Values-driven advertising has never been more important, with brands motivated to demonstrate their activism and appeal to a generation that puts its purchasing power to work for the issues it cares about. This month, marketers put their best ads forward in celebration of both International Women’s Day (IWD) and Women’s History Month. But for some members of the industry, the opportunistic nature of these campaigns could easily miss the mark.

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“At times, a great amount of focus is put on how quickly a company can react rather than how deeply they can reflect,” said Kelli Perkins, program manager, diversity, equity and belonging at UM Worldwide. “Brands should ask themselves how they might show up for the women within their own walls, and from there create transformative spaces and strategies so that the power of their culture is felt externally.”

Read more in Ad Age.