Ça y est, la journée internationale des droits des femmes est derrière nous. Et non, ce n’est pas la journée de la femme, comme certains pourraient le penser.
À l’origine de cet événement annuel, les nombreux mouvements de manifestation de femmes du début du XXe siècle, en Europe et aux États-Unis, qui avaient pour but de réclamer de meilleures conditions de travail ainsi que le droit de vote. C’est alors en 1975 que l’Organisation des Nations Unies a commencé à célébrer la journée internationale des femmes le 8 mars.
Chaque année, cette date est l’occasion pour les femmes du monde entier de se rassembler autour d’une nouvelle thématique afin de faire entendre leurs revendications et faire le point sur les victoires acquises au fil du temps. Pour 2022, la thématique était la suivante : « L’égalité des sexes aujourd’hui pour un avenir durable ». Il a notamment été prouvé qu’hommes et femmes ne se trouvent pas égaux face aux changements climatiques qui impactent l’ensemble de la planète.
Dans cet article, Gnitekram décrypte pour vous les idées marketing à proscrire et les bonnes pratiques à adopter pour la prochaine journée des droits des femmes.
Journée de la… du bad buzz
Chaque année, de nombreuses entreprises ou organisations profitent de l’occasion pour faire passer des messages… plus ou moins réussis. C’est notamment le cas de ce tweet de la police du Puy-de-Dôme (63), qui ne passe absolument pas.
Un tweet qui a particulièrement été jugé de mauvais goût, lors d’une journée ayant pour principal objectif de mettre en avant… les combats des femmes. Suite à un tollé médiatique dénonçant l’invisibilisation constante des femmes dans la société, la publication a été supprimé peu après.
Même problème constaté sur le compte Twitter du gouvernement français, qui a relayé, pour l’occasion, une vidéo ne contenant que des hommes. Les réactions ne se sont pas faites attendre !
"Journée des droits des femmes"
Gouvernement : "on va faire une vidéo"
Nous : "oui ?"
G : "sur le droit des femmes"
Nous : "oui"
G : "AVEC QUE DES HOMMES"
L'univers *silence*— ✨Lézard Vert Cul✨ (Lucas NPW) (@NeppWoah) March 8, 2022
Et même si d’année en année le phénomène se réduit, il n’a pas totalement été endigué. En effet, des entreprises profitent également de la journée des droits des femmes pour proposer des promotions sur des produits modes, beautés, chaussures ou encore d’autres. Le compte Twitter Pépite Sexiste a d’ailleurs listé un bon nombre d’opérations marketing à l’exact opposé des revendications portées par les associations féministes.
Dans la catégorie : Nos collectivités ont du talent.
Danses, maquillages, coiffures… Venez pas dire qu'on pense pas à vous ! @marseille @CarcaInfos #StJory #Marcq pic.twitter.com/GnCDhc70Ws
— Pépite Sexiste (@PepiteSexiste) March 8, 2022
De bonnes pratiques marketing pour la journée des droits des femmes
Vous l’aurez compris, le sujet peut s’avérer touchy s’il est appréhendé n’importe comment. Mais si vos valeurs sont profondément en accord avec cette journée, comment intégrer efficacement ce marronnier dans votre marketing ?
- Communiquer sur les femmes qui font votre entreprise : en effet, si votre secteur d’activité compte encore trop peu de femmes, c’est le moment de montrer qu’il n’y a pas que les hommes qui y réussissent. De même, si vous vous engagez activement pour la parité, il peut être intéressant de le mettre en avant ce jour-là (et tous les autres jours d’ailleurs).
C’est le cas ici avec la marque Sephora, qui a profité de cet événement pour souligner son engagement dans la réussite des femmes.
Voir cette publication sur Instagram
-
- Dériver un produit phare de votre marque pour représenter toutes les femmes : c’est le cas de Barbie qui s’est associé avec 12 femmes (dont Léna Situations en France) pour mettre en lumière leur place à des postes importants.
Voir cette publication sur Instagram
- Reverser la totalité ou une partie des bénéfices de la journée à une association en faveur des femmes : une action bénéfique pour de nombreuses personnes dans le besoin.
- Développer un événement (physique ou digital) pour mettre à l’honneur la thématique annuelle : un bon moyen de sensibiliser à la fois vos clients et vos salariés sur ses sujets souvent passés à la trappe.
Voir cette publication sur Instagram
- Mettre en lumière des actions concrètes de femmes de votre entourage ou de votre ville : que ce soit dans l’accompagnement des femmes dans l’entrepreneuriat, le caritatif, le créatif ou bien d’autres choses.
Si vous devez garder une idée clé en tête, c’est qu’il n’y a aucune obligation à communiquer ce jour-là et que si votre message est bancal, il entachera plus votre image que si vous choisissez de ne pas vous exprimer. À l’année prochaine !
Pour retrouver plus d’actualités marketing, rendez-vous par ici.
Cloé G.
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