Branding Misfires on Women's Day 2018

McDonald's, Mattel come under criticism, and Spain's women go on strike
By John Johnson,  Newser Staff
Posted Mar 8, 2018 10:10 AM CST
A protest during International Women's Day in Madrid on Thursday.   (AP Photo/Francisco Seco)
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(Newser) – Thursday is International Women's Day, an annual event getting more attention than usual in 2018 because it's the first in the wake of the #MeToo movement. As expected, brands (including McDonald's) are looking to capitalize, though critics are calling out examples of perceived misfires. Here's a look at what's going on in the US and around the world:

  • Obituaries: One of the more interesting efforts comes from the New York Times, which acknowledges that it has focused too much on men in its obituaries over the years. A new project, "Overlooked," seeks to correct that by catching up on obits that should have been done but weren't. Subjects now getting their due include poet Sylvia Plath, anti-lynching crusader Ida B. Wells, and Jane Eyre author Charlotte Bronte.
  • Branding: At the Financial Times, Kate Allen thinks the move by McDonald's to flip its arches into a W is "possibly the most superficial approach to gender politics in the universe." Nor is she a fan of the stunt by French newspaper Liberation to charge male readers more on Thursday. "There are various ways to highlight the gender pay gap, but this is a vastly oversimplified one to pick."
  • Branding, II: Fortune looks at other corporate efforts, including Mattel's "role model" Barbies, also being panned. The problem for companies is that sloganeering is no longer enough, writes Claire Zillman. Google is also in on the day with its interactive Google Doodle, which invites women to share their own stories, notes People.

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