Women still face systemic barriers to leadership, unequal pay for equal work, and disproportionate responsibility for unpaid care work.
From Sheep Farm to World Stage: A Women’s Day Message from Carolyn Martin
Women’s Day, 9 August 2025: For ALL Women and Girls – Rights, Equality, Empowerment
Dear Friends,
As I write this from Creation, looking out over the vineyards that have become our life’s work, I’m reflecting on National Women’s Day 2025 and what this moment means – not just for South African women, but for all of us working toward a more equitable world.
Where It All Began
Twenty years ago, I stood on this working sheep farm in South Africa’s Hemel-en-Aarde Ridge, watching sheep grazing on harvested wheatfields among the fynbos. The wine industry was overwhelmingly male dominated. Many doubted the vision. But I saw something others missed – not just the potential of the land, but also the untapped wisdom that comes from seeing differently, thinking collaboratively, and leading with both heart and mind.
Today, Creation is listed among the World’s Best Vineyards and welcomes visitors from across the globe, while I’ve been honoured as one of the 50 most influential women in wine and spirits internationally. But this isn’t just my story – it’s a testament to what happens when we accelerate action toward true equality.
The Wisdom We Bring
What I’ve discovered in transforming this land speaks to something larger: women don’t just add numbers to industries, we transform them. When COVID-19 struck and Creation lost 300 daily visitors overnight, or when floods threatened access in 2023, our response wasn’t panic. It was adaptation, innovation, and connection-building.
This is women’s wisdom in action: the ability to see challenges as opportunities for creative solutions, to prioritise relationships that sustain us through crisis, and to lead with empathy while making tough decisions. These aren’t ‘soft skills’ – they’re the hard-won competencies that drive resilience and long-term success.
Men who listen carefully to this wisdom don’t lose anything – they gain partners who see what they might miss, colleagues who ask questions that need asking, and leaders who build bridges while others build walls or indeed break bridges.
Only for All Women and Girls? Why This Matters to EVERYONE
The 2025 International Women’s Day theme calls for action that benefits all women and girls, but really it matters to everyone. When I speak of the women in Creation’s workplace, I’m not just celebrating female employees. I’m recognising how women’s leadership has transformed our entire industry.
When women have equal access to education, employment, and leadership opportunities, the benefits ripple outwards:
For families: Children with educated, empowered mothers are more likely to break cycles of poverty and achieve their own potential.
For communities: Women tend to reinvest earnings into local education, healthcare and infrastructure – creating stronger foundations for everyone.
For organisations: Companies with diverse leadership consistently outperform their peers in innovation, problem-solving and financial returns.
For societies: Nations with greater gender equality show higher levels of economic prosperity, political stability, and social cohesion.
The Urgency of Accelerated Action
At current rates of progress, it will take until 2158 – another 133 years – to achieve full gender parity. We cannot wait. The theme ‘Accelerate Action’ isn’t about rushing ahead recklessly; it’s about recognising that equality delayed is potential denied – for everyone.
This means men must be active partners in this acceleration, not passive observers. When men mentor women, advocate for inclusive policies, and challenge biased systems, they’re not diminishing their own opportunities – they’re expanding the talent pool their organisations can draw from.
Consider the partnerships that make transformation possible. When men embrace gender parity – not as a favour to women, but as recognition that diverse perspectives create better outcomes – everyone benefits. This message is understood by all men who understand that in our interconnected world, the challenges we face are too complex for any single viewpoint to solve alone. Climate change, economic inequality, technological disruption – these require the full spectrum of human wisdom and experience. Gender parity isn’t about political correctness; it’s about accessing the complete toolkit of human potential when we need it most.
What I’ve Learned About Leadership
My journey has taught me that women’s unique experiences offer particular insights:
Resilience through adversity: Having navigated systems not designed for us, women often develop exceptional problem-solving abilities and emotional intelligence.
Collaborative leadership: Research consistently shows women are more likely to seek input, build consensus, and create inclusive environments – skills increasingly valuable in our interconnected world.
Long-term thinking: Women often consider broader implications and future consequences, bringing valuable perspective to short-term decision-making.
Risk assessment: While sometimes perceived as more cautious, women often excel at calculating meaningful risks versus reckless gambles.
To the Women of Creation
When I speak of transformation and wisdom, I’m not speaking in abstract terms. I’m speaking about each of you – the women who make Creation what it is today. From our vineyard team who tend the vines with such care, to our hospitality staff who create magical experiences for every visitor, to our culinary team who craft unforgettable food pairings, to our logistics team who ensure everything runs seamlessly, to our marketing, operations and human resources teams who bring our story to the world and support our people – you are not just witnesses to this journey, you are co-creators of it.
Every decision made with empathy, every challenge met with innovation, every bridge built through collaboration – this is your wisdom in action. When visitors leave Creation feeling inspired, when we navigate difficulties with grace, when we continue to grow and evolve – all of this happens because of the unique perspectives, skills, and leadership each of you brings to our shared vision.
You are part of this story of accelerated action. Your contributions matter, your voices are valued, and your potential is limitless. This Women’s Day, I want you to know that Creation’s success is inseparable from your success, and our future is brighter because of who you are and what you bring to our team.
A Message to Men: The Power of Partnership
The call for equality isn’t about taking anything away from men – it’s about recognising that talent, wisdom, and leadership potential are distributed equally across genders. When men actively listen to women’s perspectives, better decisions emerge from diverse input, innovation accelerates when different viewpoints challenge conventional thinking, organisations become more resilient with broader ranges of leadership styles, and communities grow stronger when all members can contribute their full potential.
Men can accelerate action by:
- Amplifying women’s voices in meetings and decision-making processes
- Mentoring and sponsoring women’s advancement actively
- Examining and addressing unconscious biases in hiring, promotion, and project assignments
- Creating inclusive cultures where different leadership styles are valued
- Supporting policies that enable work-life integration for all parents
Looking Back, Moving Forward
2025 marks 30 years since the Beijing Declaration and Platform for Action, when 189 governments committed to advancing women’s rights. The progress has been significant – legal protections against domestic violence have expanded from 12 countries to 193, women’s educational attainment has soared, and female participation in the workforce has grown substantially.
Yet challenges remain. Women still face systemic barriers to leadership, unequal pay for equal work, and disproportionate responsibility for unpaid care work. The principles that guided my journey – starting where you are, partnering with believers, staying curious, supporting others – offer a roadmap for accelerating progress.
My Challenge to You
This Women’s Day 2025, I want to challenge each of you.
What would you attempt if you knew you couldn’t fail? What sheep farm in your life – your workplace, community, or family – could be transformed through the power of true partnership and shared wisdom?
For women, this is a call to step boldly into leadership, to refuse limitations others try to impose, and to lift each other up as we climb.
For men, this is an invitation to active partnership – to listen not just to what women say, but also to the wisdom embedded in how we think, lead, and solve problems. It’s a chance to accelerate action toward equality because doing so creates a better world for everyone.
The Future We’re Building Together
As I look out over what was once a simple sheep farm, I’m reminded that transformation is possible when vision meets partnership. When we align our energies toward shared purpose, we create resonance that amplifies what each of us can achieve alone. True equality isn’t women catching up to where men are – it’s all of us moving forward together to heights none of us could reach alone.
Where sheep once grazed on those harvested wheat fields, vineyards now flourish. Today, visitors from around the world don’t only experience exceptional wine, but also the fruits of what becomes possible when vision meets partnership, when wisdom is honoured regardless of its source, and when action is accelerated by shared commitment to each other’s success.
What will you create?
The future is calling for architects of equality, builders of inclusive communities, and partners in shared wisdom. The time for accelerated action is now. The potential for transformation is limitless. And the invitation is extended to all of us – for all women and girls, and for the better world we can build together.
Carolyn Martin
Co-founder, Creation Wines
Join the conversation: #ForAllWomenAndGirls #AccelerateAction #IWD2025