressure on them to be celebrated or “special” only on symbolic dates. For brands in Vietnam, I believe the real opportunity lies in building consistent narratives that reflect women’s everyday realities—making empowerment part of daily life, not a once-a-year statement.
