# In an op-ed, Professor Michelle Greenwald highlights how brands are supporting International Women's Day globally

1 Faculty News March 8, 2018 ![Forbes logo](/sites/default/files/styles/246w/public/assets/images/con_030508.jpg?itok=SId6k3bx)>

Excerpt from [Forbes](https://www.forbes.com/sites/michellegreenwald/2018/03/08/how-brands-globally-are-supporting-international-womens-day/#7a4674385686) -- "As brands like Starbucks, Dove and Pepsi have discovered the hard way, if potential associations are not carefully, objectively and sensitively assessed, there could be a negative backlash and with the speed of virality, the losses can outbalance the gains. Authenticity and brand fit are incredibly important new program and partnership screeners."

[Read more](https://www.forbes.com/sites/michellegreenwald/2018/03/08/how-brands-globally-are-supporting-international-womens-day/#7a4674385686)