International Women's Day 2025 - Accelerate Action
International Women's Day 2025 arrives with a theme that couldn't be more timely: "Accelerate Action."
Despite constituting 49.3% of the global workforce, women make up just 29.2% of all STEM workers. In the technology sector, women represent just 28.2% . These aren’t just statistics. They’re evidence of persistent systemic barriers that deserve immediate, decisive action.
However, calling for action is one thing. With DEI initiatives being culled, Mark Zuckerberg calling for more masculine energy in the corporate world, and a significant curtailing of women’s rights globally, it’s hard not to see this year’s IWD as somewhat hollow. We need more than just celebratory posts and female-focused marketing. We need stronger policies at both a corporate and government level, championing women at every stage of the career ladder.
To better understand how we can effectively accelerate action, we spoke with Effie Bagourdi, Global Head of Service Management at Adaptavist, Florence Concepcion, Quantum Engineer at Aquark and our very own Stephanie Forrest, CEO of Think Feel Do.
The power of perception
To create a more inclusive tech industry, we must address the barriers that continue to hold women back. From outdated leadership mindsets and a lack of career opportunities to the growing impact of emerging technologies like AI, these obstacles create environments where women are not just underrepresented but often undervalued.
Perception remains one of the most significant barriers to progress. As Effie notes, "Leadership mindset is still a big barrier, there's a lot of talk about diversity, but many decisions are still being made with outdated perspectives."
This outdated thinking creates working cultures where women must constantly prove themselves. Studies show that nearly 100% of women cite confidence as their biggest barrier to entering tech. This crisis of confidence isn't happening in a vacuum, it's often the result of environments where women are made to feel incompetent or their contributions are undervalued in comparison to male peers.
When done right, Florence shares how her workplace and the people within them shape her experience. She shares "I greatly enjoy being part of the tech community and am truly grateful to be able to meet and work with some incredible women in STEM. I have been fortunate enough to be surrounded by great allies, too, who are also eager to offer mentorship, guidance, and support.”
The opportunity gap
Beyond perceptions lies a more tangible barrier: access to opportunities. For mothers in particular, this gap becomes even wider.
Effie highlights the structural issues: "There are no real benefits for mothers like daycare, proper maternity leave, flexible work, which are either missing or not prioritised. Equal paternity leave and benefits for men are also missing, and this would help balance responsibilities at home and allow women to focus on their careers too."
Stephanie's experience also illustrates how critical opportunities can be: "One of the biggest barriers for women, in my mind, is lack of opportunity. Soon after I gave birth to my first daughter (I think she was about three months old), I was given the opportunity to be part of a project that changed the way my organisation's comms was organised internally, and I jumped at it - despite still being on maternity leave at the time. If this opportunity hadn't arisen and if I hadn't seized it, I don't know if I would be in the same position as I am today.”
Off the back of her involvement in that initiative, Stephanie went on to run a 40 people strong global comms team for a business with over 17 billion dollars in revenue. This highlights how access to opportunities can fundamentally transform a woman’s career trajectory. However, she acknowledges that her experience isn't universal: "Yes, there has been progress, but realistically, there's still a lot to do in terms of diversity and inclusion. There remain very few role models or opportunities for women across the tech industry. While I was fortunate enough to have had an opportunity to set up my own business, and the encouragement to do so, this certainly isn't the case for everyone."
Perhaps what is most frustrating is what Effie describes as checkbox exercises: "Progress in diversity and inclusion efforts still feels slow, even though various initiatives exist in the private sector. Programs in companies feel like checkbox exercises rather than driving real change. Enablement and empowerment opportunities are available, but there's little enforcement or accountability to ensure more women step into leadership and technical roles."
Impact of AI and emerging technologies
In the last few years, AI has taken the tech world by storm. Yet, the impact it has had has been disproportional. According to a report from Ranstad, the digital divide between the genders has widened with men making up 71% of AI skilled workers compared to just 29% of women.
This imbalance is greatly concerning. The skills gap means women are at a disadvantage when it comes to the opportunities that AI and advanced technologies bring, leaving huge amounts of untapped potential in the workforce. We can only unlock the full potential of AI once women are equally equipped to participate in the revolution. Companies that recognise the importance of their people will be the ones best prepared for the future of work.
Diverse teams are also essential for developing unbiased and effective AI systems. When women are underrepresented, AI technologies themselves begin to perpetuate existing biases. This was shockingly revealed when AI chatbots dished out different career advice depending on the gender of the person they were chatting to.
This underrepresentation is not only a numbers issue; it has profound implications for the AI’s evolution and societal impact. Addressing this disparity means we need to see instrumental changes starting with schools, universities, industry leaders, and policymakers. Promoting STEM education among young women, providing mentorship opportunities, and implementing inclusive hiring practices are just the first steps toward bridging this AI-gender gap.
How PR can accelerate action
PR is all about communication - with stakeholders and audiences alike. Yet, its real power lies in its ability to drive change and shape policy. Storytelling and narratives are only strengthened by diverse voices and experiences. This is why, now more than ever, journalists are eager to speak to and spotlight women at different levels of the career ladder.
A masterclass in this is Pregnant Then Screwed, a charity that is dedicated to ending the motherhood penalty. Their approach to advocacy is both creative and highly effective, proving that PR is more than just visibility, it’s a tool for real-world impact.
Take their latest campaign, ‘The Career Shredder,’ which launched last month. A giant shredder physically destroying mothers’ CVs was broadcasted in real time on a digital billboard at Westfield, drawing attention to how women all too frequently lose their jobs for getting pregnant or taking maternity leave.
Their work and research has been raised in parliament 22 times, shaping petitions and policy discussions on important issues like paternity leave, childcare, and the misuse of NDAs. PTS’s campaigns are having an incredible and lasting impact. Here, communications has played a crucial role in driving real change. Conversations have transformed into policy changes alongside the dismantling of structures that have held women back in the workplace for too many years.
Next steps
Building a more inclusive industry starts with support, community, and advocacy for government and corporate policies that promote and support women in the workplace. Stephanie highlights this, noting, “I have a number of amazing women in my network who have been really supportive, and I couldn't have done what I've done without them – we just need to be doing it more! Creating these support networks and mentorship opportunities should be a priority across the industry.”
Effie echoes this sentiment, sharing, “I was lucky to be raised with the mindset that I could achieve whatever I wanted. My father always pushed me to be better, challenge my limits, and advocate for myself. I know not everyone has had that kind of support, which is why I always recommend investing in professional coaching. It’s one of the best things you can do for yourself, and it will keep paying off throughout your career.”
Florence captures the spirit of IWD with her belief that “The path to a more equitable society begins by understanding representation and enabling access to opportunities for all. Change starts when more of us step up, take space, and own our worth.”
It’s time to shift from discussion to action, closing the gender gap in AI and pushing for more structural and organisation changes that have lasting impacts beyond the workplace.