Invisible labour in a digital world
"Women can't lead! They're way too emotional."
Most of us have heard some version of that sentence before. It is usually framed as criticism, as though emotion undermines credibility. Yet in marketing, emotion is the foundation of everything we build.
Marketing runs on nuance. This simply can't be debated. Empathy and cultural insight influence every message, every interaction, and every campaign. Emotional intelligence shapes how audiences perceive, engage, and ultimately trust brands.
The very trait that has historically been used to discredit women is the same one that powers our industry.
We often hear the term "invisible labour," but rarely define what it means in the context of women in the workplace. Some of the most critical work in marketing happens quietly, beyond dashboards and campaign reports.
When this work goes unrecognized, it leads to burnout, inequity, and the assumption that it is simply part of someone's personality rather than a professional skill. Women in marketing often take on this load, absorbing the emotional temperature of teams and communities while also delivering measurable results.
In today's digital economy, much of this labour is invisible because interactions happen online. There is no handshake, no in-person cue, and very little instinctive context. Reading between the lines, managing sentiment, and responding with empathy requires energy and intention. When that responsibility isn't shared or supported, it becomes wear and tear.
From my experience, distributing the labour requires intention. Sure, as leaders we can create processes and structures that recognize and rotate responsibilities. Our teams can collaborate on community management, cultural research, and empathetic communications. Technology and AI can support these tasks, but none of it can replace the human insight that makes marketing feel authentic.
But support alone is not enough if the work remains unseen. Teams are better able to appreciate the importance of emotional and cultural labour when it is tracked and acknowledged. Recognition ensures the responsibility does not depend on one person or one gender. It also strengthens performance, builds audience trust, and helps campaigns resonate in ways automation cannot achieve on its own.
Empathy, cultural literacy, and relational insight are not extras. They are strategic assets. When we value and support this work, we create teams that are more resilient, creative, and inclusive.
This International Women's Day, the conversation should go beyond celebrating women in marketing. It should focus on acknowledging the work that often goes unseen and ensuring that it is shared, recognized, and supported. Marketing thrives when no one carries the load alone.