WIMCA 2026: Burnout Should Not Be Mistaken For Commitment, Industry Experts Warn Female Professionals
Women in marketing and communications have been urged to set clear boundaries, prioritise their well-being and reject the culture of endless endurance, as industry analysts examined the growing challenges of disruption, burnout and workplace bias at WIMCA 2026.
Speaking at the first panel session of the 2026 Women in Marketing and Communications Conference and Awards (WIMCA), held recently at the Landmark Event Centre in Lagos, Dr Tola Bamigbaye Elatuyi, Chief Executive Officer of the Awesome Empowerment Foundation, warned that burnout should not be mistaken for commitment.
Elatuyi said women must learn to establish boundaries early in their careers, understand their capacity and resist the pressure to remain constantly available.
“Competence is not endless endurance,” Elatuyi said, stressing that professional excellence should be measured by capability and results rather than by how much pressure an individual can withstand.
She advised women to build their competence, understand their scope, and continue learning, while also protecting themselves from workplace pressure and bullying.
According to her, professionals must recognise that not every demand requires an immediate response and should give themselves permission to switch off, rest and recover.
On the often-discussed issue of work-life balance, Funmi Osineye, Category Manager – Culinary (Maggi), Nestlé, urged women to stop putting themselves under unnecessary pressure by attempting to balance every aspect of their lives simultaneously.
Osineye said the reality was that “you can’t balance it all,” noting that professionals have only 24 hours in a day and must deliberately decide where their time and energy should go.
She advised women to be fully present in whatever area requires their attention at a particular time, whether it is work, family, faith, friendship or leisure.
“If it’s work, know that you are giving, then, 100 per cent to your work. If it’s family, know that that work would sit by the side and focus on the family or the children,” she said.
She explained that rather than pursuing perfect balance, women should focus on putting their energy where it matters most and protecting themselves from unnecessary pressure.
Tolulope Medebem, COO/Lead Consultant, Aster Integrated Marketing Limited, also emphasised the importance of learning when to switch off from work.
Medebem encouraged professionals to create boundaries around their working hours and understand that not every call or request requires an immediate response.
She said learning to switch off was essential to recovery and sustained effectiveness, particularly in an industry where professionals are constantly confronted with deadlines, demands and competing priorities.
The panel also addressed the impact of workplace bias and gender stereotypes on women’s careers.
Olufunmilola Aluko, Chief Brand and Marketing Officer, Union Bank of Nigeria, urged women not to allow gender stereotypes to limit their professional identity or influence their career progression.
Aluko encouraged women to make competence a priority, remain professional and continuously develop their skills.
She also stressed the importance of having a strong support system, including family, friends and colleagues, particularly when navigating demanding stages of one’s career.
The speakers further encouraged experienced women to support and mentor younger professionals by sharing knowledge, opening doors and creating opportunities for others to advance.
They said the message of WIMCA 2026’s theme, “Grow, Give, Glow: Professional Resilience for Distinction,” should extend beyond individual career advancement to include resilience, continuous learning, responsible giving and creating space for other women to succeed.
The panel session was one of several discussions at WIMCA 2026, which also featured other panel sessions focused on issues relevant to women, marketing, communications, leadership and professional development.
The conference brought together professionals and industry leaders to examine emerging workplace and industry challenges while exploring strategies for building more resilient and impactful careers.