19/11/2025
Happy International Men's Day:
Today is International Men’s Day and every year the same debate resurfaces: “Why don’t companies spend as much on campaigns and promotions as they do on International Women’s Day?”
Here’s a marketing perspective through top line vs bottom line logic, the purpose behind each day, and the theories that explain why brands behave differently.
1. Top Line vs Bottom Line Logic
Marketing budgets follow strategy, not sentiment.
International Women’s Day (IWD) has evolved into a major top-line activity: wide campaigns, product launches, collaborations, and high-visibility messaging.
It has developed strong commercial equity because consumers now anticipate engagement, and brands know it delivers reach and ROI.
International Men’s Day (IMD) remains a bottom-line or awareness-focused moment. It is observed, acknowledged, and used for advocacy, but it hasn’t evolved into a heavily commercialised marketing event. This isn’t a value judgment but more like a reflection of where each day sits in the marketing lifecycle.
2. The Purpose Behind Each Day
Understanding the origins helps explain the modern ex*****on.
IWD originated as a socio-political movement focused on equality, labour rights, safety, and representation. Brands participate because the day is tied to social responsibility and global public expectation.
IMD was created to promote positive male role models, highlight men’s mental health, and address the impact of social expectations on men’s well-being. Its focus is restorative, reflective, and developmental not consumer-driven.
The intention of the day shapes the scale and style of marketing activity.
3. Why Marketers Respond Differently
These differences align with three practical, theory-aligned marketing drivers:
Reputation Management
IWD carries reputational pressure: audiences expect brands to acknowledge it, and failing to participate can be perceived as a statement. IMD does not yet carry that level of reputational risk.
Corporate Social Responsibility (CSR) Signalling
Brands use IWD to signal alignment with social justice, equality, and corporate responsibility. IMD’s goals focus on support and well-being rather than activism, leading to more reflective, rather than commercial, brand engagement.
Consumer Demand
Marketers invest where consumer behaviour shows clear demand. Over time, IWD has built predictable engagement patterns. IMD is still developing that behavioural consistency.
4. The Real Takeaway
The difference in marketing spend isn’t about valuing one gender more. It’s about history, purpose, risk, and consumer behaviour.
International Men’s Day has impact but its strength lies in conversations about mental health, emotional well-being, vulnerability, and redefining masculinity.
As marketers, the goal isn’t to compare budgets. It’s to respect the intention behind each day and communicate in ways that genuinely shift culture forward.
