A few years ago, I saw a LinkedIn post from a lender celebrating IWD and inclusivity. The photo featured the only three women they could find in the company — one was a cleaning lady, another a receptionist. This wasn’t a small firm struggling with representation, it was a medium-sized lender that should have had more women in its team. Interestingly, the women who had worked there in other roles had left swiftly, and their feedback on the company was rather uncomfortable.

If you are that lender, maybe think twice before posting on IWD.

These things don’t go unnoticed, and if there’s no real commitment behind the words, the message can feel empty, even insulting.

Instead of focusing on the perfect social media post, this is an opportunity to act—to make changes that go beyond a single day of recognition.

This year presents a real opportunity.

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IWD coincides with MIPIM, and this time, MIPIM is going to be different. I think more women than ever are attending: many for the first time, many coming solo. No doubt this experience might feel uncomfortable to many. They are here to build businesses, strengthen their networks, and create opportunities.

And this is where real action matters. If you’re at MIPIM and you meet a woman attending alone, be an ally. Introduce her to your network, invite her into conversations, and make her feel included. These are small gestures, but they make all the difference. And at the end of the day, maybe just keep an eye out and make sure she gets home safe.

There’s a reason why many women haven’t attended MIPIM in the past. We all know what those reasons are. But things are shifting, and there are enough people, good people, who truly believe that change is needed and are willing to be part of it.

I, personally, can’t wait to see the photo coverage from this year’s MIPIM. A lot more colour (and not just the rose in the glasses), a lot more confident women who feel comfortable and supported on their first MIPIM journey.

Happy IWD.