Today’s female consumer is sharp, informed, and quick to spot inauthenticity. And when brands roll out pink logos and hashtags every August, many women are asking: where’s the real impact? Marketing consultant Mathabo Sekhonyana, speaking on HOT Business with Jeremy Maggs, says women are fatigued by what feels like a marketing calendar exercise rather than genuine empowerment.

She argues that performative campaigns—often labelled “pinkwashing”—do more harm than good. “You’re damned if you do it poorly,” Sekhonyana warns, noting that reputational damage can be far worse than choosing not to participate at all. Social media amplifies this scrutiny, with consumers raising eyebrows at brands that suddenly champion women for one month and then go quiet.

Why Pinkwashing Fails and Authenticity Wins Women’s Trust

Authenticity, she explains, means embedding empowerment into everyday practice. Companies like Woolworths and Unilever have shown what that looks like—supporting women in leadership, partnering with women-owned businesses, and offering financial literacy and access-to-capital programmes. These initiatives prove that empowerment is not a seasonal slogan, but part of a brand’s DNA.

For Sekhonyana, real change starts internally. Fair hiring practices, gender pay equity, and workplace support for women are non-negotiable foundations. And when female employees themselves become vocal advocates, it signals true progress.

This message resonates deeply with women who expect more than lip service. In a competitive market where consumers have options, brands that fail the authenticity test risk losing both trust and loyalty. As Sekhonyana reminds us, “If your values don’t align, they’ll go to the next brand.”

In other words: pink packaging isn’t enough. Women want proof that businesses are serious about change—all year long.

Listen to the full interview from HOT Business with Jeremy Maggs, below: