International Women's Day risks becoming 'corporate Mother's Day', feminists say.

International Women’s Day is in danger of becoming little more than a corporate Valentine’s Day, with companies jumping on the bandwagon to whitewash their brands rather than promote women’s equality, leading feminists have said.
With International Women’s Day products on offer from red roses to hipster T-shirts emblazoned with slogans such as “Woman Up”, equal rights campaigners have called on companies to take action and donate to grassroots causes on International Women’s Day, which takes place on Sunday, rather than using it as a promotional opportunity.
Vivienne Hayes, chief executive of the Women’s Resource Centre, said: “This use of International Women’s Day by companies is part of the co-option of feminism and women’s equality into a much more mainstream position, that has led to the corporatisation of the advancement of women’s rights.

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