Every year on March 8th , the world celebrates the International Women’s Day (IWD), a day meant to recognize the achievements of women and advocate for gender equality. Despite being rooted in the fight for women’s rights, equal pay, and better working conditions, this day and the whole month of March have been overshadowed by empty gestures, corporate marketing, and performative feminism in general—diluting the fight for real change.

At the core, the Women’s Month and IWD in particular are about challenging discrimination, dismantling oppressive systems, and advocating for tangible policy changes that improve women's lives. It is a time to reflect on progress made and the struggles that persist, such as gender pay gaps, violence against women, and systemic barriers to leadership roles.

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Hollow gestures rather than meaningful action, also referred to as performative feminism—when individuals or corporations claim to support gender equality without backing it up with real change—has taken over. Companies post social media tributes while continuing to pay women less than men. Brands release "empowering” advertisements while failing to offer paid maternity leave or promote women to leadership positions. Symbolic statements are made but with hesitation to implement policies that address gender-based violence or workplace inequality.

This kind of performative activism is harmful because it creates an illusion of progress without addressing the underlying issues. It allows people and institutions to claim they support women without making real sacrifices or commitments to equity.

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If we truly want to honor women like many of us claim, we must move beyond symbolic actions and demand real change. We must hold companies accountable for gender pay gaps and workplace diversity, we should support policies that further empower women, and we should invest in women. Why not call out performative feminism too?

As Rwandans who know how far we have come over the years, anything that leaves anyone behind should be our enemy, even when it may not come off as such. We should simply not entertain it.