International Women’s Day 2025: Rights. Equality. Empowerment.

This International Women’s Day 2025, I’ve been reflecting on the journey that led to Advocates Online—not just as a business, but as a space where women, particularly veterans and veteran spouses, have the opportunity to lead and make an impact.

This year’s UN Women theme—"For ALL Women and Girls: Rights. Equality. Empowerment."—is something I’ve seen play out firsthand in both the military and the veteran support sector. Progress has been made, but challenges remain, particularly when it comes to ensuring that veteran women and spouses have access to meaningful careers, leadership opportunities, and the right support post-service.

When we started Advocates Online, our focus was on cutting through bureaucracy to better serve those leaving Defence. As the team grew, it became clear that we were also creating something else: a workplace where women’s contributions are valued, leadership is encouraged, and real opportunities exist to shape the future for all veterans and their families. Today, 73% of our team are women, most of whom have either served themselves or supported someone who has. Their lived experience makes them not just excellent advocates but powerful changemakers.

We don’t need to reinvent the conversation around gender equality. We just need to keep creating spaces where women are supported, given opportunities, and able to lead with confidence. That’s what we do every day at Advocates Online, and it’s something IWD highlights and reminds us to celebrate.

To the women in our team, the veteran community, and those driving change across the sector—thank you. Your work matters, and the impact you have is real.

By Kelliegh Jackson, CEO & Founder, Advocates Online