FROM MOTHERHOOD TO FANDOM: CULTURE-DEFINING CONVERSATIONS AT SXSW 2025

Thought Leadership

This past March at SXSW, We Are Social U.S. made it’s mark at SXSW with two timely, high-impact panels – each diving into culture-shaping conversations that brands can’t afford to ignore.

EXECUTIVE MOMS: ON SHATTERING OLD & OUTDATED WORKPLACE MYTHS

Our North America CEO Rebecca Coleman joined a powerhouse panel of executive moms to reframe the conversation around motherhood and career growth.

    In this honest and inspiring discussion, Rebecca was joined by Marly Ellis (YouTube’s Global Director of Brand & Social Marketing) and Heather Cutter (Chief Growth Officer at Good Culture), with moderation by Ren Akinci, EVP & Chief People Officer at Emerald and the voice behind AdvertisingWeek’s Great Minds People & Culture podcast.

    Together, they tackled the myth that motherhood is a “pause” in career development, spotlighting how parenting actually sharpens critical leadership skills – from empathy and adaptability to time management and problem-solving.

    The conversation resonated deeply with attendees–from moms returning to the workforce to managers rethinking what inclusive leadership really looks like.

    🎥 Watch the full panel recording here

    📰 Read Rebecca’s op-ed in The Drum: As a professional upgrade, motherhood is severely under-rated

    🎧 Listen to Rebecca on AdvertisingWeek’s Great Minds People & Culture: Putting Mother on Your Resume

    Wake up! Women Sports Fans are the Future

    At a time when fandom is evolving fast – and 2026’s FIFA World Cup looms large – we also hosted a session on one of the most important growth audiences in sport: women.

    Moderated by our VP of Sport Jas Dhami, this conversation brought together leaders from across the industry:

    🔹 Rawan Eewshah, Sr. Director of Social Media, MLS
    🔹 Nandy Misir, Sr. Manager, FC Franchise Activation – North America, EA Sports FC
    🔹 Ryan Worthy, Director, Brand, Content & Culture, McDonald’s

    Together, they unpacked what it truly means to serve female fans – and why outdated assumptions about who “belongs” in sports fandom are no longer acceptable.

    From how fandom is shaped by player-first storytelling, to how brands can create deeper relevance through cultural fluency, this panel delivered the kind of insight that should be guiding every brief ahead of World Cup 2026.

    🎥 Watch the full panel recording here