Accelerating Action: The path to gender equality

MSc Marketing and Strategy student, Zineb Lahrichi, speaks about the challenges she’s faced on her journey so far, and what the corporate world can do to improve opportunities for women.

International Women’s Day is more than a celebration, it’s a call to action.

Every year, we reflect on progress made, acknowledge the challenges ahead, and, most importantly, commit to pushing boundaries. The 2025 theme, Accelerate Action, resonates deeply with me, both as a woman and as someone navigating the complexities of the business world.

Inspirational women

Gender equality is not just about fairness - it’s about unlocking human potential.

It means ensuring that opportunities, recognition, and success are determined by talent and effort rather than gender. Coming from Morocco, a country rich in heritage yet marked by deep-rooted gender norms, I’ve seen firsthand how cultural expectations shape the roles of women and men.

While progress has been made, there’s still work to be done. Gender equality, to me, is about removing barriers, both societal and self-imposed so that every individual, regardless of gender, can aspire, achieve, and thrive.

I have been fortunate to be surrounded by strong female figures. My grandmother, for instance, never received formal education, yet she carried wisdom that could fill libraries. She taught me resilience, the power of community, and the art of perseverance.

On a national level, I greatly admire Touria Chaoui, Morocco’s first female pilot, who shattered stereotypes in the 1950s by pursuing a career dominated by men. Her bravery and determination to break barriers serve as a powerful reminder that no dream is too ambitious when pursued with conviction.

Confidence to travel alone

Growing up in Morocco, I encountered societal norms that often limited the opportunities available to women. One of the most significant challenges I faced was the belief that solo travel was reserved for men.

My father initially did not allow me to travel alone, believing it to be unsafe and inappropriate for a woman. Meanwhile, my brother had the freedom to explore the world without question.

However, I refused to accept this limitation. I engaged in open conversations with my family, demonstrating responsibility, preparedness, and determination. Over time, I was able to change my father’s perspective, and I embarked on my first solo trip.

Since then, I have traveled to 17 countries on my own, proving that women, too, can embrace independence, adventure, and self-discovery. This journey not only allowed me to break personal barriers but also helped challenge a broader cultural mindset.

How can businesses accelerate action?

The corporate world plays a pivotal role in shaping gender parity. Accelerating action requires businesses to move beyond performative initiatives and embed inclusivity into their core strategies. This means:

1 – Redefining leadership
Actively promoting women into decision-making roles and ensuring mentorship programs that empower future leaders.

2 – Challenging bias
Encouraging organisations to implement unbiased hiring and pay equity policies.

3 – Flexible work environments
Understanding that work-life balance is crucial, particularly for women who often juggle multiple roles.

4 - Supporting male allyship
Gender equality is not a women’s issue, it’s a societal one. Encouraging men to be active allies fosters meaningful change.

Advice for women in business

If there’s one thing I have learned, it’s that confidence is built through action. Imposter syndrome is real, but it does not define you.

Surround yourself with mentors, seek out spaces where your voice is valued, and remember that growth often comes from discomfort. The path to success is not about being fearless, it’s about moving forward despite the fear.

This International Women’s Day, let’s go beyond conversations and take tangible steps toward equality. Whether through advocating for fair policies, amplifying underrepresented voices, or simply believing in our own potential, we all have a role to play in Accelerating Action.

Change is not a distant dream - it’s a reality we can create, together.