Patriarchy isn't just a women's issue—it's an everyone issue.

I mused to friends earlier this year that International Women's Day felt more depressing than ever. In the spirit of being brave, I'll tell you why.

Last October, a leading industry media outlet released a list of top Creative Directors that was overwhelmingly male.

The response was swift.

LinkedIn filled with calls for accountability. People questioned the criteria. Others called for boycotts. The conversation exposed a pattern of behaviour that, as an industry, we seemed to agree was unacceptable.

And yet, five months later, while gearing up to "celebrate women", many of those same agencies proudly shared their wins on the annual hot list. The contradiction was hard to ignore.

It revealed something I've been thinking about ever since: there's often a huge gap between what we say we value and what we're prepared to reward.

It's no secret that patriarchal power structures remain deeply embedded in advertising and design. But I think we sometimes misunderstand how they operate.

They're not just about men holding power.
They're about protecting existing power.

They shape who gets invited into rooms, who gets championed, who gets opportunities, and ultimately, who gets to lead.

So, what does that look like in practice? Opportunities circulated through the same networks. Decisions made behind closed doors. Leadership chosen because it's familiar, not because it's visionary. The same people being rewarded by the same people.

Sometimes that's a man. But sometimes it's a woman who has learned exactly how the system expects power to look. Either way, the outcome is often the same—the structure remains intact.

I've seen firsthand the backlash reserved for women who challenge these systems. I've also seen talented, creative, community-minded men pushed aside because they don't fit the mould either.

Which is why patriarchy isn't just a women's issue—it's an everyone issue. Because when protecting the hierarchy becomes more important than recognising talent, everybody loses.

The next time you see someone land the big job, the big award, or the big opportunity, pay attention.

Ask yourself—was this the best person for the role?
Or simply the safest choice for the system?